“I’m bullish on the space of beauty if definition is closer to health and wellbeing.”

Odile Roujol
4 min readSep 18, 2024

Recently I was part of the iconic “no stupid questions” by Rachel Brown, Beauty Independent.

There are 5 trends that makes me feel we could reach a plateau in beauty figures if keeping the traditional definition in the future.

Customers have invested in:

  • First, a holistic approach of beauty to address root causes: see the success of Veracity metabolic health (and their Metabolism ignite as an alternative to ozempic), Yina gua sha tool sold with their exceptional décolleté cream, Shaz and Kiks scalp care for beautiful hair …
  • Second, new services: Luum lash extensions powered by computer vision (now @ Ulta)
  • Third, customers measure what they do, and they know better their skin: the rise of HelloBiome measuring the microbiome to have the right choice of skincare and hair care, a solution used by iconic brands, the epigenetic test by Novos labs, in addition to their longevity and wellness supplements, FunctionHealth platform tracking biomarkers and your progress.
Elsa Jungman founder of Hellobiome
  • Fourth, they want a simplified routine: GoodLightWorld has one serum, one lip product, one product for acne …
  • Fifth, customers love founders who raise their authentic voice: BrownGirlJane with scents reflecting their mood of the day, Bubble -also targeting GenZ — has always believed in the power of the community before securing retail partnerships, new inclusive initiatives such as The Folklore and ThirteenLune putting forward indie brands, mixing stores/ pop up events and on line market places are interesting to check out. Even in the competitive context and higher costs of acquisition, best emerging brands should continue to rise, and will be change-makers and disruptors in the industry .
Malaika and Naia Jones co-founders of BrownGirlJane
The Folklore founded by Amira Rasol

The definition of beauty should now include wellness and supplements, and also non invasive procedures, new spa services… We should talk about beauty and well-being indeed.

What we want is to look younger for longer and healthier for longer. Customers don’t believe any longer it can be fixed just by a cream or makeup you apply on your face. They are more educated on the importance of their diet, sleep, sport practice. They are aware of different periods in life from being a teen-ager to experience menopause.

what could they look like?

The definition of beauty should now include wellness and supplements, and also non invasive procedures, new spa services.

The future belongs to brands and corporations understanding a broader approach of well-being. How to stay younger for longer, using the non invasive procedures instead of massive surgery.

For corporations, it means participating or acquiring companies in the space,

  • with science based products and a rigorous way to develop them, checking carefully they are safe and they are performing.

- and, in an era when people spend a lot of time watching video content and live events every day, understanding how to leverage the power of a community of experts: dermatologists, academics, doctors, a new generation of “ethical” esthetic surgeons, estheticians, scientists and academics acknowledged by their peers…

That’s where some of them could make a big difference. Being agile, open minded, and tech & data-driven.

Dr Elsa Jungman, PhD., Founder of HelloBiome

If you want to know more about the FaB founders, we could not mention all of them: https://www.fabcocreationstudio.com

--

--

Odile Roujol
Odile Roujol

Written by Odile Roujol

Founder Fab Ventures and Fab Fashion & BeautyTech community - Conscious Living -Women. BA, Board member, ex CEO Lancôme @loreal /CDO @Orange - L.A. / SF

No responses yet