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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 33 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 273 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 203 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 163 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 83 min read
Beauty Brand Breakdown: Joonbyrd
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.
Jennifer Carlsson
Sep 13 min read
Beauty Brand Breakdown: BORNTOSTANDOUT
A rebellious force in modern perfumery, BORNTOSTANDOUT breaks from tradition with bold scent profiles, striking design, and unapologetic attitude. Discover why it’s one of the brands redefining fragrance in Mintoiro’s 2026 forecast.
Jennifer Carlsson
May 193 min read
Beauty Brand Breakdown: Snif
Snif dismantles traditional perfumery barriers, making fragrance shopping refreshingly modern, accessible, and fun.
Jennifer Carlsson
May 124 min read
Beauty Brand Breakdown: Daise
Discover Daise, the fragrance-forward bodycare brand. With playful packaging and mood-matching scents, Daise is reshaping Gen Z beauty.
Jennifer Carlsson
Apr 13 min read
Beauty Brand Breakdown: Crown Affair
Discover the art of intentional beauty rituals with Crown Affair, a minimalist brand redefining hair care through quality and simplicity.
Jennifer Carlsson
Oct 23, 20244 min read
Oquist Cosmetics – What Eco Luxury Should Look Like
To me Oquist Cosmetics is the quintessential Eco Luxury Beauty Brand with their terracotta packaging and luxurious waterless formulations.
Jennifer Carlsson
Jul 12, 20244 min read
Beauty Brand Breakdown: Obayaty
Today we take a closer look at Obayaty, a Swedish beauty brand established in 2023, specializing in men's skincare and makeup.
Jennifer Carlsson
Jun 22, 20243 min read
Brand Design Study: Simihaze Beauty
In this brand study, we will scrutinize Simihaze Beauty's distinctive elements—from their logo and color scheme to their packaging design.
Jennifer Carlsson
May 1, 20245 min read
Brand Design Study: Selfmade
Dive into our design study of Selfmade: a brand marrying skin care with the art of self-care, showcasing a vibrant visual shift.
Jennifer Carlsson
Apr 24, 20245 min read
Brand Design Study: Tamburins
Delve into Tamburins' world where scents are stories and every detail is a deliberate stroke on the canvas of brand design.
Jennifer Carlsson
Apr 17, 20247 min read
Beauty Brand Breakdown: Vacation - The World's Best-Smelling Sunscreen
Dive into how Vacation sunscreen merges 80s nostalgia & innovation, crafting a unique brand story that's shaking up the suncare market.
Jennifer Carlsson
Apr 3, 20248 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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