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.

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.

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.

Bubble, founded in 2019 by Shai Eisenman, has quickly become one of the most recognizable brands in the Gen Z skincare category.

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.

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.

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.

From café culture to donut shop indulgence — these are the niche flavours gaining traction across the lip care market.

From classic comfort to seasonal indulgence — these are the flavours shaping today’s most successful lip treatments.

Founded in China in 2016, Flower Knows has established itself as one of the most visually distinctive players in the global beauty landscape.

Founded in 2024 by UK-based dermatologist Dr. Alexis Granite, Joonbyrd is a new entrant in the luxury bodycare space with a clearly defined mission: to balance scientific credibility with sensorial appeal.

From established cult-favourites to newer launches making early moves, these are the Australian beauty brands I’m watching closely in 2025.

These are the Canadian beauty brands I’m watching closely in 2025.

The Artisanal Storytelling macro trend gives rise to the Apothecary Lab archetype—a space where fragrance is no longer just a beauty product but a deeply personal medium for memory, narrative, and emotional connection. These brands position scent as an artform, using it to explore themes of heritage, intimacy, and craftsmanship.

The Scandi Prestige macro trend reflects a growing consumer appetite for luxury that feels effortless, inclusive, and results-driven. Defined by a blend of salon-grade performance and minimalist Scandinavian aesthetics, this archetype elevates everyday haircare into a calm, curated ritual.

The Dreamy Escapism macro trend celebrates the transformative power of beauty as playful escapism. Fuelled by whimsical aesthetics, sensorial textures, and nostalgia-infused design, this trend reimagines everyday cosmetics as portals into a more joyful, imaginative world.