The beauty industry is continuously generating new brands, which has in turn inspired mixed feelings amongst consumers; while beauty junkies love exploring new products, the over-saturation can be overwhelming for many others. Even so, innovation in the industry has now reached one of the highest points it ever has. This can make it exciting to observe how new brands are utilizing recent information and progressive trends. The UK is one of the top three leading beauty sectors in the west. According to an article on BusinessWire, skincare has the highest growth, with spending “expected to rise by 22.8% over the next five years as demand for ingredient transparency and innovative new brands drives interest”. There are currently over 1,800 beauty brands up and running in this country and this is continuing to grow with new startups. We have seen a significant uprise in startups since 2012, so if you have an interest in the latest launches, check out this list UK startups filling gaps in the market and pushing boundaries.
Minimalism in Skincare
Fillers compromise the power and value of the item you’re buying
While long ingredient lists aren’t necessarily always bad, they make it more difficult for the everyday consumer to understand what goes into their products; not to mention the heightened risk of developing skin sensitivities. Fortunately, there are now brands that have a more simplistic approach. Five Dot Botanics is a beauty brand working to strengthen the message on minimalistic skincare. They believe that “five ingredients is all you need” and have accordingly formulated each and every one of their products to have no more than five healthy and nourishing ingredients. Some of their favorites include the Deep Feed Serum and Daily Prep Facial Oil both of which also come in a travel size. They are a great brand for keeping consistent with their message and providing solutions for consumers that get frustrated over their ingredients.
Alternative Products For Everyone
Even though inclusivity is slowly inching its way into being the standard, we have far to go in the beauty community.
Demand for inclusivity is finally becoming one of the most defining parts of this day and age. In the past, the most makeup that brands produced appeared to be limited for white women leaving an unacceptably limited selection for women of colour and men. Now that times are changing, there are more startups that are creating their brands in a way that supports this cause. Depixym is a newly launched makeup brand aiming to broaden its target audience beyond your typical brand. Their brand message is built on a highly inclusive philosophy in which they express through slogans such as “For Him. For Her. For Them.” and “non-conformist products for non-conformist people”. All but one of their products consists of multi-use pigments or, Cosmetic Emulsions, coming in a variety of different colours that are all packaged in an aluminum tube. It also supports their brand message as these colours can be mixed, and worn however the consumer chooses and also why Depixym might become a go-to brand for makeup artists.
Male Grooming Made Simple
Making sure that your beard always looks magnificent doesn’t come easy for most
Grooming is a skill that often needs guidance and practice for everyone; however, there is much less accessible information for men which is why it’s great to see new startup brands working to make male grooming a fun and easy experience. Thatch Face is a recently launched men’s beard grooming shop that offers top-quality service through carefully created oil-blends, well-crafted grooming tools, and even education. Their oil treatments come in two different sizes (10ml&30ml) and ingredients conclude of a healthy mix of essential and carrier oils. They have a simple selection of ingredients that make it easy to choose from; if you enjoy oils like sandalwood or cedarwood you may want to try their Got Wood Beard Oil whereas if you prefer ingredients with a refreshing kick like peppermint or eucalyptus oil, you may opt for the Full Minty Beard Oil. Their website blog, Beard Blog is great for engaging with consumers through its sense of community and education with blog posts discussing grooming issues, styling, and beginner introductions. The great thing about Thatch Face is that it’s built on a foundation that understands that male grooming doesn’t come easy to everyone and delivers a thorough level of brand-consumer engagement as a result.
Personalised Products Just For You
Cosmetics are inherently personal because no two faces are the same
The personalization trend is becoming a big deal in the beauty industry. This is quite expected seeing as all consumers have different concerns and different needs. Emulsion Cosmetics is a hair care company thriving in the fairly new and growing trend of personalization. All consumers have different needs and this brand offers options for all hair types from allowing them to build their own products from the available ingredients or merely adjust them to their needs or liking. The process generally consists of three steps. Step one: Choosing an unfragranced base. Step two: Selecting an essential blend depending on your concern. Step three: Choosing a fragrance add-on tailored to your preference. From shampoos and conditioners to oils and serums, all of these customizable products are packaged in their small and chic minimalistic bottles. While personalisation in skincare has been escalating rapidly, there is still a big gap in the market for hair care which is why it is great to finally see brands like Emulsion Cosmetics making an appearance in the industry.
Alleviate the Effects of Modern Life
Submerging our bodies into a bath filled with warm water and salt is proven to be one of the best ways to restore ourselves after a long day
With modern life in the west becoming more fast-paced than ever, the effects are definitely becoming more apparent amongst consumers. Symptoms such as stress, anxiety, and general burnout are now a big issue in our daily lives which is why we need brands that provide remedies to tackle these effects. Verdant Alchemy is a new natural bath company where beauty meets mindfulness. All of their toxic-free products are designed to combat the exhaustion of modern-day life. They are well known for their mineral bath salts that each aim to provide different solutions such as Detox Bath Salt to treat sore skin and inflammation or their use of Ylang Ylang and lavender in the Deep Drift Bath Salts to help you wind down. Their brand message aims to bring value to your self-care working reaping the benefits in both physical nourishment and mental hygiene.
Many startup brands are beginning to celebrate a more open and conscious approach. From inclusivity to sustainability, and general wellness, it seems that a big part of the industry is taking a turn for the better. We should be looking out for these brands in order to support those who are taking action towards an important cause; the beauty industry shouldn’t be about jeopardizing the planet, our health, or excluding certain consumers, but a fun way to take care and express ourselves. Forecasts trust that all of the above will continue to grow on account of consumer demand. The well-being and inclusivity trend is also part of a wider movement that appears to be on an uprise. With more and more brands jumping on the bandwagon of inclusivity and sustainable causes, it’s looking like these important features of the industry may one day become the norm.
Which of these brands would you most like to try?
