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The Makeup Brands Dominating Social Media
Five makeup brands dominating Instagram and TikTok—and what their momentum reveals about the forces shaping the future of the makeup market.
Jennifer Carlsson
Mar 124 min read
Beauty Trend Forecast Reports 2027–2028
The Beauty Trend Forecast 2027–2028 Reports analyse the structural shifts shaping the future of skincare, makeup, haircare, and fragrance. Each report identifies four macro trends influencing how beauty brands are formulated, positioned, and marketed.
Jennifer Carlsson
Mar 93 min read
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
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
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
Beauty Trend Forecast 2026: Macro Trend 05 – Dreamy Escapism
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.
Jennifer Carlsson
Jul 14, 20254 min read
Beauty Trend Forecast 2026: Macro Trend 01 - Essential Minimalism
Essential Minimalism is a cross-category macro trend reshaping how beauty brands connect with consumers in 2026. It reflects a deliberate move away from excess, as shoppers seek clarity, calm, and intention in every purchase.
Jennifer Carlsson
Jul 8, 20255 min read
Principles of Beauty Design #4: Proximity
Proximity: Reading Between the Spaces Proximity is one of the simplest yet most powerful principles in design. It refers to the spatial...
Jennifer Carlsson
Jun 18, 20254 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
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
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
Top 10 Makeup Brands Trending on Instagram 2023
Explore the top 10 makeup brands trending on Instagram in 2023, looking into the strategies that have made them stand out.
Jennifer Carlsson
Feb 9, 20246 min read
Top 10 Pop Play Beauty Brands to Watch
Pop Play is the quintessential Gen Z Beauty Brand Archetype, We look at 10 Brands to watch from this colorful brand type.
Jennifer Carlsson
Oct 16, 20233 min read
10 Beauty Brands with Barbie Vibes
Here are 10 Beauty Brands with adorable pastel packaging that serve barbie realness. Perfect for anyone that loves cute cosmetics!
Jennifer Carlsson
Aug 2, 20232 min read
Top 15 Makeup Brands Trending on Instagram April
These are the top 15 Makeup Brands trending on instagram in April 2023.
Jennifer Carlsson
May 4, 20232 min read
MINTOIRO BLOG
Jennifer Carlsson
Founder of Mintoiro
Jennifer Carlsson is a Stockholm-based beauty industry researcher, strategist, and designer. She publishes data-driven trend forecasts, brand archetype studies, and market reports grounded in Mintoiro’s proprietary Beauty Intelligence Database and Brand Trend Index.
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