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The new beauty rules: Groundbreaking product innovation


19 May 2021    7 min read
This article is the final installment in a four-part series by Carat, examining the beauty industry. Read part one, part two or part three.
Conscious consumers are becoming more educated when it comes to products. Beauty movements, like clean beauty, sustainability and the biotech boom, have led to an industry push for groundbreaking solutions in the form of product innovation.
The beauty industry has long been at the forefront of science and technology. And as global events drive people to become more concerned about the health of the planet and its people, beauty brands are innovating to deliver products that are safe and sustainable, multi-purpose and personalised. ....

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How will celebrity beauty brands succeed in 2021?


Courtesy Fenty Beauty
In November 2015, Kylie Jenner launched three lip kits. The kits, consisting of a lip pencil and liquid lipstick available in a pinky nude, a beige neutral and a deep brown, sold out almost immediately.
Jenner’s wasn’t the first celebrity beauty brand to launch. In 2009, Australian model Miranda Kerr founded Kora Organics, while actor Drew Barrymore launched Flower Cosmetics in 2013. But Jenner’s was the first to leverage the reach, engagement and influence of its founder in the social media era. Nearly six years later, the lip kits have evolved into a full makeup and skincare brand and in 2019, she sold 51 per cent of her business (at a valuation of $1.2bn) to Coty for $600m. ....

Youtuber James Charles , Miranda Kerr , Ariana Grande , Tracee Ellis Ross , Kylie Jenner , Jennifer Lopez , Hailey Bieber , Helena Jones , Millie Bobby Brown Florence , Drew Barrymore , Millie Bobby Brown , Pharrell William Humanrace , Victoria Beckham , Augustinus Bader , Sarah Creal , Cara Delevingne , Gwen Stefani , Priyanka Chopra Jonas , Jennifer Lopez Jlo , Gabriella Beckwith , Pharrell Williams , Dakota Johnson , Kora Organics , Flower Cosmetics , Kylie Cosmetics , Fenty Beauty ,