Preview: Honest Products

01 : 05 : 2017 Beauty : Retail : Ingredients

In today’s beauty landscape, where consumers can Google the benefits of any ingredient in seconds, a new hyper-educated shopper is emerging.

The Ordinary by Deciem The Ordinary by Deciem
Beauty Pie Beauty Pie
NIOD by Deciem NIOD by Deciem

In the same way that fashion brands such as Zady and Everlane have lifted the veil of secrecy behind manufacturing costs, beauty brands are rethinking mark-ups.

Beauty Pie, for instance, offers a subscription service that gives consumers access to premium beauty essentials at factory prices. A lipstick, for example, costs members, £3.43 ($4.26, €4), while non-members pay £20 ($25, €23). The brand says it will offer customers full disclosure on how much money has been spent on packaging and formulations, and provide a list of ingredients.

‘The real evolution of where this is going is more honesty,’ says Brandon Truaxe, founder of the Deciem range. ‘When I say honesty, it’s not so much honesty about what the product has in it and its value, but honesty about what can be expected and what makes sense.’

The Big Picture

  • Brands offering clinical, high-tech formulas are resonating with younger consumers who take a solution-centric approach to beauty problems. For more, see our latest microtrend
  • Women are tired of being patronised with pseudo-science. They are increasingly armed with unbiased knowledge delivered by their peers in the form of product reviews on forums, and brands can no longer rely on marketing buzzwords to sell products
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