New York – Meant is a new streamlined bodycare range that includes only a few products but with greater functionality.
Founded by Lindsay Knaak-Stuart, Meant was launched as a unisex beauty brand targeting specific bodycare needs rather than catering for different parts of the body. The Absolute Balm, for example, has been designed to hydrate the face, body and hair while also acting as a topical salve.
The company uses small-batch production methods to ensure transparency of ingredients and all of the products are paraben- and sulphate-free. Targeted at luxury consumers, the products use all-natural, high-end ingredients such as argan oils and Shea Nilotica, a coveted form of Shea butter.
As well as creating all of its products in the US, the sustainably minded brand also aims for its packaging to be manufactured in the US and created mainly from post-consumer recycled materials.
‘I'm personally a bit overwhelmed by the amount of choice out there today,’ Knaak-Stuart tells LS:N Global. ‘It was important to scale back and focus on fewer and better things.’
Brands such as Meant and Alex Carro are catering for the consumer backlash against the overexposure to beauty products on social media. For more on rising trends in the beauty sector, join us at The Future Laboratory’s Beauty Futures Forum 2017 on 17 May. Tickets can be purchased here.