Courtney Regan

Influencer Marketing: How to Leverage Your Platform for Your Business When people think of starting a beauty business, they often have misconceptions about what it takes to build a brand. With things like overall cost, marketing strategy, and supply chain demands, first-time business owners can have difficulty staying afloat. What people often overlook in cosmetic branding is the importance of building a strong digital platform. Business owners, entrepreneurs, and influencers should consider leveraging social media for their businesses, as this is a valuable tool to expand reach and establish credibility. Whether you are an influencer launching a beauty brand or an entrepreneur looking to create a community, building your platform requires strategy. The sentiment that “anyone can be an influencer” is a euphemism for the market saturation influencer beauty brands are experiencing. With so many influencers and new celebrity beauty brands entering the market, it can be hard to stand out. But knowing what makes you unique, what whitespace you fill, and who you are as a brand can help you break through the noise. Mix in market research, the cost of investment, and budgeting realistic timelines for product production, and you should be prepared to leverage your platform and

One of the most important decisions beauty brand leaders can make is choosing their cosmetic products manufacturer. But when it comes to manufacturers, it’s important to remember that it’s not one-size-fits-all. For example, if your brand is relatively new but wants to undergo a product scale-up, you would need to keep that goal top of mind when looking for a manufacturer. On the other hand, if you’re an established brand that wants to expand distribution and product offerings, you’ll need to choose a manufacturer to support that — and that might mean someone totally different. To get the best results, brands have to find the right fit for their beauty manufacturing solutions, but you may run into a few industry-wide challenges that complicate the equation. For example, almost a third of premium cosmetic outlets closed as a result of the pandemic, and now industry distributors are now struggling to rebound with their products in 2022. Additionally, young consumers are trying to save money at every turn, and as a result, beauty brands are now competing with mass retailers, such as Walmart, Walgreens, Target, and CVS. These trends highlight the need for beauty brands to partner with manufacturers who can offer a steady partnership and help their

With COVID’s second birthday approaching, it’s worth looking at how the pandemic has changed the beauty market and how we can learn from those shifts. Let’s explore some of the major beauty industry trends we’ve observed.


Read More