Any of us know that buying an expensive imported lip balm turned out to be disappointed more than a glossier gloop, or waiting for the aunt to return much needed concealer to travel abroad. For the women in developing countries – or any unfair-looking woman – has long been the reality of buying cosmetics: a blonde-girl-like feeling, nothing is right. However, in recent years, a batch of self-produced beauty brands have appeared, and now there are more choices of color women.
The biggest success so far is Rihanna’s Fenty Beauty line, which has achieved a value of 72 million dollars in just one month since its debut. Daniela Rinaldi, commercial director of the Harvey Nichols Group, a Fenty Beauty retailer in the UK, said: “We are delighted with this astonishing response – by far our largest cosmetic launch so far.” “Since the launch, these teams are building, Some dedicated clients and fans lined up for up to three hours. ”
In addition to Fenty, which is linked to LVMH, a large conglomerate, there are many smaller cosmetic brands emerging around the world, such as the Happy Skin in the Philippines, which has 14 stores and collaborates with Hello Kitty and Disney. Launched in 2007 as one of the first major cosmetic brands in Pakistan, Luscious formulates for South Asian skin types. These play on global trends and pop culture, including the twilight theme makeup palette. Mehrbano Sethi, founder of the Dubai brand, said: “We have grown to be the authoritative mouthpiece.” We first created a worldwide daily moisturizing formula that lacked shade and color at the time. Then we started to create satin and matte formulas before the American trend,
In Pakistan, life style bloggers Atiya and Amna Abbas read “Seventeen” magazine for makeup. Amna said: “In this magazine, there is a very natural appearance, but the lipstick will be such a pale pink and it will look very bad on our skin.” Pakistan has some self-produced cosmetics companies, Consumers provide more choices. Atiya said: “They cater to all kinds of complexion – you can get a nice lipstick tone.
The rise of independent brands also shows a new make-up entrepreneur – celebrities, beauty influencers and just want to fit their make-up people. Among them are Iraqi-American make-up artist Huda Kattan, who has more than 22 million Instagram fans and 2 million YouTube subscribers and has designed his own false eyelashes. Kattan does not like the existing stuff, and the eyelashes she creates have aroused the interest of potential customers. However, she initially found it hard to find a dealer and was told that the eyelashes were “insignificant” – “though,” she said, “I have these women who want to buy them from me.” Kattan’s range took off when It stocks Sephora in Dubai in 2013 and her Huda Beauty brand has expanded to include eye shadow palettes and foundations.
While the global cosmetics brand remains attractive, its customers tend to favor more niche products. Their designs are in the minds of local consumers rather than after-the-fact ideas. They meet a variety of needs: vegetarian, cruel, halal and “breathable.” Independent brands, like pharmacy brands, are often used as “mimicry” – a repetitive version of the cheaper gigantic bestseller.
Lia Andrea Ramos, head of the US distributor Glamourbox, said that in the Philippines and other markets where international cosmetics brands are widespread, the growth of domestic products has been relatively rapid in recent years. “Filipinos are smart and price-sensitive, and local brands have come up with their own cosmetics to cater to the mass market – for under $ 10.” Some brands are also developing mid-range products. Local Filipino brands draw inspiration from the trends in the West and beyond, providing local variants of South Korean “K-Beauty” products, among the best in the world. They look as good as the products made by the global cosmetics giants, beautifully packaged, localized campaigns and mixes, sold on the same beauty websites and make-up counters of the global brands.
However, independent brands are not limited to their family audiences. From the successful French pharmacy products to the success of Korean skin care products, the curiosity of international brands did not start from cosmetic counters, but online. The Internet has revolutionized the way people discover new brands and get to know launch because makeup influencers on YouTube and Instagram determine how women buy, dress and use cosmetics. Sethi said “comment” is “king,” referring to the Instagram account @dupethat how the sales of shades of the shades skyrocketed compared to a Pat McGrath lipstick.
Huda Beauty’s social media and customer needs are still driving product development. “I was always inspired by the comments and requests that we saw on Instagram.” As we developed the #FauxFilter Foundation, I reached out to our Instagram audience because I wanted to know what they wanted Coverage and completion, and how they choose the foundation. We have thousands of responses to help guide us. “This democratization process – make-up entrepreneurs respond and incorporate feedback and requests – are sales of independent brands.” Kattan said: “When people buy our products, they do it because they are created based on the needs of consumers And it meets the specific needs. “In turn, buying becomes more emotional than trading. ”
See a local brand doing well, but also a happy feeling. The bongo5.com website says Tanzania model Flaviana Matata has created a series of eye-popping nail polish Lavy, while the Nigerian bloggers blog about local brands such as Nuban Beauty.
However, the country and the market are still not fully exploited, although you may know about Bum Bum Cream in Brazil online, but that does not mean that consumers have access to them or their localized versions. Clare Oparo, an Ugandan skin care blogger based in Kenya, said that while African companies have made progress, pointing to brands like Suzie Beauty is still a challenge for getting quality skin care and make-up. She had to rely on expensive third-party merchants to buy and ship international products to Kenya. “It’s frustrating – especially when it really helps you, like sunscreen.” When I read someone’s experience with Sephora … I’m too envious! God, I hope I can be here. “