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: “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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