These Successful Digital Native Brands Are Coming After Millennial Women Next

They’ve helped revolutionize the male personal care market, and these three digital native success stories are now taking aim at Millennial women…

Millennials may have spurred the genreless generation, but for all their support of gender-neutral clothing and they/them pronouns, 18-36-year-old men and women are still largely buying and using gender-specific personal care products. Though several up-and-coming beauty brands are marketing themselves as gender-neutral, the majority of digital native brands in the personal care space have chosen gender sides and stayed there. That’s not to say these brands aren’t bucking gender norms, however. In fact, a growing number of these personal care brands are targeting men with huge success—brands like Dollar Shave Club, Harry’s, and Hims are effectively revolutionizing the male grooming and self-care market, which is now poised to be worth $166 billion by 2022, and a healthy (and growing) 37% of Millennial men tell Ypulse they’re are spending money on personal care products every month. While these numbers are nothing to sneeze at, it’s a drop in the bucket compared to what women spend on their personal care. Our data found that nearly twice as many Millennial women are breaking out their wallets for personal care every month, and the beauty industry alone is already worth $445 billion globally and doesn’t seem to be slowing down any time soon. With this in mind, it’s no surprise that these male-targeted digital native brands are now taking aim at Millennial women.  

With direct-to-consumer beauty and grooming brands like Glossier, Stowaway, Bevel, Onomie, and Context winning favor with wellness-loving Millennial women, the Hims and Harry’s of the world could be missing out by not tapping that other 50% of the youth market. At the same time,…


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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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