10 Things You Need to Know to Succeed in the Modern Beauty Industry


10 Things You Need to Know to Succeed in the Modern Beauty Industry

Are you a new or aspiring entrepreneur who is hoping to take off in the beauty industry? If so, this blog post is for you.

Having worked in the digital marketing landscape for 8+ years as a specialist in beauty, I know one or two things about how to prepare yourself for success as a beauty CEO. 

Keep reading for ten of my best practical tips and strategies that will help you succeed in the modern beauty industry!

  • Focus on developing a niche product that solves a problem.
    At the end of the day, the reason people spend money on beauty or skincare products is because they are hoping to solve a problem. Ask yourself what problems your ideal customer is likely to be facing when it comes to their beauty routine (or do market research to get the hard data) and create your first product based on that issue.

  • “Prime” for your business for future success.
    You know how when you’re doing your makeup, you put primer on before you apply foundation to make sure your makeup will last? The same thing goes for your business. You want your business to thrive long into the future, so you need to make sure you’re putting a primer down that will help it do so. This means thinking about your brand as a whole (like your values, mission, and vision) as well as your long-term strategy and marketing plan early on.

  • Get your branding right and ensure it speaks to your target audience.
    Your branding is super important in the beauty industry! Oftentimes, the “vibe” of a brand as a whole is enough to get interested customers to buy — especially if you make sure your branding is consistent with what your target audience likes. For example, if your brand is based on clean, sustainable beauty, you’d want to utilise environmentally-friendly packaging and a more minimalist aesthetic. Just remember: branding is one area where enlisting the help of a graphic designer is always worth it.

  • Create a winning, integrated marketing strategy to help drive visibility for your brand.
    In order to build a loyal base of customers, people need to be able to discover your brand! This is where your marketing plan comes in. For the greatest visibility and results, you want to have touch points across all areas of marketing, including web, emails, ads, social media, etc.

  • Find a consultant, mentor, or coach you trust to guide you.
    Starting a business isn’t easy, and sometimes the most efficient, impactful way to drive results is to learn from somebody who has been in your shoes and knows how to achieve success in your industry. I can’t say enough good things about working with an expert who is there to support and guide you throughout your business journey.

  • Clean = cool.
    One of the hallmarks of the changing beauty industry is the shift towards clean, natural products. Focus on naturally derived ingredients and stay away from anything that is controversial or potentially harmful in your formulations.

  • Focus on engaging and captivating packaging that speaks to your consumer.
    Packaging is what will grab your consumer’s attention before they even know anything about your product, which is why I recommend going the extra mile when it comes to creating packaging your target customer will love. Think about what the individuals in your target audience would find aesthetically pleasing on their bathroom counters! What colors, concepts, and themes stand out?

  • Emotionally connect with your community to build a cult-like following.
    There’s more to the beauty industry than just the products. Use your brand story and social media content to form an emotional connection with your community that will make them know, like, and trust you. Don’t be afraid to get personal and real with your audience!

  • Have one “hero” product to capture your brand’s essence.
    Your “hero” product is what your consumer will come to know your brand for — your signature thing that you do the absolute best. For example: when you think of Anastasia Beverly Hills, “brows” immediately come to mind.

  • Partner with influencers that put your brand on the map.
  • The power of influencer marketing is at an all-time high. Find influencers who align with your brand values and partner up with them for increased visibility and revenue.

    There you have it — some simple tips and tricks to focus on when you’re first getting started!

    Of course, if you want customised support in upleveling your beauty brand, I’m here for you on that front too. You can learn more about my strategy calls, coaching, and consulting services here. I’d be honored to support you!