Beauty startups face new challenges today that companies were not facing a decade or two ago. People want cleaner and safer beauty products, and they aren’t shopping just in stores the way customers did in the past. Below are five key areas that beauty startups are focusing on in the present time.

One: Clean and Safe Beauty Products

Just as people are trying to eat as clean as possible, they also want beauty products that are safe and considered clean. Are all of the items in the start clean? Back up those claims with beauty product testing and have the proof. Bonus points go to the beauty companies that also focus on being environmentally friendly. Today’s consumers put the safety of the Earth right up there with the safety of the ingredients. These customers want natural, clean, safe, environmentally sensitive, and ethically-sourced beauty products. Many are willing to pay a little extra to make sure the items they are rubbing on their skin are non-toxic and environmentally green.

Two: The Science Behind the Products

Does the product line include a face cream that smoothes fine lines? Smart beauty startups focus on the science behind their products and let customers know how and why their beauty items work so well. Advertise what items are in each product and the science behind the magic.

Three: Skipping the Middle-Man

Due to the pandemic, many people are shopping from the comfort of their homes using their smart devices. This is why many beauty startups are focusing on offering their products directly to customers through websites and apps. Many companies are also focusing on their social media accounts and advertising directly to beauty consumers.

Four: Personalized Beauty Products

Beauty products, like clothing, are not one-size-fits-all. Smart startups are standing out from other beauty brands by offering personalized beauty products. Some may let consumers pick the active ingredients that go in their specific order, while other companies let consumers choose a personalized scent to put in their beauty item. Offering personalized beauty products lets the consumer feel like they are in charge, and it will be as if the items they ordered were created just for them.

Five: Inclusive Beauty Lines

Those that work in marketing will tell startups that it is important to be inclusive. This means having products for everyone, even makeup and skincare items geared towards men. Everyone needs skincare items that make them feel clean, fresh, and looking their best. Draw in as many different customer types as possible by making sure the beauty line is inclusive. Just as all genders need to feel welcome to use the products, the beauty company needs to have items for all skin types and complexions. For example, not carrying face makeup for fair skin, dark skin, and all shades in between can mean missing out on customer orders. Ensure that all complexions and skin types are supported by the brand and featured in the brand advertisements.

In conclusion, it is an exciting time to focus on starting up a beauty brand. Customers have big expectations and expect brands to be up to date with their products and practices. When launching a beauty line, be sure to focus on the five areas above so that the brand connects with the customers of today.

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