The roles of prestige skincare and makeup are becoming more and more intertwined today. The immediate results of slimming, lifting, tone correcting, and radiance achieved by makeup face products is not only influencing consumers’ relationship with makeup, but also with that of skincare. Over the last year, prestige makeup products market reached $6.8 billion in the United States, with the healthiest sales growth of 13% vs. 2014*.
The growth was driven largely by concealers and other face products including primers and contouring, highlighting, and sculpting kits due to the contouring and strobing trends which came to life in 2015. Eye brows continued to outperform the eye makeup segment, and lip color saw the largest increases within the lip segment. The lion's share of the prestige makeup growth also belonged to organic makeup category, with new players constantly coming to the market.
ILIA launched its first collection of 6 Tinted Lip Conditioners in Vancouver, Canada in 2011. Their makeup is dairy free, cruelty free and made with certified organic products. Each piece is made of bio-active botanicals that nourish and rejuvenate the skin. After the initial launch ILIA’s product line grew from six to forty pieces in less than two years with a focus on lip care. Select retailers include Colette, Harvey Nichols and Net-A-Porter. The brand has quickly placed itself as a niche and prestige color cosmetic line available in over 25 countries globally.
RMS Beauty was created by Rose-Marie Swift who has been a famous make-up artist for over 35 years. Several years ago, she began to experience some health issues that were causing many problems physically, mentally and emotionally. After an extensive series of tests, she learned that her blood contained toxic levels of heavy metals as well as high levels of pesticides and other chemicals. Until then she had no idea that cosmetics could contribute to serious health issues. Therefore she created RMS Beauty, the acclaimed line of organic color cosmetics that now are being sold globally in Mecca Cosmetica (Australia & New Zeland), Space NK & Bluemercury (US), BeyOrg (Hong Kong) and many other prestige retailers.
ALIMA PURE COSMETICS
Alima Pure Cosmetics is a quickly growing niche make-up brand driven by the tagline of CLEAN. CONFIDENT. REFINED. All makeup products for face, eyes and lips are free of parabens, synthetic dyes, petroleum and other chemicals. They are based on pure mineral pigments, nourishing plant oils and soothing botanicals. Their unique approach to products is also reflected in their marketing activities: sample sets of 10 chosen shades are being sent to customers who search for the perfect color match in foundation.
Antonym is an eco-luxe brand that was founded in 2010 by local Miami makeup artist Valerie (Val) Giraud who sought to create a full line of professional makeup brushes made of high quality synthetic material and a line of highly pigmented, certified natural & organic makeup. Antonym is growing a niche presence in the US market and has also expanded to Australia and New Zealand, Israel, Pakistan.
Juice Beauty is a California-based organic skin care and make-up line that source most of ingredients locally from the US West Coast. The brand was created by Karen Behnke in San Francisco. Recently, as part of the arrangement, Gwyneth Paltrow became the shareholder and creative director for makeup, helping to design an organic makeup collection for the company called Juice Beauty Phyto-Pigments. The brand has grown by $1 to $2 million per year, averaging more than 35% of growth in the past few quarters.
These are just some examples of how niche makeup brands can go green, prestige and global, helping the environment and taking care of their customers’ health in the same time. However, upgrading brand image and investing in more high-end marketing content would definitely help them to gain the attraction of luxury customers, who become more and more inclined to eco conscious brands today. Reach out to Chic Being to define your strengths and build more luxury image of your organic makeup brand.
*The NPD Group, Inc. / Women’s Facial Skincare Consumer Report 2015