Beauty retailers are deeply vetting brands to make sure they’re efficacious and ethical.
For years, curating assortments has been crucial to how retailers have differentiated themselves — picking the best items from brands, and offering them up to beauty shoppers in a mix meant to surprise, delight and differentiate.
The final piece of Standard Dose’s process is focus group testing with at least five people, at most 50. “It’s an anecdotal focus group,” he said. “We’re looking at the messaging on the product packaging. If it claims that it’s going to help with sleep, did you sleep better? Did you sleep deeper? Did you go to bed easier? Did you stay asleep? Did you wake up in the middle of the night?” Standard Dose’s process is working. The retailer is up 10 times in order volume year-over-year.
As retailers evolve their standards, beauty brands are navigating how to maintain their narrative when sold with multiple partners. “There is no [industry-wide] standard for clean,” said Ron Robinson, founder and CEO of BeautyStat, which is sold at Violet Grey and Thirteen Lune, among others. “So rather than trying to conform to each retailer’s definition, we focus on making sure that every ingredient we use is proven to be safe and effective.
Exclusives are also a priority for Credo. Recently, they launched Kinship Super Melt Vegan Lip Jelly Mask exclusively due to its ingredient composition and packaging, a tube made of 50 percent post-consumer recycled plastic and a recyclable cap with PP plastic. According to Credo, the applicator is made of naturally hygienic silicone and the carton is made of mixed recyclable FSC paper.
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