Is a lovely acne patch a good business worth investing in?

Skin care brands, which are aimed at eliminating acne, are showing new vitality. A number of start-ups have set their eyes on this $2.8 billion consumer market.

London, UK – most skin care brands offer products that cover and hide acne or skin defects. But when model Charli Howard decided to create squish beauty, she wanted her acne products to have the opposite effect: they were designed to stand out.

Unlike traditional acne patches, Howard’s products are flower shaped, brightly colored and inlaid with jewelry. Instagram’s posts with the brand’s label are full of “buyer’s show” photos eager to display these acne patches.

Bobbi Brown also invested in Squish, which is favored by the market because of its cherry shaped moisturizing mask, lip gloss and moisturizing cream. However, within a year since its inception, the brand’s facial acne stickers are still the best-selling products.

consumers over 30 may not understand the concept behind their design. But more and more young consumers are attracted by emerging beauty brands such as squish beauty, which are targeting more traditional players in the acne industry and challenging them with clever brand marketing and inclusive strategies.

to be sure, these start-ups are still in a niche market, which is dominated by FMCG giants such as Johnson & Johnson, L’Oreal Group and Li Jie Shi, which occupy offline retail outlets such as pharmacies and supermarkets with approachable pricing. According to Euromonitor, Johnson & Johnson has a 43% market share of acne skin care products in the United States. Piper Sandler, a financial services firm, said that even among teenagers, J & J’s Neutrogena has always been rated the most popular skin care brand. In addition, Johnson & Johnson’s cleverness is also very popular.

However, due to the new crown epidemic, the beauty industry is changing with each passing day, thus giving birth to new business opportunities. In its May report, Ou predicted that the entire skin care market will grow at a CAGR of 4.2% over the next four years, much faster than the growth of cosmetics and fragrances, which is expected to grow at a rate of 1.6% and 0.1% respectively.

according to Euromonitor, consumers around the world spent $2.8 billion on acne and skin care products with closed mouth cleaning last year. Some beauty retailers point out that the epidemic has further promoted the focus on acne care. Consumers are suffering from skin problems due to the long-term continuous pressure and the demand for masks. It is understood that the sales of acne and acne products of cut beauty, a multi brand beauty retailer, increased by 139% year-on-year.

“this growth took shape before the outbreak,” said alexia Inge, co-founder of cut beauty. “It’s a consumer driven trend, and the epidemic has given it more momentum.”

Howard said that her own brand and instagram style product design were inspired by a new attitude, which was dominated by generation Z and swept many social media platforms such as tiktok. “They’re very concerned about skin care and think it’s cool to show themselves in a really authentic way,” she said. “You can see them uploading photos of themselves with acne patches, even taking pictures of their own growth lines.”

starface, a New York based skin care start-up, also saw new opportunities and launched a star acne patch. Julie Schott, co-founder of the brand, says its core customer base is between 17 and 24 years old, with a large following of Millennials.

“generation Z consumers like to use our star acne patches at school, on social media, or as decorations, while millennials usually use them at night or at home,” Schott said.

starface connects with consumers through its iconic yellow smiley face, so that young consumers can see the brand’s advertising on their mobile phones instead of traditional media such as TV or magazines. The brand sends new product updates and limited release acne patch styles to customers, and its co-founder Brian bordenick says its limited edition products are usually sold out at the time of the promotion email, and its email subscription list is growing at a rate of 15% to 20% per month.

tiktok is an excellent tool to attract teenagers and an early starting point for starface. Videos released by celebrities such as Charli damelio and Addison Rae have been watched millions of times, including 38 million tiktok users who watched damelio’s starface acne patch video released in March.

since the launch of star stickers, a representative product in September 2019, starface has also launched a cleaning product and a moisturizing product, both featuring bright yellow packaging.

to shape trends on social media, it’s not just about the product itself. Squish’s delivery process is designed to provide consumers with an unpacking experience, using reusable zipper bags and colorful hair loops to highlight product packaging.

squish will also sell other products, including metal designed brand name lettered necklaces. Blume, a skin care brand hotly debated last year for normalizing acne concerns in advertising campaigns, also sells a range of products, including socks and candles.

older consumers with stronger purchasing power are promoting the development of the latest beauty instrument technology. In the past few months, beauty salons have been forced to close down and home beauty spending has increased. Sales of more expensive beauty equipment in cult beauty’s store have surged, especially products that help with home care such as phototherapy and microneedles. Dr. Dennis Gross Skincare is especially popular, and its phototherapy mask is priced at 430 pounds, but the product is said to stimulate collagen growth, eliminate acne bacteria and prevent future acne outbreaks.

“it’s always difficult for us to get a large stock of the product,” Inge says. “It’s a surprise. When we introduced the product, we were still trying because it was so expensive. But if it works, people are willing to pay for it. ” Pigtail is the most delicious way to do, super simple, women often eat, beauty and beauty, delay aging