How Brands Are Delivering DIY Beauty
Clean beauty brands are giving customers options to personalize skincare regimens and mix natural ingredients into products at home
For consumers who shop consciously for health, wellness and the environment, ingredients matter. As a result, a growing number of clean beauty brands are offering “mix your own” products and opportunities to customize natural skincare and beauty regimens.
DIY-focused brands help customers make their own bespoke products while facilitating ingredients and expertise—celebrating individual creativity while committing to product transparency and maintaining effective results. PSFK researchers looked at several brands and retailers that have already made headway in the space:
Online beauty retailer Follain sells natural beauty brands after testing and approving the products to ensure they deliver on their promises. Follain is very selective—it only stocks 57 brands, and chooses just a couple of each brand’s products. Online customers can take a quiz on the Follain website to receive a personalized skincare routine and customized recommendations. The site also seeks to education consumers about product information, as well as the important of natural, organic ingredients.
LOLI Beauty communicates product transparency by stripping its products down to natural ingredients and educating consumers on how to blend the ingredients on their own, at home. Each LOLI Beauty kit contains natural ingredients and recipes with a different focus: face, body, hair or bath. LOLI, which stands for Living, Organic, Loving Ingredients, focuses on naturally-sourced, seasonal compounds and introduces subscribers to new and exotic ingredients when they are available.
Skincare brand Ktchn Apothecary ensures potency by instructing customers to mix the products’ active ingredients at home. The delivered DIY kit includes precise measurements of pure ingredients such as aloe, essential oils and natural beeswax. The kit offers three clear instructions for mixing (pour, heat, stir) to create a solution in 10 minutes. Ktchn Apotehcary’s at-home process allows for a more effective product that doesn’t need the dilution or chemicals that keep other moisturizers shelf-stable.
DIY beauty brand Oleum Vera connects consumers with raw beauty ingredients and multiple recipes to create their own custom products. Oleum Vera kits contain an assortment of essential oils, natural products and creation accessories, as well as a recipe book that highlights different ways to mix ingredients to create eight to 10 products per kit. By providing raw ingredients and education, Oleum Vera offers customers the knowledge to re-appropriate their body care routine and tailor it to meet their unique needs.
Brandless is offering a DIY beauty bundle that includes six product ingredients for homemade moisturizers, scrubs and more. The antioxidants found in olive oil make it a great moisturizer for hair, skin and nails. Coconut oil can be used for cleaning makeup brushes or moisturizing dry skin, and brown sugar is a natural exfoliant that can be mixed with oil to act as a scrub. Adding organic agave nectar to a homemade beauty mask help moisturize skin, and apple cider vinegar can be used as a skin toner and soother when diluted with water, since it’s highly acidic. Lastly, mixing steel cut oats with honey and olive oil can be used as a gentle, moisturizing face scrub.
By giving consumers a chance to take a hands-on approach to products—particularly those they’ll be applying to their bodies—brands and retailers promote a deeper sense of engagement and make a tangible commitment to transparency. For more insights on trends in this sector, download the PSFK research paper A Fresh Look At Clean Beauty.
Lead Image: LOLI Beauty via Facebook