The way we shop beauty has evolved from just popping down to Boots to pick up a lip gloss. We use our Instagram vote to champion new lipstick colours, jump on Into The Gloss to discuss the benefits of retinol with other beauty fans, and celebrate brands for making vegan based products. And if the beauty consumer is changing the way he or she interacts with brands, then it makes sense that the beauty industry needs to change too: enter the new wave of beauty disruptors. Get to know three new beauty brands that are changing the brand/consumer experience. Packaging disruptor: Beauty Pie Imagine a private members club +no frills branding + high end products and you’ve got Beauty Pie. Beauty Pie is a website where you can buy make-up products at transparent factory prices (you only pay for the actual cost of the product from the supplier with no mark-ups). Described as a “buyers club for beauty addicts”, shop a range of products from foundation and concealer to lipstick and eyeliner by joining the monthly or annual membership. The twist? Your products arrive with minimal, no frills branding, rather than logos to shout about. Beauty Pie – disrupting the beauty industry Cost disruptor –The Ordinary Products packed with ingredients you’re used to paying a month’s wages for? Yes, but skincare from The Ordinary will only set you back around £6 or £8. Founded by entrepreneur Brandon Trauxe, The Ordinary is part of the beauty conglomerate Deciem (which counts Niod, Foundation and Hylamide in its portfolio). The key takeaway of this brand is that you’ll find a ton of hardworking skincare solutions featuring active ingredients such as retinol, vitamin C, hyaluronic acid and zinc, but for honest pricing, rather than a sharp mark up. Talking to the Evening Standard Magazine Trauxe explained that his software background working for a cosmetics company is where he had the brainwave for this idea when he saw ‘One of the products they’d launched for $1,000 cost them less than $2.17 to make.’ Deciem’s Instagram, creators of The Ordinary Online fragrance disruptor- Phlur You know how you normally buy a perfume? That sniff of a sample in a magazine or getting sprayed with it while walking through a department store. Well that soon might be over, we know that footfall in traditional retail stores is falling and our consumer tastes our changing, so thank goodness for Phlur – a fragrance company that is disrupting the traditional approach to buying fragrance by offering compelling online experiences and modern scent. Founded in 2016 by Eric Korman, ex e-commerce director at Ralph Lauren, Phlur – a riff on ‘fleur’ and skin pH – is an online-only unisex scent collection created with an emphasis on artistic rather than commercial selection, but at affordable mid-market prices. As well as inspiring travel and lifestyle imagery, each of the six scents come with user-friendly descriptions, how long it will last, how to wear it, and even a Spotify playlist based around the scent. Phlur’s strong ethical conscience, a key concern amongst Millennials, plays a major role. They emphasise transparency in scent craftsmanship and sustainability. $5 from each bottle sold goes to a good cause. All hail the beauty industry disruptors! The post Get to know the new names disrupting the beauty industry appeared first on WGSN Insider.


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