While it’s true that beauty consumers are often very eager to discover new products, actually shifting consumer expectations and behavior can be quite challenging.
Indie beauty shoppers, however, may be more ready to try something out of the ordinary, to move away from paint-on clay masks and damp, slippery sheet masks—which is exactly what Angie Tran, founder of Bare Me Beauty is banking on.
The tech behind the mask
Cosmetics Design has been watching the Dry Mask technology for years, interviewing Biomod Concepts founder Karine Théberge in 2016, running an explainer on the tech later that same year, and following the company’s launch of a turn-key option for skin care brands looking to add the Dry Mask tech to their product portfolio.
In fact, the inaugural Beauty Industry Award for Best Indie Brand went to the Nannette de Gaspé brand for their luxury Dry Masks. Watch the Cosmetics Design video interview with brand founder De Gaspé Beaubien here. (The 2019 Beauty Industry Awards entry deadline has been extended to Friday 15 February!)
And, Biomod Concepts is always adding new formulation options and mask shapes to meet market needs. At last year’s Cosmoprof North America event, for instance, Biomod launched beard masks, bringing the technology squarely into the men’s grooming category. Learn more here in Cosmetics Design’s video interview with Théberge. More recently, the company added vegan options.
The plan behind the brand
Angie Tran set out to create safe, natural, convenient skin care brand that’s about “loving the uncomplicated beauty of our bare face,” according to press materials Tran shared with Cosmetics Design.
“Our goal,” she explains “is to create simple and clean products that provide your skin with everything it needs, without any of the unnecessary harmful ingredients.” For now, the Bare Me Beauty product portfolio is simple, just 2 dry sheet masks: one called SuperFood Elixir and another called Skin Zen.
Bare Me is on track to be more than just another natural skin care brand, and the product portfolio is likely to expand well beyond Dry Masks.
Consumer response, on Instagram and at IBE LA, has been promising. And Tran believes that Canadian beauty itself has great promise. Bare Me is based in Toronto, Canada, has retail partners there (as well as ecommerce, of course), and Tran tells Cosmetics Design that she plans to “continue to add innovative Canadian products to our line.”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.