Is mainstream beauty innovation dying out? According to recent data, only 46% of beauty launches in 2024 were truly new products—compared to 66% just a decade ago.
The beauty industry’s biggest players, once known for constant, flashy new releases, seem to be losing their momentum. But what’s really behind this slowdown, and how will it impact the future of beauty?
In this eye-opening episode of Green Beauty Conversations, Lorraine Dallmeier, Chartered Environmentalist, Biologist, and CEO of Formula Botanica, is joined by Ana Green, Education Manager at Formula Botanica and seasoned beauty industry expert. Together, they pull back the curtain on the beauty world’s innovation drought.
Join Lorraine and Ana as they explore how indie brands are stepping in with bold new ideas and innovative formulations while the giants of the industry struggle to adapt.
If you’re curious about where the beauty world is heading and why indie brands are now at the forefront, this episode is for you.
“Indie brands are showing that innovation isn’t just about creating something new. It’s about being agile, sustainable, and responding to what consumers really want.” — Ana Green
In this episode with Ana Green, you will hear:
- The fall of mainstream beauty: Mainstream beauty brands are creating fewer new products compared to a decade ago. Economic shifts and changing consumer demands are playing a big role in their hesitation to innovate.
- Indie brands leading the way: How indie brands are outpacing major players by responding faster to trends and market needs. This includes key aspects such as sustainability and ingredient transparency.
- Reformulations over new product launches: How reformulation is taking over new product launches. Major brands are shifting focus toward sustainability and making existing products more efficient rather than constantly introducing new ones.
- The rise of social media and informed consumers: How social media and consumers are holding beauty brands accountable, pushing them to innovate more thoughtfully and avoid superficial claims.
- The influence of beauty retailers: The surprising ways retailers are now influencing big beauty brands, forcing them to step up their game or lose shelf space.
Key takeouts include:
- Big Beauty’s innovation slowdown: Mainstream beauty brands are launching fewer new products, shifting focus to reformulation and sustainability. Economic pressures and increased scrutiny are driving this trend, with brands being more cautious about introducing entirely new lines.
- Indie brands leading the way: Indie brands are taking the lead in innovation. Their agility and willingness to take risks allow them to respond faster to market trends, something the bigger players are struggling to keep up with.
- Sustainability as innovation: Consumers are demanding more sustainable beauty options, and indie brands are rising to the challenge. From eco-friendly packaging to innovative ingredients, indie brands are revolutionising the industry and forcing larger brands to rethink their strategies.
- The power of regulations and consumers: Stricter regulations and a more informed customer base are making big brands more cautious with their product launches. Meanwhile, indie brands are turning these challenges into opportunities, focusing on transparency, authenticity, and building genuine connections with their audience.
- A new era of beauty innovation: The slowdown in mainstream innovation might be a positive shift for the industry. It’s encouraging both big and small brands to be more thoughtful in their approach, leading to more meaningful, long-lasting products that consumers truly value.
Related episodes:
- Episode 110: Will indie beauty reject fast beauty?
- Episode 141: Celebrity beauty brands: Are they worth it?
- Episode 144: Celebrating eco-beauty pioneers
Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or YouTube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.
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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.
