Latest news with #indiebrands
Forbes
2 days ago
- Business
- Forbes
The 140-Year-Old Company Turnaround Creating 21st Century Brand Relevance
The global beauty industry serves as a great example for billion-dollar brands that are seeking new growth and relevance. Once dominated by legacy brands, like L'Oréal, Unilever, Estée Lauder, P&G, LVMH, and Chanel, the $650B sector has transformed significantly, with the explosive growth of indie brands, AI technology, and social media. But hold on tight, because it's headed for another major reboot that we can all learn from. Online channels now account for over 40% of the sector's sales in the US alone—with social media influencing 70% of purchase decisions. These shifts highlight a changing dynamic in consumer attitudes and priorities, with an emphasis on personalization, sustainability, inclusivity, and pricing. A Beautiful Thing: Trends That Are Moving the Needle There are several big – and exciting – shifts underway in the industry. In exploring research from Avon's Future of Beauty Report, which highlights the cultural, economic, and societal shifts affecting women's beauty choices, I found consumer insights that C-suite leaders across sectors can use to guide their own brand reboot. Skincare remains the largest segment, generating approximately 40% of industry revenue, while demand for natural and organic products is growing at around 10% annually. E.g., the increasing demand for value has driven the popularity of 'dupes' in the skincare market for affordable alternatives that provide similar benefits to high end, luxury products. Meanwhile, the fragrance industry continues to boom, and price remains a decisive factor for many consumers despite the growth of premium niche brands. Nearly half of women (43%) rank price as the second most important consideration after scent when selecting a fragrance, underscoring how rising living costs continue to influence purchasing behaviors. Uber Yourself Before You Get Kodaked Alternative channels like direct sales have made beauty more accessible through Avon and others, but the rise of e-commerce and digital marketing is really reshaping consumer behavior and opening up new avenues for the industry. Consumers can find professional advice on social media for improving confidence and getting guidance in buying choices. Despite onslaught of 'skinfluencers' pitching 25-step routines to follow, (talk about breaking the bank!), more practical simplicity is in demand around the world; 63% of women globally preferring a slimmed down skincare regime with a maximum of three products. Seems like simpler, cheaper, better is winning over consumers across the globe. In a conversation with Milind Pant, Amway's ex-CEO, who invested heavily in this trend and enabled their vast global network of direct selling representatives (IBOs), he said: 'Almost 70% of global beauty purchases are driven by social commerce. TikTok shops in the US are growing share while WeChat in China is dominant. Micro-influencers are the new neighborhood entrepreneurs, and social commerce is their marketplace—blending community, creativity, and scale to redefine personalized beauty." Redefining indeed. My passion is helping CEOs look around corners, so I always wonder—what's next? With retail playbooks being rewritten and increasing buying channel turbulence, it seems traditional expertise remains critical, with over a third (36%) still saying that real-life dermatologists or doctors are trusted more than influencers. Take THAT all you 25 step high school influencers. This brings into question the future relevance of direct selling models from big companies like Avon, Amway, and others. How will they reboot their business models to cut through the noise and appeal to the next generation of buyers. Avon is embracing the omnichannel chaos, and further enabling their personalized beauty experts to provide customers better guidance and make more informed decisions tailored to their unique needs. Most retailers and brands are using technology to accelerate these new consumer preferences. In talking with Sampo Parkkinen, CEO of Revieve, an AI beauty personalization company, where I am a board member, he said: 'The way consumers discover products is changing faster than ever, from Google Discover to AI-driven search experiences. Our industry is at an inflection point where AI is redefining how we explore, choose, and buy with personalization, diagnostics, and retail media innovations that turn discovery into conversions and loyalty. This is becoming the most effective way for brands and retailers to connect across generations, from Gen Alpha to Boomers. Consumers gravitate towards platforms that don't just sell, but help them buy, with 65% stating they're more likely to buy from brands offering AI-powered personalization than those who don't.' It seems, one lesson that many brands are learning, is don't just add AI into the mix—it needs to be insightful AI integration that brings value to your go-to-market engagement. I'm talking to you—unhelpful chat bots! Avon Calling: Rebooting The Third Rail Of Your Business Avon has been through periods of severe turbulence since the 1800's. The brand has been a paragon of innovation, affordability, and female empowerment. But after several modern reboot attempts the brand was split into two companies, one focused on North America and the other getting the rest of the world—a much bigger sandbox to expand. Acquired by Brazilian cosmetics conglomerate Natura ( Avon International, has been expanding around the globe, leading the charge to democratize beauty, offering improved products at more accessible prices. At the helm of this turnaround is CEO Kristof Neirynck—who was initially brought in to lead a dramatic rebrand, as Chief Marketing Officer. He is creating an omnichannel juggernaut to meet the changing needs of consumers, many of whom like to shop where and when they want. Recently, Natura has been "weighing alternatives" for Avon, which contributed around 20% towards the group's Q1 total net revenue. Central to Neirynck's vision is a drive to break the lingering stereotype of Avon as the 'brand of your grandmother' and re-tell the story of what it means to be an Avon Rep in the 21st Century. When I heard this, the infamous 80's advertising campaign, This is not your father's Oldsmobile, came to mind. So, I reached out to him, to take a look under the hood. I quickly learned that this reboot is much more than a slick ad campaign. It is driving an expanding global platform that a potential strategic acquirer will find extremely valuable. My conversation revealed his reboot plans in action, with Neirynck stating, 'We needed to modernize the relationship selling model, digitalize the business and the whole process, and empower reps to connect with customers and sell products online through social media, personalized e-stores, digital brochures, and more.' Common sense, right? Sure, until you have your first 'channel conflict' Zoom tussle, and you learn that the 'third rail' of your business model still can't be touched—let alone rebooted. Even today, in our tech enabled, AI frenzied market, many brands are afraid to rock that boat. You know who you are. Avon is rebooting its third rail—expanding into e-commerce, retail, digital and other platforms, to form a new crucial pillar of its global omnichannel strategy. By operating across multiple channels, the brand is attempting to broaden its reach and enhance visibility, in sync with its independent representatives, who remain the core of the business and key to their success. Some good lessons here—even for companies that don't have rep resources. Back To The Future With Hybrid Bricks And Mortar In the global pull back from retail saturations; bold brands (and leaders) run into the fire. Since 2023, Avon has expanded into retail stores for the first time, in partnership with major retailers across its top markets, offering customers a chance to buy wherever they shop. This retail expansion has occurred at an aggressive rate, with products currently available in more than 2,000 stores worldwide. While direct sales remain its primary focus, the company continues to invest in its retail and omnichannel strategy in 2025, with plans for the number of stores to double by the end of the year, reaching a target of 5,000. Included in this target, and to complement retail stores, they are piloting a blend of relationship-based direct selling models plus traditional brick-and-mortar retail engagement with kiosks. Beginning in Turkey, and expanding to the UK, Romania and South Africa, the kiosks provide reps an opportunity to operate their own physical stores. By launching rep-operated franchise stores and kiosks, the company is efficiently bridging the gap between traditional door-to-door selling and modern retail. This approach offers reps expanded opportunities to diversify their businesses and leverage the advantages of in-store sales, while enabling Avon to adapt its strategy by market to better cater to local in-country shopping preferences. Time will reveal the effectiveness of this bold move, which could be a new model for other top (and emerging) brands. Another move we are seeing is 'never Amazon' brands, like Avon, offering their products through online marketplaces, further testing channel conflicts while extending their reach. However, others, like Amway, where I was previously an advisory board member, continue to discourage it. Instead, the company, who has also been through many go-to-market reboots, is doubling down with their own independent business owner (IBO) rep channels. CMOs across sectors are moving to situationally monetize marketplace platforms. If your brand is not doing this, I encourage you to—quickly. Brand Purpose And Financial Independence For Women Like other companies, Avon's business model has created meaningful opportunities for women to build their own entrepreneurial journeys through its global network of reps, empowering them to embrace financial independence and leadership on their own terms. They serve as community leaders and are at the heart of the company's mission to fostering self-confidence and improving women's health outcomes, while building deep relationships with their customers. I respect brands that have a strong purpose—and put their money where their mouth is. Avon has championed progress for women, contributed over $1B to crucial causes, and very importantly, funded breast screening for 20 million women. For Neirynck, fostering this culture while creating new and innovative ways to appear to customers is imperative to showcasing the brand as dynamic and fit-for-purpose in an increasingly crowded market. With players across the industry looking to carve out a unique space, his aim is to deliver an agile operating model that positions the business strongly for the next generation of consumers—not to mention a possible strategic acquisition.
Forbes
11-08-2025
- Business
- Forbes
The 5 Best Beauty Subscription Boxes, Vetted By Our Beauty Editors
Beauty subscriptions are a great way to try different products from both established and smaller indie brands that you may not have picked up for yourself while browsing. These services, like our top pick for best beauty subscription box from BeautyFix By Dermstore, deliver a curated selection of travel- and full-size products right to your doorstep. While most options offer a nice mix of makeup, skincare and haircare products, some subscriptions, such as Scentbird, specialize in fragrance. The best beauty subscription boxes allow you to try different skincare and haircare products for an ... More affordable price. ILLUSTRATION: FORBES/IMAGES: RETAILER To narrow down the list of winners, I considered the overall value for each subscription, brands included, categories covered, product sizes and quality of formulas before making the final selections. 'These boxes are great for those who are too busy to spend hours in Sephora testing products,' says makeup artist Alexa Rae Johnson. 'They allow you to try new things you may not have picked up or formulas you may not have thought worked for you.' From an expert-curated assortment to a fragrance subscription service, here are the best beauty subscription boxes in 2025. Our Top Recommendations Best Beauty Subscription Box Overall: BeautyFix By Dermstore Best On-Trend Beauty Subscription Box: Allure Beauty Box Best Fragrance Subscription Box: Scentbird Best Variety Beauty Subscription Box: Macy's Beauty Box Best Value Beauty Subscription Box: Ipsy Glam Bag Subscription period: Monthly, 3-month, 6-month, 12-month | Product size: Travel-size, full-size | Value: Over $100 What you'll love: Travel- and full-size products Great variety of brands and formulas Flexible cancellation Keep in mind: BeautyFix By Dermstore earned the top spot on our list for its affordable price, great assortment of products, and mix of travel and full sizes. For $25 per month, subscribers will receive five or more products from top brands like Korres, R + Co, Oribe, Tocca and more. Shipping is free after your first box, and we like the fact that there's a nice mix of makeup, skincare and haircare. Plus, you can cancel your subscription at any time. Allure Beauty Box Subscription period: Monthly, 3-month, 12-month | Product size: Sample-size, full-size | Value: Over $100 What you'll love: Products handpicked by industry experts Three affordable plan options Includes beauty products and tools Keep in mind: Each item in this beauty box is curated by a beauty editor, so you can rest assured that you're getting the best of the best. All boxes ship free, and notable brands that you might find include Tower 28, Glow Recipe, Olaplex, Tatcha and more. There are three plans to choose from, and you can cancel at any time. Subscription period: Monthly | Product size: 8ml | Value: 130 sprays What you'll love: More than 700 fragrances and colognes to choose from Includes both designer and lesser-known brands Features a 30-day supply Keep in mind: Each 8ml bottle includes about 130 sprays Perfumes and colognes can be pricey, and each scent can change or smells slightly different from person to person, which is why it's important to test a fragrance before committing to a full-size bottle. Here's where Scentbird comes in: You receive a 0.27-ounce designer fragrance every month that's handpicked based on your scent profile (fill out a quiz to get started, and re-take it as your preferences change). Scentbird has more than 700 fragrances and colognes to choose from, and you can pause or cancel your subscription at any time. Subscription period: Monthly | Product size: Sample-size, full-size | Value: $46 What you'll love: Wide variety of skincare, makeup and fragrances There's a coupon and a surprise item in each shipment Fun, seasonal themes for each box Keep in mind: Most beauty boxes include skincare or makeup, but Macy's Beauty Box stands out because it includes skincare, makeup and fine fragrances—making this one of the more well-rounded options available. Many of the boxes are centered around a theme (for example, a seasonal refresh or glam date night), so the products included feel relevant and work well together. Subscribers also get a coupon for their next beauty purchase, plus a surprise item that fits the box's theme. Subscription period: Monthly or quarterly | Product size: Deluxe size samples, full-size | Value: $70 to $270 What you'll love: Affordable plans You can choose one (or more) products in each shipment Deluze-size samples and full-size products Keep in mind: Can only upgrade quarterly Ipsy lets you discover new brands for less than $15 per month, making this an excellent value with some customization options. The Glam Bag, which is the entry-level subscription, gives you five deluxe-size samples, and you can choose one product in your bag. The other plans—BoxyCharm ($32 a month) and Icon ($65 a quarter)—allow you to choose up to three full-size products in each shipment. Like other options in this guide, you start by completing a questionnaire to help personalize each box. At Forbes Vetted, we've researched and written dozens of skincare stories, including ones about the best face moisturizers , vitamin C serums , hyaluronic acid serums and more. To narrow down our options for the best beauty subscription boxes, our editorial team tapped into our market knowledge and extensive testing experience, highlighting reputable brands that send high-quality beauty products right to your doorstep. We considered the price for each subscription, product sizes, quality of formulas and overall value before making our final selections. The makeup artist we spoke with made recommendations based on her professional experience, while customer reviews were examined for standout product traits. As everyone's budget looks slightly different, we included a wide range of prices. All the products selected for this story were also reviewed and approved by Sung.
Yahoo
01-06-2025
- Entertainment
- Yahoo
These 4 Under-the-Radar Perfume Brands Smell So Good, I Can't Gatekeep Them Anymore
Lately, I've been deep in my niche perfume girlie era. We're talking indie brands, ultra-unique blends, and scents that feel like personality statements. There's a lot of great perfumers out there making great work, but once in a while, you stumble upon a fragrance that feels completely new... like someone bottled a feeling you didn't know you were chasing. These four small perfume brands have either gone viral for good reason or quietly taken over my bathroom shelf. Either way, they're worth sniffing out. Favorite scent: Laurel Canyon I've been wearing Laurel Canyon for years, and it's one of those scents that always gets a 'Wait, what is that amazing smell?' from friends. Then I get to spill the tea about this rad, female-owned brand. I first fell for Laurel Canyon because of its Italian cannabis and ambergris notes. It smells like walking through LA in 1966 (or at least what I imagine that would feel like, since I haven't mastered time travel just yet). It's warm, intriguing, and quietly iconic. My It-girl scent, hands down. Speaking of It-girls, there's a TikTok rumor that Chappell Roan was hunting for Thin Wild Mercury's Girl of the Year scent after a video went viral. Since then, the brand's been flying off shelves - and for good reason. Favorite scent: Cowboy Kush I was casually killing time in a boutique when I caught a scent that stopped me in my tracks. I didn't know what it was, but I was immediately obsessed. After some subtle detective work (a.k.a. full-on sniffing the air), I found it: Cowboy Kush by Boy Smells. I haven't stopped thinking about it since. Boy Smells is known for its genderless, experimental approach to fragrance. Cowboy Kush is rugged but refined, think leather jacket and desert air. It's bold in the best way. People will stop you on the street to ask what you're wearing. Trust me, it's happened. Favorite scent: Strawberry Letter Phlur had a major comeback recently, thanks in part to TikTok's obsession with their scent Missing Person. But for me? Strawberry Letter is the star of the show. It's bold, juicy, and lives in that summer-sunset moment. Not too sweet, not too floral, just perfectly ripe and complex. It's the kind of fragrance that makes people lean in and ask, 'What is that?' I held off buying it for a while (shopping for perfume online is a gamble) but then a friend wore it to lunch and I was sold before the appetizers hit the table. I went home and bought it that night. No regrets. Favorite scent: Berlin This one's for the fragrance nerds. Frau Tonis is a Berlin-based atelier where you can literally build your own scent in-store. Yes, you get to be the perfumer. On my first trip to Berlin a few years ago, I did a workshop—and now it's a ritual. Every time I'm in the city, I swing by to restock. Even if you're not heading to Germany anytime soon, their core collection is available online—and worth every drop. My go-to? Berlin. It's sharp, smart, and just a little bit seductive. Bergamot meets lemon, cedarwood mingles with cardamom—it's structured yet surprising. If Glossier You is for the cool girl next door, Berlin is for her worldly older sister with impeccable taste and an even better passport stamp collection. Sure, Chanel No. 5 had her moment, but these days, I'd rather smell like a main character than my grandmother's powder room. These indie perfumes are bold, modern, and way more fun to wear. You're about to smell amazing because of them.
