Pause Well-Aging is a skincare brand designed to be used throughout all three stages of menopause, from perimenopause to menopause and postmenopause. In addition to products like Hot Flash Cooling Mist and Collagen Boosting Moisturizer, the brand’s site also offers a community page dedicated to sharing real-life menopause stories from its users, providing shoppers with direct support and affirmation.
Haircare Brand Better Not Younger targets consumers age 45 and older with a line of products specifically designed to address the hair concerns associated with aging, such as dryness, thinning and gray hair. With its bold, modern packaging and videos celebrating life after 45, the brand aims to challenge the stereotypes associated with aging.
Skincare brand Starface is fighting the stigma associated with acne through its bright yellow, star-shaped hydrocolloid pimple patches. Developed by former ELLE.com beauty director Julie Schott, who has written about her own struggles with acne, Starface turns acne treatment into something fun and Instagrammable rather than something to be concealed.
National Drugstore chain CVS Pharmacy launched Beauty Mark, a watermark that appears on CVS-branded imagery that has not been altered. With 70% of its imagery currently unaltered, the drugstore is committed to having all of its marketing materials across its stores, website and social media channels reflect this level of transparency by the end of 2020.
Sunnies Face is a beauty brand whose lip and foundation shades were developed specifically with Southeast Asia’s warm skin tones in mind. Similar to K-beauty, F-beauty, or Filipino beauty, has sprung up to cater to darker Southeast Asian skin tones. While many Asian beauty brands only cater to lighter skin tones, outliers like Sunnies Face are filling a void within the inclusive movement.
Beauty retailer Ulta launched UOMA Beauty, a cosmetics line founded by Nigerian-born entrepreneur Sharon Chuter. The exclusive collection features more than 51 shades of foundation, which are available in six different formulations designed to address different skin concerns, such as hyperpigmentation or redness, ensuring that consumers can find a foundation that not only matches their skin tone but meets their individual needs.
Birchbox, provider of monthly beauty and personal care subscription boxes, partnered with R29 Unbothered, a media platform aimed at Black Millennial women, to create two specially curated beauty kits for Black female consumers. Using data and insights collected from focus groups and a survey of more than 1,500 Black women, Birchbox and Unbothered created the “It’s Your Crown” hair kit and “Stay Radiant” skin kit. Each box features products from Black-owned or Black-founded brands, along with illustrations from Black, queer illustrator Loveis Wise.
Skincare brand Atolla uses machine learning to create personalized serums based on each individual’s skincare needs. Each month, customers receive a Skin Health Kit in the mail and first answer a series of questions about their skin and lifestyle, then use special test strips to measure the moisture and pH level of different areas of their face. Atolla then creates a custom serum for each user based on their individual needs, using a machine-learning algorithm to track skin changes over time and adjust the formula
Personal care company L’Oreal partnered with microbial genomics company uBiome to research the skin microbiome and inform future development of skincare products that can address the needs of each individual’s unique bacterial ecosystem. L’Oreal’s research has found a connection between the skin microbiome and certain skin conditions, such as rosacea and eczema.
French beauty brand L’Occitane started incorporating braille on its packaging in 1997 to make its products more accessible to visually impaired consumers, and today nearly all of its packaging has braille. Although placing braille lettering on smaller products, such as soaps, proved technically challenging and led to an additive cost of 25%, the brand was willing to absorb these costs so that it could be as inclusive as possible.
German skincare startup Skinmade has in-store kiosks that create skin creams custom-made for each client. The machine analyzes a client’s skin condition, then processes the results using cloud-based machine learning algorithms that determine the formula of the cream. The product is then quickly formulated within and dispensed by the machine.
DTC Danish beauty brand Comme Deux uses customer feedback to drive its product development. Using insights generated from email surveys, focus groups, consumer interviews, and Instagram polls, along with data from its monthly beauty box, Comme Deux is able to uncover consumer preferences, such as ideal colors, product textures, price points and more, and develop new products that need their target consumers’ needs.
Direct-to-consumer corrective cosmetics brand Stryx was developed specifically for men’s skin, taking stubble and skin texture into account. The dual working coverup stick and tinted moisturiser come in plain black packaging and are designed to be matte and imperceptible when applied. Stryx is leveraging its social media channels to start new conversations and educate male consumers on makeup application and more.