As the founder of Glow Therapy, I found Clinique's origin story inspiring. Estée Lauder created Clinique in 1968 to provide dermatologist-tested, allergy-tested skincare. She saw the opportunity in creating skincare for sensitive skin when options were limited. Clinique was ahead of its time in many ways. It focused on science and safety, not hype. It offered a skincare system to achieve a consistent routine. And it provided targeted solutions for common skin issues. This vision to provide trustworthy, affordable skincare for all skin types has allowed Clinique to stand the test of time. Like Clinique, Glow Therapy was born from a desire to provide skincare solutions that are inclusive, grounded in science, and actually work. We spent years researching light therapy to offer LED masks that are safe, effective, and attainable. Our masks treat acne, aging, and general skin health at under $200. We believe great skincare should be accessible to all, and Clinique helped pave the way for brands like ours. Success comes from a staunch dedication to your vision and customers. For over 50 years, Clinique has stayed true to creating dermatological skincare and education. They've built a loyal community by addressing real needs and concerns. By following their lead, we aim to do the same.
Founder, illustrator, writer, branding & storytelling strategist at Keva Epale Studio
Answered 2 years ago
There are so many inspiring and ethical beauty brands out there. Nevertheless, I would choose the brand Gisou and its celebration of honey traits, nurturing design, and overall brand ethos. Gisou was featured in one of my brand spotlights in my branding newsletter for several reasons, with the primary one being how magnetic they have built their brand. I love how they started with the product and its secret ingredient—honey—which initially drew me to Gisou. In the industry, Gisou exemplifies how to embody beauty in its various forms. It is crucial for founders to keep this in mind when entering this lucrative market. I could have discussed Fenty and the significant changes it brought to the industry, but I chose Gisou for a branding spotlight as an inspiration. As a brand strategist, I believe that brands which leverage their most magnetic assets and core values are on the path to revealing outstanding identities. Start with your strengths, expand upon them, play with them, and take pride in them. Create a culture that celebrates these traits and grow from there. As a consumer, the beauty industry needs more female founders who challenge traditional notions of beauty. We need more women from diverse backgrounds who create and build beauty brands that celebrate womanhood in positive and empowering ways. The industry still holds onto many prejudiced ideas about women and how they should be perceived. Valuing beauty solely based on image cannot be its foundation. Alongside brands like Gisou, which expand the visual representation, there is more work to be done on messaging and leadership ideas, as demonstrated by Dove. So, while Gisou is doing well and their brand is thriving, their success should be accompanied by societal change to support women in becoming leaders.
I'm inspired by the origin story of IT Cosmetics. It was created by Jamie Kern Lima, who at the time was a TV news anchor. She suffered with skin issues such as Rosacea and was determined to create a product that would be gentle yet effective enough for long wear, under TV studio lights. What I love the most about the brand's story is that it wasn't an overnight success. The brand faced years of rejection and struggled to gain traction in the early days, before blooming into the billion-dollar brand we know today. In an era of TikTok viral brand sensations, it's a humbling story that encourages early-stage founders to keep on pushing through if they believe in themselves.
One brands’ origin story I particularly like is that of Dr Schrammek and her signature treatment, ‘Green Peel’ which was started out as a remedy to treat World War 2 burn victims over 60 years ago. Inspired by the healing properties of herbs and plants, Dr Schrammek set out to develop a non-invasive solution for various skin issues. Over the years the brand have developed, refined and formulated a range of ‘Green Peel’ treatments to suit a variety of skin concerns such as acne, sun damage, ageing and stretch marks. Never get bored of hearing about their journey!
Fenty Beauty, founded by Rihanna in 2017, revolutionized the beauty industry by prioritizing inclusivity and diversity. Motivated by her own challenges in finding suitable makeup shades, Rihanna aimed to create high-quality products for all skin tones, addressing a significant gap that many established brands had ignored. Her vision has made a lasting impact on beauty standards and representations in the industry.
My team has been tracking the growth of various beauty brands, and one origin story that stands out is Glossier. Emily Weiss started the company in 2010 as a beauty blog and eventually grew it into a makeup and skincare brand that emphasizes fresh-faced simplicity. Glossier’s approach showed me the power of leveraging digital media to build a authentic connection with customers. Weiss spent years cultivating an engaged community and learning exactly what they wanted before creating products. This digital-first strategy allowed Glossier to cut out the middleman, keep costs low, and pass on savings to customers. The brand's sleek yet minimalistic aesthetic and emphasis on enhancing natural beauty rather than masking flaws has clearly resonated. Glossier's annual revenue is now over $100 million, demonstrating how a unique vision and customer-centric model can thrive in a crowded industry. For any brand, focusing on your ideal customer and embracing digital platforms to spread your message are lessons worth learning. Building trust and loyalty will always be beauty's best secret.
The Ordinary's origin story is one that truly resonates with me. They disrupted the beauty industry by challenging the norms of inflated prices and complex ingredient lists. Instead, they focused on providing high-quality, science-backed skincare at accessible prices. This transparency and commitment to efficacy has resonated with consumers, proving that you don't need flashy marketing or celebrity endorsements to build a successful brand. This story has taught me that authenticity and value are paramount. By focusing on delivering genuine results and empowering consumers with knowledge, you can create a brand that stands out and fosters a loyal following. It's a reminder that true beauty comes from within, and that's a message I strive to embody in my own work.
As the CEO of Business Builders, I’ve always admired The Story of Cosmetics by Tom’s of Maine. Tom and Kate Chappell launched the company in 1970 to provide natural personal care products. At the time, “natural” was not a concept most people understood or sought out. The Chappells saw an opportunity to create safe, eco-friendly products. They were fristrated with the lack of transparency and potentially harmful ingredients in mainstream brands. So they created a company based on their values of environmentalism, health, and community. Tom’s of Maine helped pave the way for the natural beauty movement. They stayed dedicated to their vision when it wasn’t popular or profitable. Now the natural segment is thriving, and Tom’s has inspired so many mission-driven brands. At Business Builders, we help natural brands clarify their stories and share their values with the world. Stories of purpose and authenticity are what resonate most with today’s consumers.
As a boudoir photographer, I find the origin story of Anthropologie inspiring. Anthropologie was founded in 1992 by Dick Haynes, who wanted to create unique apparel, accessories, and home décor inspired by vintage and worldly designs. Their whimsical, bohemian style has always celebrated individuality, creativity and femininity. Anthropologie's brand is built on storytelling - each product has a sense of history and craft. They curate one-of-a-kind items from artisans all over the world, then by merchandising them thoughtfully, they create moments of findy in each store. By focusing on experience, community and self-expression rather than just selling product, Anthropologie has built a devoted following and brand loyalty that many retailers can only dream of. Anthropologie illustrates that when you provide customers an escape from everyday life into a world of imagination and fantasy, you win their hearts. My boutique boudoir studio aims to do the same - to transport clients into a dreamy, sensual experience where they can explore their sensuality and celebrate their true selves. Anthropologie's success has showed me that if you can tap into emotions and create an experience, clients will come back again and again.