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Principles of Beauty Design #3: Alignment
In this part, we’re moving into alignment, one of the most foundational principles of design that often goes unnoticed when it’s done well—and stands out when it isn’t.
Jennifer Carlsson
Jun 11, 20255 min read
Principles of Beauty Design #2: Spacing
Learn the Principles of Beauty Design, in this post we take a close look at spacing.
Jennifer Carlsson
Jun 4, 20253 min read
Principles of Beauty Design #1: Layout
Learn the principles of beauty design by recreating the layout of various different beauty products.
Jennifer Carlsson
May 28, 20253 min read
Principles of Beauty Design #0: Intent
Introduction to a series of posts exploring the Principles of Beauty Design starting with Intent.
Jennifer Carlsson
May 21, 20253 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 19, 20253 min read
Beauty Brand Breakdown: Snif
Snif dismantles traditional perfumery barriers, making fragrance shopping refreshingly modern, accessible, and fun.
Jennifer Carlsson
May 12, 20254 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 1, 20253 min read
How to Talk About the Skin Microbiome: An Interview with Kind to Biome
Learn how beauty brands can communicate microbiome-friendly skincare claims effectively.
Jennifer Carlsson
Mar 27, 20255 min read
Debunking Reef-Safe Sunscreen Claims: What Beauty Brands Need to Know
Uncover the truth about 'Reef-Safe' sunscreens, dive into the complexities and misconceptions in our latest blog post.
Jennifer Carlsson
Oct 30, 20245 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
The Rise of Maternal and Baby Care Brands: A New Generation of Thoughtful Skincare
Discover the new wave of maternal and baby care brands, skincare with gentle, holistic formulations and emotional storytelling.
Jennifer Carlsson
Oct 16, 202411 min read
Happy Hippie - A Journey Through Natural Ingredients and Holistic Wellness
Happy Hippie Beauty Archetype - a holistic, nature-infused approach to beauty. Dive into the world of sustainable, wellness-driven brands.
Jennifer Carlsson
Oct 9, 20244 min read
Classic Luxury - Understanding the Timeless Appeal of High-End Beauty
Discover the allure of Classic Luxury beauty brands. Unveil the secrets behind timeless elegance, craftsmanship, and exclusivity.
Jennifer Carlsson
Oct 2, 20244 min read
Effective Actives – Inside the Brands Prioritizing Results-Driven Skincare
Effective Actives in skincare; the brands prioritizing potent, science-backed ingredients for visible results and transparency
Jennifer Carlsson
Sep 25, 20243 min read
Modern Man - Redefining Masculinity in the Beauty Industry
Discover how the Modern Man archetype is reshaping men's grooming with sleek design, inclusivity, and high-performance formulations.
Jennifer Carlsson
Sep 18, 20243 min read
Dreamland - The Magic of Cute and Innovative Makeup Brands
Discover the enchanting world of Dreamland, where makeup becomes a playful experience of self-expression, creativity, and charm.
Jennifer Carlsson
Sep 11, 20245 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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