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Small Beauty Brands That Made it Big with a Winning Value Proposition

Branding, small business branding, brand messaging, beauty branding

The beauty industry is constantly evolving and there are always new brands emerging onto the scene. However, it can be challenging for small beauty brands to break through and establish themselves in the market. Here are six small beauty brands that have been able to carve out a space for themselves and find success:

1. Glossier

Founded in 2014 by Emily Weiss, Glossier has become known for its skincare and makeup products that are designed to be effective and easy to use. The brand’s core value proposition is all about enhancing natural beauty. Glossier has over 2 million Instagram followers and has received over $190 million in funding (source: Crunchbase).

“The key to good beauty is confidence. And the key to confidence is feeling like yourself.” – Emily Weiss, Founder of Glossier

2. The Ordinary

Founded in 2016 by Brandon Truaxe, The Ordinary is known for its affordable skincare products. The Ordinary focuses on offering high-quality skincare at affordable prices. They have over 1 million Instagram followers and has received over $2 million in funding (source: Crunchbase).

“I don’t think any other company has ever come out with a product that’s this honest. And I think people are craving honesty.” – Brandon Truaxe, Founder of The Ordinary

3. Bioderma

Founded in 1977 by Jean-Noël Thorel, a French pharmacist, Bioderma is a skincare brand that is known for its gentle and effective products that are suitable for all skin types. Bioderma is sold in over 100 countries worldwide and has a presence in over 5,000 pharmacies in France (source: Bioderma).

“Our philosophy is to constantly improve our products to meet the needs of the most sensitive skin.” – Jean-Noël Thorel, Founder of Bioderma

4. Herbivore

Founded in 2011 by Julia Wills and Alexander Kummerow, Herbivore offers a range of natural and organic skincare and body care products. The brand’s value proposition is its focus on using natural and organic ingredients to create high-quality products. Herbivore has over 300,000 Instagram followers and has received over $5 million in funding (source: Crunchbase).

“We believe in the power of plants to bring our skin back to its healthiest, most balanced state.” – Julia Wills and Alexander Kummerow, Founders of Herbivore

5. Sunday Riley

Founded in 2009 by Sunday Riley, a skincare expert and formulator, Sunday Riley offers a range of high-performance skincare products that are formulated with powerful active ingredients. Sunday Riley positions itself as a brand that uses powerful active ingredients to create effective skincare products. Sunday Riley has over 100,000 Instagram followers and has received over $5 million in funding (source: Crunchbase).

“I want every woman to feel like she can take control of her own skincare routine and see real results.” – Sunday Riley, Founder of Sunday Riley

6. Tatcha

Founded in 2010 by Victoria Tsai, Tatcha offers a range of skincare and beauty products that are inspired by the beauty rituals of geisha and are formulated with high-quality, natural ingredients. Tatcha’s value proposition centers around using natural ingredients inspired by geisha beauty rituals to create effective skincare and beauty products. Tatcha has over 500,000 Instagram followers and has received over $15 million in funding (source: Crunchbase).

“I wanted to create a line that was not only effective, but also brought a sense of beauty and ritual to the daily skincare routine.” – Victoria Tsai, Founder of Tatcha

What Up and Coming Beauty Founders Can Learn from These Brands

Here are a few key takeaways:

  1. Develop a strong value proposition: 

Each of these brands has a unique value proposition that sets it apart from other brands in the market. As a beauty brand founder, it is important to identify your brand’s unique selling points and communicate them clearly to your target audience.

  1. Focus on creating high-quality products: 

All of these brands have a reputation for offering high-quality products, which has contributed to their success. As a beauty brand founder, it is important to prioritize product quality and effectiveness.

  1. Utilize social media and digital marketing: 

Social media and digital marketing can be powerful tools for small beauty brands looking to gain visibility and reach a wider audience. All of these brands have a strong presence on social media and have effectively used it to engage with their customers and build brand awareness.

  1. Don’t be afraid to be different: 

Each of these brands has a unique approach to the beauty industry, and this has helped them stand out in the crowded market. As a beauty brand founder, it is important to find ways to differentiate your brand and offer something unique to your customers.

  1. Be persistent and adaptable: 

Building a successful beauty brand takes time and effort, and it is important to stay focused and persistent in the face of challenges. It is also important to be adaptable and open to pivoting your strategy if something is not working.

By following these lessons and staying true to their values, up and coming beauty brand founders can position themselves for success and carve out a space for themselves in the market.