Honesty is the best policy, so goes the saying. Entrepreneurs in the beauty sphere are finally waking up to the importance of transparency including the rights of consumers to know where their products are coming from and the need to make brand messages clear in the online world.
The democratisation of beauty is becoming ever more powerful when it comes to decision-making. With Rihanna’s diverse Fenty Beauty set to beat the sales of Kylie Jenner and Kim Kardashian, skincare and make-up brands need to focus on the needs of specific consumers - rather than the masses - to ensure profitability.
Dizziak is one brand catering for a more niche community. Founder Loretta de Feo created a multicultural deep hair conditioner that is described as a godsend for Afro-type hair. By filling a gap in the market, she has ensured a loyal following and is able to grow a direct-to-consumer brand as well as being picked up by retailers including Liberty and Cult Beauty.
A sustainable angle is also key in modern times. Susie Willis, the founder and creative director of skincare company Romilly Wilde, spent years creating chemical-free formulas and sourcing factories that would satisfy her natural viewpoint. “We have nothing to hide,” she writes on her site. “It is not just our responsibility but is our desire to communicate how we source our ingredients and the efficacy of them.”
As well as perfecting formulas, new beauty brands can benefit from a simple packaging tweak. Just like The Ordinary’s, Romilly Wilde’s is simple and scientific-looking, reassuring consumers that each product truly works. Trinny Woodall’s TRINNY London, meanwhile, has revolutionised make-up packaging by housing cream-based products in stackable pots that can easily be used at home and on the road.
By utilising an active online audience and accepting criticism as well as praise, beauty-focused entrepreneurs can take the first steps towards long-term success.
To hear more about how honesty is working for the beauty industry, join us at Stylus presents Decoded Future (26th June, Tobacco Dock, London) where, Loretta De Feo, Founder, DIZZIAK, Elsie Rutterford, Co-Founder, BYBI Beauty & Clean Beauty Co, Susie Willis, Founder & Creative Director, Romilly Wilde, Trinny Woodall, Founder, TRINNY London and Tanya Hughes, Chief Global Officer, TALK.GLOBAL will be discussing the power of online communities and more. Book your ticket here.
Image Source: TRINNY London