The global beauty market is constantly evolving, and as a response to current events and growing consumer demands, undergoing some radical changes. Still, truly disruptive innovation in beauty is still rare. As an average consumer, we still might often feel like it’s the same ol’ thing, the only thing that’s different is the new shiny packaging. And, in many cases it’s true. Ingredients that have been around for decades or even longer are basically repacked and sold at record prices. As a response, we currently have a record number of innovative indie brands trying to break into the market by offering something – anything – different.
Disruption is the new norm, as technology and consumer behavior continue to develop.
After analyzing more than 3,500 brands across various industries, Interactive Advertising Bureau (IAB) has released its annual list of 250 “most disruptive U.S. direct-to-consumer brands and services.”
These brands epitomize the growing disruptor brand economy, representing the leading edge of business development across the U.S. and globally. We watch these brands because their business model, personalized relationships with consumers and go-to-market strategies are transforming how brands are born, how they are advertised and what consumers expect. – Randall Rothenberg, CEO, IAB
Besides just uncovering the most disruptive brands, the 2020 IAB 250 report uncovers some interesting facts that remain similar no matter the category. IAB 250 brands are web-native and their mission is central to their story. They are centered around individual consumer relationships and consumer experience, closely monitoring available data and making necessary changes. While the disruptors are socially closer to the consumer, they also define content more broadly and use it as a differentiator.
The game-changers are web-native and their mission is central to their brand story.
Besides offering a unique experience, relying on innovative technology, experimenting with new ingredients and making a big splash in the digital realm, the most disruptive beauty brands are all about consumer experience. Let’s have a look at the 30 most disruptive beauty brands to keep an eye on!
1. The Honest Company
8. Athena Club
10. By Humankind
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12. Felix Gray
13. Function of Beauty
15. Kosas Cosmetics
17. Modern Fertility
18. NaturAll Club
19. Public Goods
21. Thrive Causemetics Inc.
22. Wander Beauty
23. Winky Lux
24. Youth To The People
29. LOLI Beauty