Clique Brands is marshaling AI-enabled analysis of data on its consumers, drawing on information from its online audience as well as past collaborations with retailers like Target to develop a beauty brand tailored for its customers

Clique Brands, owner of online publications Who What Wear and Byrdie, is branching out into beauty, implementing a customized product development strategy that best suits the needs of its consumers. In addition to its forthcoming yet-unnamed skincare line, the company has plans for a full-color cosmetics range in the coming years, and has launched Offspring Beauty Co. in order to maintain more control over the new developments.

Clique already established a retail partnership with Target, through which it sells its activewear line JoyLab as well as its Who What Wear products, and created Offspring in order to develop a skincare line on its own terms. The upcoming beauty brand, which is slated to feature accessible price points and sell through its own ecommerce platform, was largely assembled based on data from focus groups the company held with influencers, beauty professionals and experts, consultations with potential customers, and information collected from a number of social media.

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Clique is aiming to seek out exactly what its customers desire, and then deliver it to them at an ideal price point. “We wanted more control [compared to our Target partnership] over the product and customer experience, and this [also] gives us the opportunity to scale these brands a lot more quickly,” says Melanie Bender, general manager of the upcoming brand.

Clique Brands


Lead image: woman trying out makeup stock photo from frantic00/Shutterstock

Clique Brands, owner of online publications Who What Wear and Byrdie, is branching out into beauty, implementing a customized product development strategy that best suits the needs of its consumers. In addition to its forthcoming yet-unnamed skincare line, the company has plans for a full-color cosmetics range in the coming years, and has launched Offspring Beauty Co. in order to maintain more control over the new developments.

Clique already established a retail partnership with Target, through which it sells its activewear line JoyLab as well as its Who What Wear products, and created Offspring in order to develop a skincare line on its own terms. The upcoming beauty brand, which is slated to feature accessible price points and sell through its own ecommerce platform, was largely assembled based on data from focus groups the company held with influencers, beauty professionals and experts, consultations with potential customers, and information collected from a number of social media.