8 Rules for Beauty Innovation in 2024 & Beyond

🌴☀️ Beauty Accelerate is making its LIVE Los Angeles debut March 6-7, 2024 at the Millennium Biltmore hotel, featuring expert talks, networking opportunities, and a boutique exhibition of concept products and services from leading ingredient, packaging and contract/turnkey manufacturing partners. 👉🏽 Register now to set your beauty innovation agenda; 1- & 2-day passes are available, as are group rates. 

💵DISCOUNT CODE: ATT5

"[W]e expect the landscape to become even more competitive, as a range of independent brands that successfully came to market over the past decade seek to scale and as new challengers emerge," McKinsey recently reported, highlighting the challenge for new and existing brands to stand out in beauty.

The brands that will succeed will be those that follow a combination of classic fundamentals and emerging best practices. Not to mention a healthy dose of creativity and novel technologies!

Here are 8 keys to success for beauty brands in 2024 and beyond. 

1. Focus on genuine new-ness

Beauty's trend-driven legacy has been supercharged in the era of social media. At the same time, brands and launches have proliferated.

The result: it's harder than ever to stand out from the crowd and to keep pace with the latest consumer craze.

Brands that thrive in this dynamic environment will be the ones that pursue genuinely differentiated innovation that delivers real value and aligns with shoppers' shifting needs.

In "Understanding Differentiation vs. Trend-chasing to Create Something that Truly Delivers Value," a presentation led by Lorne Lucree, SVP, global innovation, Tatcha, will discuss the differences between trend-chasing and relevant breakthrough product development with an eye toward more coherent innovation.

This is a must-attend session for marketing, R&D and product innovation teams in an era of maximum competition.

Lucree has spent his career combining a passion for beauty with a constant curiosity to distill consumer insights, developments in technology and active ingredients, packaging innovations, progress in sustainability, olfactive trends, inclusion efforts and the latest formulation techniques into blue-sky ideas that translate into breakthrough, retail-ready products that resonate with a wide range of consumers and retail partners.

In "Understanding Differentiation vs. Trend-chasing to Create Something that Truly Delivers Value," a presentation led by Lorne Lucree, SVP, global innovation, Tatcha, will discuss the differences between trend-chasing and relevant breakthrough product development with an eye toward more coherent innovation.Lorne LucreeHis approach to concept development is informed by his professional background, combining:

• a consumer-first approach of marketing from Procter & Gamble;
• the attention to beauty métier from L’Oréal and Estee Lauder;
• an entrepreneurial creative spirit of the world of brand building at Luxury Brand Partners (IGK, R+Co, One/Size by Patrickstarrr);
• a successful ability to partner with founders and celebrity influencers;
• an understanding of working with private equity and venture capital firms;
• and a deep knowledge of operations and supply chain from personal care manufacturing.

Lucree's keen eye for successful concept innovation wins awards that resonate with consumers and press on a global scale. These include: Allure Best of Beauty, Allure Best of Beauty Breakthrough, Refinery 29 Beauty Innovator, Glamour Beauty Award, Times UK Style Beauty Award and Nylon Beauty Hit List.

Currently, Lucree serves as the SVP of innovation at Tatcha, leading the R&D, product development, packaging, regulatory and project management functions. Beyond this, he serves a dual role as the strategic advisor for innovation to the Unilever Prestige portfolio of brands, creating and advising the group on best practices as they relate to breakthrough innovation.

Prior to joining Tatcha, Lucree served as the chief innovation officer at Voyant Beauty, the largest beauty and personal care contract manufacturer in the United States, partnering with mass, masstige and prestige brands to formulate and manufacture skin, body, hair and fragrance products.

Lucree holds an MBA with a focus on marketing, leadership and change management from NYU Stern School of Business and a Bachelor of Science degree with a focus on Women’s Studies from Boston University.

2. Recognize that more isn't always more

Elsa Jungman, Ph.D., of HelloBiome and Dr. Elsa Jungman.Dr. Elsa JungmanSometimes less is more.

During "The New Minimalism in Beauty," Beauty Accelerate will feature a discussion among experts from Goop, Dermalogica, Kenvue and Dr. Elsa Jungman/HelloBiome, who will outline the consumer drivers and product impact of a more spare, essentialist approach to innovation.

Mintel's 2024 Sophisticated Simplicity trend highlights this emerging mindset, reflecting rising demands for transparency in the service of ensuring that products are effective and that ingredients are both necessary and safe.

As reported in July 2023, "the number of ingredients/chemicals per [personal care] product seems to have dropped" since 2004. This has been supported by multifunctional ingredients and spurred by consumer scrutiny over the length and contents of ingredient labels.

Akshay Talati, Pharm.D., of Goop.Akshay TalatiThis movement has also been a growth engine for clinical and expert-backed brands that offer clear proof of product efficacy.

At the same time, Mintel predicts shoppers will use fewer products overall, instead focusing on "curating a carefully selected range of high-quality essentials."

To outline the implications for formulation design and ingredients, packaging and marketing and beyond, Julie Bianchini Wolf, Ph.D., R&D manager, skin health, Kenvue; Bob Bianchini, Ph.D., of Dermalogica; Akshay Talati, Pharm.D., of Goop; and Elsa Jungman, Ph.D. of the eponymous beauty brand will engage in a panel discussion and Q&A, offering takeaways for product and marketing innovation teams. 

3. Don't ignore emotional and cognitive dimensions of beauty innovation

During "Beauty's Mind-Body Axis," Stephanie Lee, CEO and founder of personal care brand Selfmade, will discuss the potential of this “neuro beauty” movement, offering practical takeaways for innovators moving toward total wellness.SelfmadeIn its 2024 beauty trend report, Mintel declared, “The next chapter of wellness will be mind-body beauty, where mental well-being and physical appearance are interconnected.”

By tapping the emerging field of psychodermatology and leveraging ingestible and neurocosmetic product formats, today’s brands have an opportunity to deliver holistic, multidimensional benefits that address the emotional and aesthetic needs of consumers.

During "Beauty's Mind-Body Axis," Stephanie Lee, CEO and founder of personal care brand Selfmade, will discuss the potential of this “neuro beauty” movement, offering practical takeaways for innovators moving toward total wellness.

Lee founded Selfmade in 2020 to change the way consumers take care of their skin and mind.

The brand collaborates with mental health experts to create a system of tools and topicals powered by behavioral science that transform daily rituals into sites of radical self-evolution.

Previously, they were at MAC Cosmetics and the White House working for Michelle Obama before traveling the globe solo for a year returning in 2019.

Born in the pandemic, Selfmade is a culmination of Stephanie’s lived experiences healing from a mental health crisis and vulnerable conversations on self-worth with others around the globe.3. If you don't have efficacy, you don't have anything

4. If you don't have efficacy, you don't have anything

The trend of science-driven, highly effective, and proven personal care products is having a significant impact on innovation in the industry, which will be the subject of Elevated Efficacy, a forthcoming talk from Symrise Cosmetic Ingredients NA's Jennifer King.Good StudioThe trend of science-driven, highly effective, and proven personal care products is having a significant impact on innovation in the industry, which will be the subject of Elevated Efficacy, a forthcoming talk from Symrise Cosmetic Ingredients NA's Jennifer King.

King will discuss how consumers are increasingly seeking personal care products that not only make them look and feel good but also have scientific evidence to support their claims.

She will also explore how this shift toward "clean-ical" products, which combine the concepts of clean and clinical, is leading consumers to seek out formulas that are proven, effective and results-driven.

This is a must-attend session for any marketing or product development teams focusing on efficacy-centered R&D and marketing.

Meanwhile, Validated Claim Support will be on hand to assist brands in making their marketing claims stick. The clinical research company helps to back marketing claims through scientific data collection and custom tailored studies.

5. Embrace and leverage emerging research

"Evolutionary Biology & the Future of Skin Microbiome Innovation," a Beauty Accelerate innovation talk from Larry Weiss, M.D., will focus on the next wave of skin-friendly product development.Larry WeissBrands that tap emerging science can get a head start on the market.

"Evolutionary Biology & the Future of Skin Microbiome Innovation," a Beauty Accelerate innovation talk from Larry Weiss, M.D., will focus on the next wave of skin-friendly product development.

Weiss notes that the emerging science of the microbiome is still in its infancy, yet it is the driving force behind a transformative scientific revolution in beauty and beyond.

What lies ahead will have broad implications for scientists, marketing and R&D professionals, academic institutions, our health, and perhaps our survival.

In this reflection on the state of microbiome knowledge, Weiss, will review where we are today, how we got here, what we have learned so far, and the limitations of our methods and of our vision.

In particular, he will share insights into our biological past based on the microbiota of minimally impacted hunter-gatherers that challenge deeply held ideas about human health and inform our path forward toward skin microbiome innovation.

Weiss is CEO and founder of Weiss Bioscience, Inc., a San Francisco-based microbiome biotechnology company and manufacturer of Symbiome skin care. Previously, he was chief medical officer at AOBiome, where he formulated the Mother Dirt AO Mist.

He holds an M.D. degree from Stanford and a BS from Cornell University.

6. Tap AI and digital platforms to supercharge trend tracking & product development

Spate co-founder Yarden Horwitz will present a look at accessible, actionable data and insights for brands based on more than 20 billion search signals and more than 40 million TikTok videos.Technology is reshaping beauty, both for consumers and for brands.

During a special dual briefing—"Digitizing Beauty Product Development" and "Using Generative AI to Enhance Market Research"—experts will outline the impacts on actionable trend forecasting and efficient, effective product innovation.

First up, Spate co-founder Yarden Horwitz will present a look at accessible, actionable data and insights for brands based on more than 20 billion search signals and more than 40 million TikTok videos.

Collectively, this data helps brands discover the next big trend, monitor competition and finesse product positioning.

Jessica Abrams of Summer Fridays, Dana Lucas (pictured) of The Good Face Project and Mackenzie Zoppi of Bluebird Climate will discuss new digital tools for product development, enabling brands to innovate quickly in line with sustainability and clean beauty targets.Dana LucasUniquely, Spate is leveraging generative AI to usher in a new era of market research by enabling the review of vast data sets in a shorter time frame.

This innovative approach empowers companies to rapidly adapt to consumer behavior, tailoring their strategies with precision and gaining a competitive edge in the fast-paced market.

Next up, Jessica Abrams of Summer Fridays, Dana Lucas of The Good Face Project and Mackenzie Zoppi of Bluebird Climate will discuss new digital tools for product development, enabling brands to innovate quickly in line with sustainability and clean beauty targets.

Collectively, these experts will illustrate how new digital tools, changing workflows and much more can support rapid, consumer- and influencer-winning innovation, even among modestly sized brands. 

7. Put innovation into action with the right manufacturing & product development partner

Finding the right turnkey, contract or private label manufacturer can be challenging. Does the producer have the right development capabilities? Do they have access to on-trend concepts and technologies?littlewolf1989 at Adobe StockFinding the right turnkey, contract or private label manufacturer can be challenging. Does the producer have the right development capabilities? Do they have access to on-trend concepts and technologies?

To put the trends and market/consumer insights presented at Beauty Accelerate into action, the event is hosting a boutique exhibition of contract manufacturers, as well as packaging and ingredient specialists.

Attendees will have an opportunity to scope out concepts from key manufacturers and to speak directly with producers to identify ideal collaborative partnerships.

Among manufacturers taking part are:

• Cosmetic Group USA, Inc. a renowned, innovative cosmetics and personal care development and manufacturing located in Los Angeles. Their award-winning formulas and technologies propel the beauty industry. Leading the cosmetics and personal care manufacturing sector, Cosmetic Group USA provides the beauty industry with the collaboration, vision, and leadership needed to create truly unique and proven, category-defining, and award-winning products.
• Cosmopak works with emerging and established beauty brands to develop and manufacture products their customers love. From concept to market, they provide reliable support throughout all stages of the supply chain. The producer's areas of expertise, from its 20 years of experience, encompass packaging, accessories, and turnkey solutions across all beauty categories, with a focus on accelerating a brand’s entry to market. As they say, "We sweat the tough stuff, so our clients don’t have to."
• Federal Package is the preferred contract manufacturer for leading beauty and personal care companies. It is the trusted partner of many well-known household names, as well as new, emerging skin care brands. Federal Package is certified organic, FDA-approved, and made in the USA. As the company notes, "We provide turnkey solutions for contract manufacturing including research and development; formulation; blending and filling; decorating and retail-ready packaging; as well as supply health and beauty containers."

8. Understand the retail dynamics your brand & products are entering

Rie Maiden, VP of marketing and e-commerce, Credo Beauty.CredoBeauty retail is red hot, defying downward trends in many consumer categories.

In fact, according to Circana data, U.S. prestige beauty industry dollar sales grew by 14%, year over year, to reach $31.7 billion in 2023, while mass market beauty sales experienced a year-over-year dollar increase of 6%.

Notably, beauty was one of the few discretionary consumer product categories to grow in 2023, pointing to resilient shopper demand, even amid inflation concerns.

How do we explain this?

During "Beauty Retail 2024-2025," Beauty Accelerate will feature a discussion on how the category has defied gravity in recent years, driven by newness, continued growth in digital shopping channels and a physical retail resurgence, as well as emerging consumer trends and needs.

In this special session, experts from Circana and Credo will discuss the implications of the latest market data, as well as longer-range trends in beauty retail. From mass to prestige to clean/sustainable beauty, this session will offer takeaways for R&D, marketing, product development and more.

Jennifer Famiano is an executive director and beauty industry analyst at Circana.CircanaOur featured experts are:

• Rie Maiden, VP of marketing and e-commerce, Credo Beauty. Credo is a pioneer in clean beauty retail, having established an industry-leading Credo Clean Standard and heightened transparency around ingredient sourcing. In addition, Credo has championed cruelty-free brands and products, while also fostering the Pact packaging take-back program. The retailer's influence has impacted packaging take-back programs at other retailers and led to a Conscious Beauty collaboration with Ulta Beauty.
• Jennifer Famiano, an executive director and beauty industry analyst at Circana. 

Famiano will open the session with a brief data presentation outlining the highlights of the current beauty market and then take part in an in-depth panel discussion with Maiden, diving into the dynamics for the remainder of the year and into 2025.

➡️Be sure to register now for the best 1- and 2-day rates, as well as group discounts!

Join us @ Beauty Accelerate to set the innovation agenda for 2024 & beyond

🧴Consumers are testing the limits of beauty innovation like never before. Bringing physical, digital, and even psychological product experience expectations to the forefront of the competition in an always evolving beauty market. At Beauty Accelerate, experts from various perspectives in Marketing and R&D will present relevant solutions to attendees looking for ways to stay in the current of the competition.

💄To inspire and equip R&D and brand marketing innovators to rise to the challenge, Beauty Accelerate will connect the dots among emerging cosmetic technologies, market and retail trends, and supply chain innovations through discussions with newsmaker brands and retailers, data/analytics from leading insight firms, on-trend R&D education, and networking opportunities with some of the industry’s rising stars and established thought leaders.

Put education into action

Imagine the possibilities while exploring the Beauty Accelerate expo! Connect with industry peers in the expo hall to exchange ideas on the latest technologies and concept products, while also broadening your network of supplier and manufacturing contacts, and product development resources. Exhibitors will be showcasing new products and innovations throughout the expo.

➡️Be sure to register now for the best rates!