Innovators Pushing the Makeup Industry

MakeUp in New York 2017
MakeUp in New York 2017

The MakeUp in New York Show was a great reminder of some of the most important issues facing the makeup industry in 2017. Below are some of our key takeaways from the event, with Kline’s perspective on the issues.

Indies

We can’t talk about the makeup industry in the United States without mentioning of one of the most dynamic forces in the industry—indie brands. Kline’s latest report Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States found that indie brands are contributing to double- and triple-digit gains in the beauty industry.

Indie brands continue to fill gaps in the market by launching problem-solving products in the makeup industry. The Ordinary is one of the most sought after brands in 2017, with a 25,000 people-long waitlist for its $7.00 foundation. The brand is known for its bargain-priced foundation, but is also famous for the high quality reputation of this foundation, which is as much of a skin care product as it is a makeup product.   

Major companies

While indie brands may monopolize much of the industry spotlight right now, it is important to note that major companies are continuing to provide fresh new brands and products to the mix as well. One of the most anticipated beauty brand launches of the year came from LVMH’s launch of Fenty Beauty, a brand created by famed singer Rihanna. The brand was unveiled last month, exclusively in Sephora, offering a foundation to cater to all skin tones and colors.

Technology

Marketers use and incorporate more technology in their quest to personalize consumers’ experiences and make it easier for them to make a purchase. Besides the Youcam apps currently offered by a large number of the marketers, innovator L’Oréal has proven to be a step ahead of the competition through the launch of its Kérastase/Withings brush, targeted at curious consumers embracing the idea of knowing the health of their hair and how they can improve it. Innovation and technology enhancement is an important concept that consumers will likely expect to see more of in the next couple of years, as Kline found in its recently published Beauty Devices: Global Consumer Insights. The research found that over half of respondents who do not currently use at-home beauty devices would consider trying a device if it diagnosed the respondent’s areas of concern and offered a personalized approach to treatment.

Whether you are looking for market research data on cosmetics and toiletries, beauty devices, or indies, we’ve got you covered with the latest and most recent insights impacting the beauty industry. To learn more about our reports, schedule a demo.