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The beauty revolution: Successfully navigating the transition from niche to global
The US beauty and personal care market is on an upward trajectory, poised to grow from $116.84 billion in 2023 to $134.61 billion by 2027.1
Even in the face of global economic challenges and uncertainty, the beauty industry has proven its resilience, attracting both established giants and indie brands. As it continues to recover from the pandemic, the global beauty market is projected to reach approximately $580 billion by 2027, at a steady annual growth rate of 6%.2
Yet, within this flourishing landscape, a notable shift is occurring. Indie beauty brands, often characterized by their agility and innovative spirit, are shaking up the industry at an astonishing pace. These smaller, independent players are making waves, commanding a market worth of $30.5 billion, with growth rates that eclipse their larger counterparts. It's a trend that reverberates through the entire industry, as many indie brands are set to transition into global brands in the near future.3
One prime example is the rise of brands like Glossier, a once-humble blog turned billion-dollar beauty powerhouse. Glossier's disruptive approach to beauty retail and branding has reshaped industry norms. Similarly, The Ordinary, with its affordable, science-backed skincare products, defied traditional beauty standards. These success stories underscore the importance for beauty brands, especially indie ones, to remain competitive and disruptive through relentless innovation and to keep a keen awareness of evolving trends.
The global potential of these indie beauty brands is undeniable. As they continue to gain traction and expand their reach, it's increasingly likely that they will become influential players on a global scale, further reshaping the beauty industry's landscape.
Sustainable beauty innovations: The new normal
As the beauty industry continues to expand, so too does the need to consider its environmental impact. Sustainable beauty innovations are rapidly gaining prominence as consumers become increasingly eco-conscious. Notably, featuring materials made from recycled sources, refillable or reusable options, and unconventional ingredients are in high demand. Additionally, biodegradable and compostable packaging is also making headway.
An example is Meiyume's sustainable packaging range, offering a wide array of customizable designs tailored specifically for both premium and masstige brands. Their premium Gaia product line draws inspiration from the Greek goddess representing environmental consciousness, paying tribute to the seamless union of beauty and nature. Prioritizing sustainability and eco-awareness, this range of lipstick packaging offers various options designed to minimize environmental footprint and champion a better tomorrow. Furthermore, their "Blue." collection, inspired by the global movement on blue beauty, aims to reduce the negative environmental impact of beauty products on marine ecosystems and aquatic life.
In response to the growing demand for sustainability, companies are forming partnerships to enhance their offerings and synergize their unique strengths, all with the overarching goal of delivering sustainable solutions.
Meiyume formed The Vertical Beauty Alliance with Mana Products and RPG, aiming to provide seamless, end-to-end beauty solutions around the world to Direct-To-Consumer brands, including innovative and eco-friendly packaging options. Active Innovation, a new partnership between Meiyume and Active Concepts, is pioneering transformative sustainable solutions for beauty brands. Active Innovation is dedicated to creating brand concepts, bespoke ingredients, product formulations, and sustainable packaging solutions for beauty brands, catered to the evolving demands of conscious consumers.
To further bolster this global phenomenon, beauty brands can meet these demands by obtaining esteemed certifications from reputable organizations such as Sedex, EcoVadis, International Sustainability and Carbon Certification (ISCC).
Catering to an inclusive market
Both established global giants and agile indie brands are increasingly recognizing the significance of catering to a diverse and inclusive market. Industry leaders leverage comprehensive research, market analysis, and beauty trend engines, like Meiyume's state-of-the-art analytics engine, which provides real-time insights into emerging consumer preferences and global beauty trends, to adapt accordingly.4 Clean beauty and personalized skincare are among the trends currently reshaping the industry.
Brands like Fenty Beauty are leading the charge in inclusivity, offering an extensive range of foundation shades and gender-neutral skincare lines. Non-traditional beauty trends, such as bleached eyebrows, are gaining traction, particularly among Gen Z, who see beauty as a canvas for personal expression rather than a pursuit of perfection.
A survey from Coresight revealed that this shift is driven by consumer expectations, as nearly a quarter of non-white beauty shoppers seek a sense of belonging from beauty brands, a figure nearly double that of white beauty shoppers.5
Brands like Dior’s Forever Foundation range have responded with diverse shade offerings and L’Occitane makes of its products with braille on the packaging for those who are visually impaired.6
In an increasingly inclusive market, beauty brands are recognizing the importance of diversity and accessibility in their product offerings to meet the evolving needs of their diverse customer base.
Halal certification: Addressing diversity in beauty
Meeting diverse consumer needs extends to addressing religious and cultural requirements. One method gaining prominence in the beauty industry is the development of Halal-certified cosmetics. The global halal cosmetics market is poised for remarkable growth. In 2022, this market was estimated to reach $38,217 million, projected to rise to over $114.5 billion by 2032, with the US leading the North American market.7
Halal certification ensures that products adhere to the requirements of Muslim consumers, a significant market segment in the US. Companies such as Meiyume have responded by developing Halal-certified active ingredients such as retinol, vitamin C, niacinamide, and salicylic acid for beauty brands. With factories in Thailand and Indonesia that are Halal-certified, Meiyume is a beauty provider that offers brands a diverse range of Halal-certified beauty and personal care products through their turnkey services.
Ensuring success for indie brands in this competitive landscape
Indie beauty brands, with their aspirations to attain global recognition, can secure success in this dynamic industry by staying ahead of trends and catering to the diverse needs of their target audience. Collaborating with industry leaders, such as Meiyume and Active Innovation, provides indie brand owners with invaluable insights and recommendations for product development and strategic planning. The competitive beauty market demands relentless innovation and trend-consciousness from indie brands.
By offering comprehensive solutions encompassing innovative manufacturing, formulations, sustainable packaging, retail solutions, and data-driven trend insights, Meiyume is committed to helping both indie and global brands thrive in this competitive beauty landscape.
The future of the beauty industry
As the beauty industry evolves, it's imperative for brands not only to keep pace with trends but also anticipate and cater to the diverse needs of their target audience. Trailblazers like Meiyume are at the forefront, offering innovative, sustainable, and insights-driven solutions that empower brands to thrive in this fiercely competitive market. With a global network of suppliers and partners, and a wealth of experience, Meiyume works with brands, both big and small, to offer end-to-end bespoke beauty solutions.
The future of beauty hinges on sustainability, inclusivity, and a relentless commitment to innovation. Is your beauty brand ready to be a part of this revolution?
References
1. Euromonitor International. Beauty and Personal Care in the US.
2. McKinsey & Company. The beauty market in 2023: A special State of Fashion report.
3. NIQ. The rise of Indie beauty.
4. Beauty Packaging. Beauty Execs Talk Sustainable Packaging—Current Trends & What Lies Ahead.
5. Coresight Research. Diving into the Diverse, Underserved Segments of the US Beauty Market.
6. Foundation L’Occitane. Accessibility.
7. Mintel. The US Gen Z Beauty Consumer Report 2022.
