Ingredients before brands: The new beauty consumer priority?

For brands, creating a viral trend is the fastest way to build awareness. THG’s haircare brand Grow Gorgeous went viral on TikTok after a micro-influencer documented her hair growth journey using its Intense range, which taps into the science-backed haircare trend thanks to its use of niacinamide and hyaluronic acid, typically used in skincare. “The next day, the entire collection had triple digit day-on-day growth on Look Fantastic, with one product from the range seeing an incredible 2,582 per cent uplift in searches,” says Horsefield.

Posts from TikTok influencers Stephanie Valentine, who goes by the name of Glamzilla, and Mikayla Nogueira about Glow Recipe’s watermelon glow niacinamide dew drops resulted in over 17 million combined views in 2021. Since then, the serum has sold out four times across retailers in the US, Canada, UK and Australia. “We’re continuing to see strong sales,” says Lee.

The strongest social media trends typically have a three-month lifespan, so it’s important to determine which ingredients or terms on TikTok are short term and fleeting and which indicate the beginnings of something special or a groundswell phenomenon on the way, says Cult Beauty’s co-founder and co-CEO Alexia Inge. At Cult, it begins with the customer. “Our concierge team talks to them daily about their beauty journeys, worries and needs — they’re a wealth of information. We also look at site behaviour, sales data and search terms,” she says.

THG keeps an eye on customers who have tended to buy brands and products before they hit their trending peak, says Horsefield. “This signifies those who are trend aware and it’s through this cohort that we’re also able to identify potential future trends.” In 2019, the retailer identified the swelling potential of “a relatively unknown” brand via its customer research and then watched sales grow over 1,000 per cent within a year. THG monitors real-time trends using social listening tools and first-party data gathered via THG Ingenuity, an end-to-end platform that powers brands’ websites.

Innovating through products

The consumer enthusiasm for ingredients has paved the way for ingredient-led brands such as Deciem, acquired by the Estée Lauder Companies (ELC) in 2021. Deciem, with its six brands — The Ordinary, Niod, Hylamide, the Chemistry Brand, Hif and Loopha — made about $460 million in revenue in the 12 months to the end of January 2021, according to a statement from ELC. Another ingredient-led brand The Inkey List told the beauty publication Glossy that it’s on the way to becoming a $100 million brand.

More Info

By Betty C. Giordano

Welcome to my site. My name is Betty C. Giordano and I am a blogger of everything related to mobile, news, events and reality in general. I hope you enjoy reading my content.

Leave a Reply