Be for Beauty has been called the "ASOS of beauty," offering consumers multiple brands under its main umbrella and utilizing a speedy manufacturing process to meet consumer demands for ever-new products

Innovative brand Be for Beauty is on a mission to fast-track the cosmetic creation process. Over the next three years, the company plans to release 25 brands that produce on-trend, affordable cosmetics, with products going from conceptualization to market in just 18 weeks—much faster than the more typical 18-month span.

By working at such a rapid pace, Be for Beauty can embrace new formulas and upcoming trends long before major brands. The strategy also allows the company to solicit consumer feedback early on, and make adjustments to products before its larger competitors.

The business, which was established in 2017 and sells its products through ASOS and Urban Outfitters, approaches every new brand investment with the understanding that not all will resonate or succeed with customers. Some will prove to be commercially successful, some won’t—and others will fall somewhere in the middle. Eventually, Be for Beauty also plans to hone in on specific markets that require specialized manufacturers—skin care in Asia, for example.

Be for Beauty


Lead image: Be for Beauty via Instagram

Innovative brand Be for Beauty is on a mission to fast-track the cosmetic creation process. Over the next three years, the company plans to release 25 brands that produce on-trend, affordable cosmetics, with products going from conceptualization to market in just 18 weeks—much faster than the more typical 18-month span.

By working at such a rapid pace, Be for Beauty can embrace new formulas and upcoming trends long before major brands. The strategy also allows the company to solicit consumer feedback early on, and make adjustments to products before its larger competitors.