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Makeup Brands to Watch on Instagram December 2025
This post highlights five makeup brands to watch from the December 2025 Instagram ranking—brands that are currently gaining momentum, re-entering higher positions, or showing clear signs of acceleration.
Jennifer Carlsson
Jan 193 min read
Fragrance Brands to Watch on Instagram December 2025
Fragrance continues to behave differently from skincare and haircare on Instagram. Growth is typically slower, audiences are more niche, and performance is often driven by storytelling depth, founder credibility, and cultural positioning rather than rapid scale.
Jennifer Carlsson
Jan 163 min read
Top 10 Haircare Brands Trending on Instagram December 2025
Haircare continues to be one of the most dynamic categories on Instagram, where brand performance is often shaped by launch cycles, founder visibility, aesthetic recognizability, and audience loyalty rather than sheer scale alone.
Jennifer Carlsson
Jan 144 min read
Top 10 Skincare Brands Trending on Instagram December 2025
Instagram continues to function as a real-time barometer for brand momentum in the global skincare market. While follower count reflects long-term visibility, ranking movement over time reveals which brands are actively gaining traction, stabilizing at scale, or recalibrating after peak moments.
Jennifer Carlsson
Jan 125 min read
Breakout Beauty Report: Q1 2026 Edition
This report is designed as a strategic snapshot of early-market shifts, offering timely insight into which beauty brands are gaining real traction now, and why.
Jennifer Carlsson
Dec 17, 20253 min read
Brand Design Study: Whipped
Founded in South Korea in 2021, Whipped has built a distinct design language rooted in the comforting world of home baking—translated through the lens of modern minimalism.
Jennifer Carlsson
Dec 16, 20253 min read
Lip Balm as Accessory
Lip balm is evolving from a discreet skincare essential into a visible lifestyle object — designed to be seen, clipped, customized, and collected. This shift reflects a broader transformation within beauty: the move from functionality to cultural visibility.
Jennifer Carlsson
Nov 6, 20254 min read
Beauty Brand Breakdown: Prequel
Founded in 2023 by board-certified medical and cosmetic dermatologist Dr. Sam Ellis, Prequel is a U.S.-based skincare brand focused on what many beauty consumers have been increasingly seeking: clarity, credibility, and consistency.
Jennifer Carlsson
Nov 3, 20253 min read
Why Lip Treatments Matter
Lip treatments have evolved from simple utility products to powerful brand-building tools. Once an overlooked corner of beauty, they now occupy a central place in how brands express emotion, innovation, and identity.
Jennifer Carlsson
Oct 30, 20254 min read
Beauty Brand Breakdown: Bubble
Bubble, founded in 2019 by Shai Eisenman, has quickly become one of the most recognizable brands in the Gen Z skincare category.
Jennifer Carlsson
Oct 27, 20253 min read
The Beauty Brand Archetype Atlas
This post is your comprehensive overview of 22 beauty brand archetypes, each representing distinct cultural codes, design systems, pricing strategies, and positioning patterns shaping today’s global beauty market.
Jennifer Carlsson
Oct 23, 202523 min read
Beauty Brand Breakdown: Anillo
Founded in South Korea in 2021, Anillo is a lifestyle-driven hair and body care brand that frames self-care as a daily act of renewal.
Jennifer Carlsson
Oct 20, 20253 min read
Beauty Brand Breakdown: Summer Fridays
Summer Fridays, founded in 2018 by influencers Marianna Hewitt and Lauren Gores Ireland, has become one of the most recognizable names in modern skincare by mastering the art of minimalism—with just enough gloss.
Jennifer Carlsson
Oct 16, 20253 min read
5 Growing Niche Lip Treatment Flavours
From café culture to donut shop indulgence — these are the niche flavours gaining traction across the lip care market.
Jennifer Carlsson
Oct 13, 20256 min read
The Top 5 Flavours Defining Lip Care in 2025
From classic comfort to seasonal indulgence — these are the flavours shaping today’s most successful lip treatments.
Jennifer Carlsson
Oct 7, 20254 min read
Beauty Brand Breakdown: Flower Knows
Founded in China in 2016, Flower Knows has established itself as one of the most visually distinctive players in the global beauty landscape.
Jennifer Carlsson
Sep 8, 20253 min read
MINTOIRO BLOG
Jennifer Carlsson
The Beauty Brand Expert
I'm Jennifer Carlsson, a 32 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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