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Indie Beauty Up Close: Amy Carra launches Delight Beauty for UBP
Universal Beauty Products is based in Glendale Heights, Illinois. And late last month in nearby Chicago, Amy Carra sat down with Cosmetics Design editor Deanna Utroske to discuss Delight Beauty, the just-launched masstige skin care brand she’s created for UBP.
Indie beauty and intrapreneurship
“I want to help find something that is going to bring delight back to the consumer when she uses skin care,” Carra tells Cosmetics Design, explaining the concept behind Universal Beauty Product’s first skin care brand (a brand that’s owned by UBP but manufactured elsewhere).
Delight Beauty has been in the works for just over 2 years. And the brand launched direct-to-consumer on both delightbeauty.com and Amazon on Friday 22 November.
“I’ve taken a lot of the experiences I’ve had in my career and leveraged those…to bring to life a new skin care line in a…much more entrepreneurial organization,” explains Carra.
Using various scents and novel packaging to delight the skin care consumer
Delight Beauty launched with 4 skin care products: a cleaner, a toner, a moisturizer, and a mask. And interestingly, no 2 products smell the same. As Carra tells Cosmetics Design, there’s no need to have a brand-specific scent.
“In my mind, the consumer should be surprised and delighted when she uses her products. And typically, women mix and match and don’t use all products from a given line. So, she’s going to have a mixture of fragrances [in her skin care routine] anyway,” explains Carra.
The Delight Beauty Fresh Sweep Calming Gel Toner comes in a brush-on-tube package that twists and locks in either an open or closed position. Similarly, the moisturizer is in an airless pump-on-tube design. And the mask tube has a 5-rollerball applicator that also locks in either the open or closed position. With each product, it’s a combination of formula, scent, application, and benefits that’s meant to delight the consumer.
Watch the full Cosmetics Design video interview with Amy Carra (at the top of the page) to learn more about Delight Beauty.
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.