Straight talker: Honest to goodness beauty brand tells it like it is

US – Paraben-free and sulphate-free are buzzwords in the beauty market as many brands jump on the natural products bandwagon.

No Bull Beauty cuts through the noise with its simple packaging and holistic ingredients.

The brand sells a limited range of skincare products in the apothecary-brown bottles that consumers have come to associate with natural brands. The labels are pared down with a short list of ingredients and the brand name – and ethos – in big bold letters. ‘No bogus ingredients, no chemical crap, no bull!’, reads the packaging.

In our No-Bollocks Boutique microtrend we identified male grooming brands that were moving away from over-complicated marketing schemes and language to clear and simple branding. It is good to see a similar movement in the women’s beauty sector, which can often be overrun with claims of authenticity and artisanal products, but which are often overly stuffy and designed. The emphasis on honest ingredients as expressed on No Bull’s labels is also reminiscent of our Refined Remedy design direction.