A QUICK GUIDE TO DEVELOPING A NEW BEAUTY PRODUCT

Want to launch a new beauty brand, or wondering how to grow your existing one? Don’t know where to start?

We’re a small but mighty team of beauty industry experts, who love working with entrepreneurs to help bring their brands to life.

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A BIT ABOUT US

Sam, our lovely founder, has a wealth of experience working for beauty retailers and design agencies, and has built a team of experienced product development specialists to offer a full end-to-end service for a success beauty launch.

So where do conversations usually start with our clients looking to bring their beauty ideas to life? The most important stage of all - THE PRODUCT BRIEF….

BUILDING THE BRIEF

The quality of a beauty product brief developed at the beginning of any beauty development launch will define how smoothly the project runs.

We aim to walk through all aspects of a new product brief that will define a clear vision for the product, from concept creation through to carton board spec. Whether its claims, ingredient traceability or fragrances, we aim to outline what really matters to each unique product and brand. This process often helps to drive forward innovation and help make sure the product really stands out against the competition.

BUDGETS AND COMMERCIALS

Spending time at the beginning of a project discussing all potential project costs is key. Honesty and transparency is key here so that we rule out what isnt going to add value, and make sure we cover off all the must-have spend with clear reasoning of why its needed.

FINDING THE RIGHT MANUFACTURING PARTNER

Whether the priorities are COG, sustainable credentials or the manufacturer location to support supply chain requirements, its key that the brand and manufacturer are aligned in values and expectations.

Often the response to brief from manfacturers will give an early indication on who really “gets” you and your brief, and what you want to achieve. You may be working with the manufacturer for many years so its important to get this decision right!

DESIGN

The exciting bit! The look and feel of any beauty product cannot be underestimated. It showcases who the product is targeted at, the quality of the product, the sustainability ethos of the brand…basically it’s key to nail this for your brand launch.

At this stage you also need to be clear on your vision for key messaging on your product is critical e.g. product claims and brand comms. We can support you to create a knock-out brief for a designer to get to work. We also have some amazing design partners who have years of experience working on beauty product design, so you can land a on-brand pack design to grab your customers attention vs the competition.

PROJECT MANAGEMENT

So you’ve got your brand positioning, product brief and manufacturing partner lined up. What comes next?

From formulation and packaging approval, critical paths, claims testing regulatory support, artwork creation…..every aspect of a beauty product launch needs to be managed to launch on time and on budget. We can help you plan for what to expect and how to keep your launch on track.

SETTING UP FOR A SUCCESSFUL LAUNCH

As a skincare brand owner herself (hi Clear Skin Days!) Sam Murton has first hand experience on what is needed to set up for a strong brand launch.

From website creation, sales support for beauty bricks and mortar and e-retailers, warehousing services, drop-ship services, introductions to beauty PR partners, amazon account support - basically we can help with anything that you might need outside of the actual product launch to help hit your commercial targets. Even if you have already created your product, we work with existing brand owners to help elevate your brand in market.

ANYTHING ELSE YOU NEED!

Product photography? Product mock-ups? Translations? Anything that you might need to support your beauty brand is possible.

If you would like to find out more about the beauty coaching and beauty support services we can provide get in touch for a chat.

THE BEAUTY BRAND COACH

HOW LONG DOES IT TAKE TO LAUNCH A NEW BEAUTY PRODUCT?

For any new beauty brand, one of the first challenges they will come up against is trying to plan a firm launch date for their new product range.

So what sort of timings should you plan for when developing a new beauty product launch??

For years brands, suppliers and retailers have been quoted as saying it takes at least two years to develop beauty products. On the other hand, there are fast beauty brand who have launched in just a matter of months.

So, who is right? The answer is both - it depends on what you need and when you need it.

If you are looking at a major launch within a big corporate operation it could take two years or even more. There are often months of consumer research, concept ideation & testing, many stakeholders to engage and numerous boards to present to. This process alone can take a year, and you haven’t even started to develop the products.

Timing will also be dictated by the type of product you want to develop. If you are working on the next breakthrough in clinically proven anti-ageing you can go through months or even years of creating formulas, testing these and not achieving the results you need to. Or, if you want to develop a monograph product (a US registered drug such as SPF) there is a minimum testing requirement that can put development lead times up to 18 months!

The issue with taking two years is that you are missing out on trends and ingredients that are created, realised and done before the year is out. So how do you do it quicker?

The answer could be that the manufacturers have done the leg work for you. They have their own laboratories and scientists whose sole role it is to create the next generation beauty products - they are looking at the same trends as you and fantasising over the possibilities with the newest ingredients. If these ready to go / off-the-shelf products tick the boxes of your brief, then go for it! Don’t feel the need to tinker with something they have spent months crafting and perfecting.  

The other way to improve your speed to launch is to work with one of these ready to go products but tweak (with something that is essential to your brand or consumer of course). This might be a shade of lipstick inspired by the catwalk or an ingredient that has to be present in all of your brand’s products. By working with formulations that are already developed and tested you not only reduce your development time but also your risk.

In summary, yes you can develop a product in a few months, or it can take 2 years. It all depends on whether your product simply needs to hit a current trend, and you can source a great ready-to-go product from a manufacturer, or whether you want to develop something truly innovative in the market. 

THE BEAUTY BRAND COACH

WHY IS EVERYONE TALKING ABOUT THE SKIN BARRIER?

With over 2.5bnviews on Tiktok the #skinbarrier is big news in the skincare industry right now.

Whether it’s at the core of new skincare product development, being discussed by influencers and beauty press, or being heavily researched by consumers who want to know more about it, the skin barrier has gone beyond a trend and moved into a core pillar of the skincare industry.

So what is it, and why is the skin barrier such a huge topic?

THE ROLE OF THE SKIN BARRIER

To understand why the barrier such a focus, it’s important to look at the fundamental role it plays in overall skin health. It’s the bodies first line of defence and has two vital roles:

Hydration - Internally regulates water loss and retains moisture, ensuring water and electrolytes do not evaporate from the skin

Protection - Externally shields from external aggressors such as bacteria, chemicals, pollutants, irritants & UV

WHAT IS THE SKIN BARRIER?

The barrier is in the outermost level of our skin within the Stratum Corneum in the Epidermis. Contained in the skin barrier are 3 main layers:

The Lipid barrier, which is protected by our Acid Mantle and above this is our Microbiome:

Microbiome - The skin microbiome is the billions of bacteria, fungi, and viruses that comprise the skin microbiota. The natural bacteria maintains the skin’s immunity and prevents pathogenic growth

Acid mantle - The Hydrolipidic film on the skin's surface made from sweat and sebum that has a pH of around 5.5. It's acidic nature acts as barrier to unwanted bacteria. It also supports a balanced microbiome and locks in hydration

Lipid barrier - Composed of Ceramides, Cholesterol & Free Fatty Acids, it supports the skin barrier function by reducing Trans-Epidermal Water Loss and protects from external chemicals, pollutants, irritants & UV

If a skin barrier is healthy then skin should feel at its best - soft, supple and hydrated. Likewise, the cause and effect of a #damagedbarrier is under the spotlight and is linked to a wide range of skin issues.

A DAMAGED SKIN BARRIER

What does this mean when our skin barrier is compromised? Well, unfortunately it can lead to a wide range of skin concerns:

• Cracks in the Lipid Matrix can allow irritants such as bacteria to penetrate skin, leading to breakouts. Gaps can also allow water to escape which can cause skin to become dehydrated

• A disrupted microbiome can lead to an imbalance between the beneficial and harmful bacteria, resulting in skin conditions such as acne and rosacea

• An imbalanced pH can lead to an overgrowth of bacteria, leading to skin irritations such acne & dryness

With the range of skin concerns linked a disrupted barrier, no wonder the skincare industry is heavily focused on barrier repair. As a result, new launches are coming thick and fast from all skincare brands which will continue into 2023.

So, if barrier health has always been so important, and so many varied skin concerns can be linked back to a disrupted barrier, why is it such a topic of conversation now in the skincare industry?

SKIN BARRIER TREND INFLUENCERS

• The long standing wellness movement helped to drive a focus on skin health rather than just skin aesthetics. Multiple skin wellness trends have since emerged, such as pre/pro/post biotic skincare for a healthy microbiome and the embracing of ceramides through brands like CeraVe to promote skin health. The foundation of all these skin-wellness trends is always taking care of the skin barrier

• #skinimalism has driven a change in brand and consumer behaviour. Complicated, multi-step skincare routines fell out of favour during the pandemic, driven by factors such as more mindful purchasing and concerns that high strength layered ingredients were irritating skin. The push for simplicity helped the industry to really hone in on solving the root cause of skin conditions, supporting again the focus on the skin barrier

• Protecting skin from external aggressors has been a long standing mission in skincare industry e.g. through SPF, pollution shields, blue light shields and wide-spread use of antioxidants. Promoting a healthy skincare barrier has naturally emerged from this, helping to nurture and strengthen your skins natural defences against external irritants

• The viral #cleangirl aesthetic showed off fresh-faced beauty on Tiktok, ideally with minimal makeup, which again focused attention on the goal of naturally healthy skin. The conversation around the skin barrier has blown up on Tiktok, which will continue into 2024 and beyond

We hope that’s helped to break down the need-to-knows on the skin barrier.

The great news for our skin is that improving barrier health will continue to be a focus in skincare industry for the foreseeable future.

THE BEAUTY BRAND COACH

HOW TO LAUNCH YOUR OWN BEAUTY BRAND

Beauty is big business.

Globally worth around $528 billion, the BeAUTY AND PERSONAL CARE market is now fully democratised with tradtional beauty powerhouse brands existing alongside celebrity brands, retailer own labels and market disrupting entreprenuers.

If you have the passion and budget, the beauty market is open to anyone who dreams of owning their own beauty business.

So if you are thinking about taking the first steps on your beauty brand journey, we thought it would good to share some thoughts on what to plan for first. As a team with decades of beauty development experience with large global retailers as well as beauty start-ups, we have experienced and worked through many bumps in the end-to-end product development journey.

So, where do you start?

BRAND DEVELOPMENT

When you have a spark of an idea, spend quality time working through your brand vision and plan.
What will your brand stand for and what are its values? Who is the target customer and why? Where will your brand be positioned in the market vs its competitors?
Laying down the brand foundations at the beginning, and understanding what will make it stand out from a crowd, is vital to set a clear path ahead and anchor all the decisions you make in the future.

BUDGET

Speak to an experienced product developer early on to understand the sort of costs involved in launching a beauty brand. There are many areas of costs to be aware of and factor into budgets at the outset - from regulatory support through to website creation. The more questions you ask at the beginning of your project will make sure you can set up your product brief and launch for success.

It may also be helpful to reach out to other beauty entrepreneurs to make sure you have a view of what costs to expect. Many in the beauty industry are happy to share their experiences! This will help to ensure you are going into your beauty launch with your eyes open and aren’t caught out late into your project.

TIMINGS

Depending on the type of beauty product you are planning to create, its important to be aware of timings. Even if you take off-the-shelf formulations, packaging and raw materials can be on leadtimes of up to 16 weeks. For new formulations testing will take 3 months, and for true innovation or SPF products you may find that project leadtimes stretch to 18+ months.

Once you know more about the leadtimes expected to develop a new range, work with a product developer to draft a project timeplan with deadlines for all key activities, and set a clear, realistic launch date to drive the pace of your decisions.

PRODUCT BRIEF

When drafting your brief for your product launch, think about every aspect of the formulation that matters to you. Whether its formulation claims (e.g. vegan), texture or fragrance, you need a clear idea about what you are looking for and what is going to matter to your customer. Then when you speak to product and formulation developers, you have the foundations of your product ready to build upon.

Understanding what markets you want to launch is is important to consider at this stage as well. This will make sure your formulators take into account the relevant regulatory compliance for that region.

If the first attempts don’t meet your vision, spend the time revisiting the brief and making sure you know what want to improve so you can give the clearest feedback possible.

For packaging do your research with experienced developers to understand what are your must-haves and what are your nice-to-haves. Sustainability will be one of the first things to discuss. Go out to beauty stores to look at whats out there in the market, so you can pull together examples of the sorts of packs you do and don’t like. This will set up conversations with your developer about what is going to work within your budget.

Finally, have a clear idea on your RRP, margin and target cost of goods. This will help make sure you achieve the best possible product within your budget.

MANUFACTURING PARTNER

An experienced product development agency will have a trusted network of manufacturing partners across the globe. This means you can issue your product brief to a number of manufacturers and select the best partner for you based on response to brief.

Make sure you know what to expect around things like production tolerances, management of excess components and payment terms. Standard terms and ways of working can vary, so having an early conversation on this means that you and your manufacturing partner are on the same page from the outset.

LAUNCH PLAN
Understanding which markets you want to target is really key not only to shape your product brief, but also to set up the right conversations with retailers and distributors. What are your priorities for launch markets, and where do you want to focus in the future?

Again, speak to industry experts about setting up for retailer conversations so you know what sort of questions to prepare for. The earlier you start these conversations the better so you can shape your launch plans early.

Take the time to find the right partners for PR, marketing and website development. There is no point coming up with an amazing product if nobody knows it exists!

We hope this helps with getting started on your beauty brand journey - it’s an amazing industry which we love working in!

If you would like some support delivering your beauty range to market, please get in touch for chat.

THE BEAUTY BRAND COACH

2023 BEAUTY TREND FORECAST

2022 was a huge year for beauty trends, as we carried through habits formed during the pandemic and rediscovered beauty that we put aside in lockdown.

From the fast beauty trends (shaggy mullet anyone?) through to the trend winners (glowy skin!) 2022 was a year we could have fun and be experimental with beauty again.

So what does that mean for beauty in 2023? read on to find out more about our top 5 trend predictions set to dominate the beauty world over the next 12 months…..

SKIN WELLNESS

Barrier care has been a hot topic in the beauty world for some time now and it’s only going to get bigger in 2023 as more consumers become aware of the benefits of a healthy barrier. If your skin barrier is functioning at its best to retain hydration and protect against external aggressors, then skin is less prone to issues such as dryness, sensitivity, or acne.

So, what does that mean for the beauty world? Ingredients that help to strengthen the skin barrier such as Ceramides, Niacinamide and Omega Fatty Acids will be must-have inclusions in new beauty launches.

Ingredients that focus on the repair of a damaged barrier will also be in demand, such as humectants like Hyaluronic Acid and skin soothers like Aloe Extract. Skin slugging will evolve into skin flooding with a focus on intense hydration. So not exactly new news in terms of ingredients, but the education around why they are important, their inclusion in products, and the consumer demand for these ingredients will all grow in strength.

Finally, skincare launches will layer in multiple ingredients that are formulated to take the guesswork out of layering and focus on accessible ways to achieve healthy skin. Community66 is a example of a brand leading the way with this trend.

SKIN TINT HYBRIDS

As we invest in skin wellness for a dewy skin glow, there becomes less need to cover it up. As a result, we see the trend for lightweight skin tints, tinted moisturisers, serums and SPFs continuing to grow in 2023.

Designed to enhance your natural skin glow and infused with skin-loving ingredients, lightweight skin perfecters are not new formats - BB creams blew up this trend in 2011.

However, ingredient and texture innovation will continue to engage new consumers, especially with hybrid benefits appealing to consumers with tighter budgets in the cost-of-living crisis.

NAILED IT

2022 officially saw Hailey Bieber bringing back nail trends.

During the pandemic and economic downturn, nails were deprioritised with nail salons taking a hit. The glazed donut nails changed that, with a renewed focus on nail colour, finishes and shapes once again.

Heading in 2023 ombre nails, chrome nails and clean girl nails are already hot, but it’s the next viral Hailey nail moment that will get us all posting our latest nail look.

EYE LINER EXPERIMENTATION

Eyeliner always offers up the opportunity for application innovation and trend looks, and 2023 will be no different. Following Wednesday inspiring a new surge of gothic grunge makeup, eyeliner will continue to be bold and heavy in 2023. Whether its flicks, fully layered or criss-crossed in the corner, liner is easier than ever to master with social tutorials and product innovation. Gemstones will also offer a new way to play with accent liner looks.

NEXT GEN ACTIVE AGING

Anti-ageing is long gone and for years pro-age has been more of a focus, with the attitude that aging is a privilege and should be celebrated.

In 2023 products and ingredients for addressing mature skin needs such as lines and dullness will be a focus, in parallel with the “notox” trend for supporting the skin without the need for invasive treatments. This will be done with an attitude of transparency and honest conversations, with ageing being nothing to be ashamed of but also not brushed aside or deemed irrelevant for beauty users.

As a result, much- loved ingredients such as Peptides, Collagen, Retinol will all be prioritised, alongside new age supportive ingredient heroes such as Chebula and Resveratrol.

Thanks for reading! For more info on these trend predictions please get in touch for a chat.

THE BEAUTY BRAND COACH

TIKTOK BEAUTY HACKS – THE WEIRD, USELESS AND DOWNRIGHT DANGEROUS

AhhH social media, the place where everything appears believable, all seems possible, and sometimes people will quite literally try ANYTHING!  

We consumers have always been on the hunt for a hint, trick or tip that’s going to make our lives that little bit easier, and then along came TikTok to revolutionise the world of beauty hacks!

But is erection cream really the next lip plumper and will garlic cloves actually relieve sinus pain, or are hundreds of consumers putting their health at risk with these bizarre beauty tips?

Here is a countdown of our dubious TikTok beauty hack highlights…

GARLIC NOSE

Not strictly beauty, but this ‘wellness hack’ by Rozaline Katherine gained millions of views for apparently helping clear out your sinus by stuffing garlic cloves up each nostril for 15 mins, which when removed, causes your nose to run.  Experts were quick to advise against this hack; not only is there the possibility of things getting stuck where they shouldn’t, but the reason your nose runs so extremely is because the garlic cloves irritate the nasal lining...Best to stick to vapor rubs to clear sinus’ we think!

VAGINAL STEAMING

Another trend that has gained millions of views advises women that squatting over hot water mixed with herbs will improve the smell of your vagina and fertility. As pointed out by Cosmo, Vagina’s are self-cleaning organs that do their own thing, and this steaming practice will upset the delicate PH balance. It definitely cannot help with fertility issues…so lets leave steaming to facials!

GLYCOLIC ACID DEODORANT

A much-loved ingredient for smooth and glowing skin, but what is it doing under our pits I hear you ask?! The hashtag #glycolicacidasdeodorant has racked up over 5.3 million views on TikTok for apparently preventing body odour, stopping sweating & reducing pigmentation.         

But is there any science to back up these Tiktokers’ fresh pits claims? Well, Glycolic acid is said to lower the pH of the underarm, creating an inhospitable environment for odour-causing bacteria. However, Refinery 29 explains that this hasn’t been substantiated, and water from sweat will neutralise glycolic acid which reduces any benefits.

We know that Glycolic Acid is effective at reducing pigmentation when used 2-3 per times per week on our face. However, we also know that it’s not usually recommended for sensitive skin. So considering the sensitive nature of our pits, there’s likely to be other products designed for underarm odour which may be more suitable than glycolic acid!  

With mixed reviews, and concern around suitability, efficacy and safety, we think there are more effective ways of naturally deodorising our armpits….Plus, the tingle on our face can be irritating enough, let alone that sensation on our underarms!

SUNSCREEN CONTOUR

It’s safe to say that we’re a generation obsessed with sunscreen! And, as if the beauty world wasn’t outraged enough by Gwyneth Paltrow's sunscreen tips, sunscreen contour became another application method to polarise consumers.

Beyonce’s makeup artist first suggested the method in 2016, and this later took off thanks to Eli Withrow when she shared her ‘naturally snatched’ look. This consisted of using SPF50 on the highlights of her face to block more UV rays, and SPF 30 on the shadows of her face, therefore allowing a deeper tan to develop. In theory, creating a ‘naturally’ contoured look.

The technique assumes that you can control the sun’s exposure through varying SPF levels, which is highly unlikely considering that all areas of the face will be exposed to different levels of sunlight. Instead, the method will probably result in a patchy tan and sunburn.

Also, and more importantly, there is no such thing as a healthy tan! Byrdie reminds us that exposing skin to more UV will help us age faster, expose to radiation more, and sacrifice to skin cancer. Therefore it’s important to follow expert advice when it comes to sunscreen application and avoid any ‘hacks’ which suggest using them differently to recommended….best to stick to the cream contour method.

While this has been a quick look into the potential dangers of misinformation, it doesn’t detract from how influential Tiktok has become in the world of beauty. Even Refinery 29 have a dedicated series all about tiktok hacks called Beauty In A Tik, where each week editors put TikTok's viral beauty hacks and innovative trends to the test.

As trends and hacks become a bigger part of our relationship with beauty, consumers have loved discovering new beauty tips on TikTok that really works for them. However, we think this will increasingly be balanced by education from trusted professionals to help filter out the positive from the negative advice.

THE BEAUTY BRAND COACH

Spotlight: The beauty subscription boom

Royal Mail has reported that 26% of Brits are now signed up to subscription boxes, either for themselves or as a gift for others. The value of this market in the UK is predicted to be £1.8 billion by 2025.

The pandemic over the last 18 months massively accelerated this trend as consumers limited trips outside the home to shop. Whether it’s coffee, candles, boxer shorts, laundry tabs, weekly meals, or shaving gear, subscription boxes are big business.

So what’s driving the success and what are the opportunities for the beauty industry?

We take a closer look….

The History of Subscriptions

Subscription models have been around since the 17th century, based on anything from signing up to regular deliveries of drinking water to book clubs. In the 1970s subscription TV was launched, and in the 2000s came subscription boxes. Today, the biggest sector is food and drink, with recipe services and pre-prepared meal deliveries worth £1 billion in the UK. Health and beauty subscription boxes have also boomed and are forecasted to be worth £92 million by 2025, with 11% of UK shoppers signed up to a health & beauty subscription box service.

So what has powered this success story?

• Convenience: The most obvious benefit is convenience. Subscription models offer a time-saving, hassle free option, especially for regular use of replenishment products like razors or deodorants

• Discovery: Consumers can trial products from brands they may never have discovered themselves if not stocked their usual retailers e.g. beer box subscriptions showcasing small, independent breweries. The expert curation also appeal to those who may be overwhelmed with choice in crowded markets

• Value: Subscription boxes often promote the value saving of their offer e.g. save £60 vs purchasing individually

• Gifting: With a subscription available for nearly anything, tailored time period options to suit any budget, and delivery to the lucky recipients door, subscription boxes make perfect gifts (or, lets face it, self treats)

The Beauty Players

Birchbox was launched in 2010, pioneered by Katia Beauchamp and Hayley Barna, aiming to reach customers who didn’t have the time, interest or expertise in shopping beauty themselves. For a monthly fee, customers could trial curated edits by beauty experts at home through sample and travel sized products, with full sized products available to buy on their online store if you discovered a product you loved. However, over the years Birchbox has struggled against rising competition as more and more players such as Glossybox entered the market. Retailers have increasingly got in on the act too, with brands like Look Fantastic, Lush, Sephora and Walmart all running subscription schemes.

Launched in 2016 by Marcia Kilgore, Beauty Pie has taken the beauty subscription model in a different direction. For a monthly membership fee, subscribers can access exclusive discounted pricing vs non-members, with the ambition of providing DTC high-end beauty products without the usual industry mark-up. A loyal membership base, know as the #PIEFAM, has quickly been established and growth shows no sign of slowing - Glossy reported that between April 20-21 Beauty Pies revenue grew in the UK by +100% and it’s membership doubled.

Beauty subscriptions thrive even the luxury end of the market, without the need for traditional expensive beauty counters and consultants. Both Cohorted and Mintdbox offers the chance to receive edits from exclusive, high end brands like Sunday Riley and VERSO which may not be available on every high street.

Beauty Subscription Trends

With endless choices of beauty boxes now available, brands are increasingly diversifying to create points of difference and build customer appeal. So what are some of the secrets to success?

Collaborations

It’s hard to find a beauty boxes that doesn’t feature a collaboration now, with brands like Glossybox teaming up with partners like Grazia to add credibility to the curated edits. The hype around the Caroline Hirons beauty boxes (although not subscription) demonstrates that consumers value a well regarded industry expert to help select the very best products for them in crowded markets. This also helps to keep the offer fresh for longer term subscribers.

Personalisation

Subscription offers also give customers the opportunity to personalise their experience, whether its selecting boxes tailored to skin type, usage need (e.g. summer skin), vegan beauty or signing up to personalised formulation services like Skin + Me with bespoke skincare solutions sent to your door. US based Atolla tailor skincare routines using assessments and skin tests to create personalised skin solutions, which are continually assessed to maintain the progress of your skincare routine.

The beauty personalisation trend has been around for years, but was always difficult to execute in bricks-and-mortar retail space. Subscription models offer a convenient and cost effective solution to this without having to try and navigate what’s right for you when in stood in front of endless rows of products in store.

Supplements

Beauty supplements, seen with brands like Dewty, have also become increasingly popular through subscription models, encouraging healthy habits and routines by taking away the barriers of remembering to buy and take them. Supplements also work well for this sort of longer term model because consumers will need to take for a period of time before benefiting.

Male Grooming Boxes

The male market has welcomed the move towards subscription boxes to meet the consumer demand for straightforward, convenient replenishment for purchases like shaving, and its big business. Unilever bought The Dollar Shave club for $1 billion in 2016, and in 2019 (just 6 years after forming!) Harry’s shaving firm was bought by the owner of Wilkinson Sword for $1.4 billion. However, that’s not to say that male boxes are just focused on convenience, with brands like Toppbox offering a top to toe grooming experience.

So what’s next?

There are certainly no signs that the subscription boom is going to stall. Emarsys research found that in the US 32% of 16-24 year olds in the US have a subscription, and Royal Mails UK 2019 research found 52% of 25-34 year olds were signed up to a service. With younger generations embracing this model the long term prospects are bright. Businesses are also addressing barriers to subscriptions by making it easier to tailor your plans cost and cancellation options.

Even without the benefits of convenience and time, there is something pretty lovely about something arriving through your letterbox every month that isn’t just a bill.

THE BEAUTY BRAND COACH