New and Improved?
EMERGING SKIN CARE BRANDS MANAGE TO FIND THEIR WAY
IN AN INCREASINGLY COMPETITIVE MARKETPLACE.
WHAT IS IT about skin care that makes it so dynamic? Is it the constant development of novel ingredients? The launch of a next-generation delivery systems? An expansion of form, function or usage? Portability? Packaging?
In October 2014, The Benchmarking Company surveyed more
than 1,000 women about their recent skin care purchases. Of
those who indicated they tried a new facial skin care product that
they were initially hesitant about purchasing, 20% said it was a
serum; 15% said it was a cleanser, mask or peel, or combination
(BB, CC) product. Furthermore, BB creams were cited as the No.
1 specific type of product that“changed my life” in 2014, according to respondents.
Creating that life-changing skin care products is an inside job,
according to Molly Sloat, trend director at Ulta Beauty, Chicago,
an emerging skin care brand starts with the incorporation of innovative components—much like what is seen in the advertising
pages of Happi!
“At Ulta Beauty, we have to identify trends early to get ahead of
the demand and offer the right product assortment that best serves
our guests’ appetites for the latest innovation,” she told Happi in
an interview. “The increased uses of natural ingredients like nuts
and oil started a trend for more natural products that we have seen
continue as consumers become more and more health conscious.”
Here’s a look at some rising contenders in the beauty segment for 2015:
First Aid Beauty
Names to Know: Lilli Gordon, CEO and founder
Major Products: Ultra Repair Cream, Facial Radiance Pads, Facial
Radiance Overnight Mask, Face Cleanser, 5 in 1 Face Cream with
SPF 30, Skin Rescue Purifying Mask with Red Clay, and Eye Duty
Hero Product: Ultra Repair Cream, a best-selling product, is the
ultimate skin healer that can be used by everyone of all ages and
all skin types. It can be used to treat dry, itchy scaly skin anywhere
on the body, whatever the cause, even eczema. Ultra Repair Cream
has a beautiful whipped texture that is instantly absorbed with no
greasy after feel, said founder Gordon. The star ingredient in this
cream is colloidal oatmeal—the only OTC
ingredient for treating the symptoms of ec-
zema. The product also contains nourishing
shea butter, soothing allantoin and is petro-
latum free. In a clinical study, the results were
powerful; hydration increased 169% immedi-
ately following application. Ultra Repair Cream
delivers instant moisture, immediate relief and
long-term hydration for baby soft skin.
Stocked at: Sephora, online at www.sephora.
com and www.firstaidbeauty.com
Newest Launch: In January 2015, First Aid
Beauty (FAB) has two—Ultra Repair Hydra Firm
Sleeping Cream and a Milk Oil Conditioning
Brand Story: According to founder Gordon,“In
2009, I set out to create a brand that was afford-
able, uncomplicated and effective that would
stand the test of time. First Aid Beauty (aka FAB)
is on a rescue mission: obsessed with bringing
you products that will help your skin look its
absolute best. At FAB, we believe that beautiful skin starts with
healthy skin. We offer real solutions to real problems, as well as
every day essentials that form the cornerstone of your skin care
FAB elevates traditional, iconic drugstore products by putting
the beauty into first aid. Gordon said,“We’ve taken tried and true
drugstore skin remedies to their next level. The line addresses a
range of skin care conditions with scientifically advanced formulations that provide immediate relief and long-term results. For
anyone who suffers from chronic skin challenges or is looking
for everyday essentials at affordable prices that are easy to use,
feel good and do what they say, First Aid Beauty is the solution.”
Why We’re Watching: Gordon founded FAB after growing increasingly tired of products that were“ineffective, medicinal-feel-ing and made with outdated, irritating ingredients.” She works
closely with a board-certified dermatologist to ensure that all
FAB products achieve maximum results with minimum irritancy.
In addition, all FAB products are allergy tested and safe for even
the most sensitive skin.
Melissa Meisel • Associate Editor