6 Indie Beauty Brands To Watch (& Learn From)

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Millennials & Gen Z are buying into beauty in droves, and these six brands are ones to watch as social media catapults them to cult status...

Buzz about new beauty trends moves fast online and on social, where products, looks, and brands can trend quickly. Beauty knows their ad-skipping audience, and leverages Instagrammability and the Influencer Effect to boost their brands. Last year, Ulta Beauty saw sales surge to $5.9 billion from $3.9 billion two years ago, while Sephora’s revenue doubled between 2011 and 2017, according to the Financial Post. Social media has also propelled upstarts and indie brands, who can appeal to young consumers with a well-curated Instagram: Kylie Cosmetics raked in $420 million in 18 months, mostly via organic marketing courtesy of founder Kylie Jenner, while sales of cult favorites like Glossier and Colourpop are up 43%, according to the NPD Group.

This focus on beauty and skincare doesn’t seem to be on its way out anytime soon. In fact, buying makeup is on the list of things that Millennials are actually doing more than Boomers, and when many Gen Z and Millennial women “splurge,” they opt for fashion, beauty, and accessories over entertainment or wellness, according to Adweek. Of course, wellness and self-care play a role in young consumers’ growing skin care obsession—which they were quick to defend when The Outline sent shockwaves through the beauty industry by calling skin care “a scam” in their article: “The Skincare Con.” The social media response was swift as skincare diehards took to Twitter to defend their beloved routines.

In the midst of this booming interest, the following six up-and-coming brands are tapping into young consumers’ beauty obsession (and several other unexpected trends) to turn heads across the industry:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingFLUIDE

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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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