The Future of the Beauty Brand


The past few years have seen some big changes and advancements in the beauty industry. By this, I am not just talking about the countless innovative and exciting product launches, but the whole idea as to what constitutes the modern and forward-thinking beauty brand.

Gone are the days of beauty obsessives remaining loyal to a single brand and holding everything they say as gospel, now is the time of the hyper-empowered beauty buyer. This is partly due to the growth of the internet and online platforms facilitating the spread of information and enabling everyone to become experts in whatever field they see fit. Nowadays the average beauty buyer isn't the kind of person that holds brands as the sole provider of information and truth, but rather relies on a much wider community when picking out their next holy grail foundation. So where does this leave brands?

The seismic change in the way beauty is viewed and consumed has paved the way for more and more companies to start offering a tailor-made, more personable approach to beauty. No longer wanting to position themselves as a mother figure, someone that you are fundamentally inclined to listen to and trust. Instead, leaning towards a friend figure, offering advice but not outwardly expecting anything in return but ultimately benefitting from the trust you have in them. These "friends" are allowing you membership to a community of similar people all through your shared love of a brand and their products, there really is something a whole lot more enticing and attractive about the idea that a brand not only provides you with products you love but also a community of like-minded individuals.

The main brand that sticks in my mind when discussing this is Glossier. Of course, other brands are doing similar things and making moves to become a personable brand rather than a corporate powerhouse churning out the latest beauty trends. The difference is that no other brands (in my opinion) have been able to achieve what Glossier has in creating a truly engaged and somewhat addicted community of followers. I think that it's clear that, especially in this case, the change in what a beauty brand is perceived to be has paid off massively and is definitely encouraging more brands to follow suit. Speaking just as a consumer it's great to see a company that asks my opinion when developing formulas and interacts with me on social media. It's a refreshing change from feeling completely disconnected from my favourite brands, it's a nice feeling to know that in some ways you are contributing to making the whole beauty industry a more well-informed and community-based space for everyone to enjoy.

So, is there a need for brands to become more personable and be another bolt in the machine driving change? Well of course. We all see ourselves as beauty experts to some extent, even by writing my beauty rambles on this blog indicates I feel I have some level of knowledge and information to impart on people. The whole way people are looking at brands is changing at record speed, we no longer want to be told what to buy and mindlessly follow the words of superiors. Instead, we want to be involved in the beauty process and buy into the ethics and morals of a brand. So many of us, more than ever, are willing to be cheerleaders for brands close to our hearts - whether that be telling our work colleagues about our newest blush trial, or tagging a brand on Instagram when we emptied our purses splurging on their products. The whole landscape of beauty has put buyers and brands on more levelled playing fields, feeding off each other to create products and dialogue that is really something to be proud of. So I think that I can speak on behalf of all the beauty obsessed buyers out there, this change in power dynamics in the beauty industry is something that I am completely behind. What do you think?

Molly Jonesmakeup