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