The company acquired clean beauty brand W3ll in February and is launching skincare-focused brand Keys Soulcare in in a linkup with superstar musician Alicia Keys. But the company made a strategic decision early in the pandemic to keep on track with all its initiatives.
Cosmetics was the only mass cosmetics brand to post growth during the quarter, with its colour cosmetics sales up 3 per cent year on year compared to an average of 20 per cent declines for other brands, according to Nielsen. Beauty CMO. The newly launched Ride or Die lip balm similarly merges hydration with a subtle tint, acting as a less-drying alternative to lipstick. But the line-blurring product that has taken off most during Covid has been bestselling Poreless Putty Primer, originally launched last year.
At the height of the pandemic, E. Alongside brushes, brow products and sponges, E. Many beauty companies, including Sephora and Smashbox Cosmetics, have found loyalty programmes can drive customer retention and repeat purchases, and E. During the pandemic, as the company noted a 60 per cent surge in new consumers shopping on its website , E. There are now over 2. To further boost the online experience, it has followed in the footsteps of other brands across categories during the pandemic and stepped up its customer service offering.
Building on an existing AI-driven online chat feature, a new live chat feature, launched this week, enables customers to speak to relocated store associates and makeup artists via video, phone or chat. Since debuting on the app last year, the company has garnered nearly 10 billion views and six million user-generated videos for the likes of its eyeslipsface hashtag challenge, which involved users lip-syncing and dancing to an original song, and the elfmagicact challenge, which spotlighted its Poreless Putty Primer.
That sense of authenticity extends to its overall messaging, which is willing to adopt an activist tone. Since then, the brand has expanded into a beauty empire that houses categories from makeup and tools to skincare that boast high-quality ingredients like hyaluronic acid, squalene, and CBD. Inspired by the fast-fashion industry's growing success, the duo set out to recreate the model of low prices, fast turnarounds, and trendy aesthetics, but for the beauty world.
But unlike the fast-fashion world, the Shamahs vowed to stray away from the notion that cheap products meant low-quality results. Instead, they created products that performed well above its super-affordable price tag. Although a vast audience, we uncovered that their wants are remarkably similar: access to the best of beauty, without compromising their wallets or the value of their products. The brand attributes their close relationships with suppliers and manufacturing abroad for keeping their cruelty-free brand costs low.
The brand also spends very little money on traditional advertising or celebrity endorsements and relies heavily on social media exposure and crowdsourcing. She explains e. The brand persistently stays on-trend in addition to inspiring new ones , sources high-quality ingredients that rival brands even triple their price point, and pushes the envelope with innovation.
Scroll through for our e. This Putty Primer comes in three finishes poreless, matte, and luminous for a customizable look, and it's packed with squalane to keep your skin from drying throughout the day. The wax-gel formula is infused with micro-sized, hair-like fibers to fluff up your brows and comes in five pigmented shades to define those arches. This is the most expensive item on e.
A steal if I've ever heard one. Brands from MAC to Morphe and Gucci to Chanel have all released their own versions of a bouncy face gloss that gives your makeup that wet look, but e.
Pop it on your eyes, lips, and face get it? We don't have to tell you that contour palettes can be expensive, but not this one. This collection of four powder shades sculpts, shades, highlights, and brightens your complexion for less than the price of your morning coffee. And the best part is it's infused with vitamin E, so you never look dry or chalky. This tinted lip oil boasts a 4. Packed with jojoba, apricot, and vitamin E, this lip oil moisturizes lips while simultaneously imparting a juicy wash of color.
If you like your skincare routine to be experiential and we're just going to come out and say it Insta-worthy, this award-winning mask is just the product to add to your regime. Apply the antioxidant-packed mask, then use the magnetic wand to remove the mask and extract impurities like something out of a science project, leaving you with super soft, hydrated skin.
This little vial of tea tree oil and witch hazel is your secret to achieving clear skin, while playing chemist in your very own bathroom. Wear the formula alone or mix it in with your favorite skincare or makeup products for a skin-clearing boost. It also hydrates skin with hyaluronic acid and sweet almond oil, all while maintaining a lightweight gel-cream texture.
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