This article was originally published in the Cosmetics Business Colour Cosmetics Trend Report. Receive your copy here.
From Hailey Beiber’s Rhode Lip Case to Harry Styles’ ready-to-wear clothing collection, some of the hottest launches from cosmetics brands in 2024 have been merch not make-up.
The buzziest brands in beauty have moved beyond cosmetics to selling a lifestyle that provides consumers with a sense of community and belonging, according to Ashley Wong Tsui, CEO of custom merchandising company Gemnote.
The question is why. Make-up is a category that fashion labels from haute to high street have been clamouring to enter in recent years, and yet, the reverse is gaining momentum now, as colour cosmetics brands branch out with clothing and accessories from bucket hats to beach bags.
Michelle Grayson, Head of Operations at The Red Tree, explains: “Successful merch can be a goldmine as well as a game-changer for colour cosmetics companies.
“Aside from the obvious free advertising if someone is walking about and wearing products with your branding, if something goes viral on social media, it could be the making of a brand.
“Limited edition accessories can massively drive sales, FOMO etc, anywhere from between 5% to 20% and even more during launch.”
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Featured companies
- Companies:
- Pat McGrath Labs
- Milk Makeup
- Glossier
- Rhode
