Inspiration from… The natural cosmetics industry

As concerns for what one puts on the body starts to rival that of what one puts in, natural cosmetics are becoming big business. Here we shine the spotlight on three brands that are pioneering new types of originality and appeal.

LOLI Beauty founder Tina Hedges spent years as a marketer in the cosmetics industry, developing products for Estee Lauder, L’Oreal and LVMH. Inspired by her great-grandmother’s beauty recipes and the realization that there was a growing audience for kitchen cosmetics, the LOLI blend-it-yourself beauty kits were born. Based on a Direct-to-Consumer subscription model, each of the monthly parcels comes packed with pre-measured, sustainably sourced ingredients and easy-to-follow instructions.

Loli is an excellent example of how beauty brands are entering a new age of experience, and inspiring consumers to become independent and empowered alchemists. While this use of ingredients traditionally consumed in the kitchen fits within the more holistic way consumers are now living.

Nuori is a new beauty brand that creates fresh, small batch skincare solutions every 12 weeks. To simplify matters and to further exemplify its fight for fresh, instead of the standard expiry date, all packaging is stamped with two dates: a start-using-by date and an expiry date. Thus highlighting when to use the product if they are to benefit from formula’s optimum efficacy.

Nuori’s approach to label design highlights how beauty brands are introducing an immediate relationship of transparency while its limited shelf-life is creating disruption to the traditional behaviours around consumption. The brand also draws direct parallels to fresh, natural and small-scale preferences that are defining the food and drink industry.

Australian brand Khloris Botanical launched their Damask Rose Water in October 2015. While floral waters are nothing new their offer seems to harness two distinct takeaways. First the product formula, which consists, solely, of distilled rose water. Secondly their small-scale production line has allowed the brand to meticulously follow its provenance from ‘field to face.’

As the desire for natural products over those that are chemically enhanced grows with contagious appeal, Khloris’s single ingredient single solution highlights how brands are personifying pure and taking the concept of ‘natural’ to the extreme.

We hope the above has helped shed a little light on some brilliant brands that are bringing a new level of synergy to the ‘natural’ cosmetics industry, building brand principles into business models, and creating deeper, richer consumer experiences. If you want to discuss or delve a little deeper into any of the article themes then please feel free to get in touch with us.