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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
2 days ago3 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 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 144 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 85 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 184 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
15 Trending Makeup Brands Showing Steady Growth
I wanted to look at what makeup brands have been showing consistent growth over the past year.
Jennifer Carlsson
Mar 6, 20222 min read
Top 50 Trending Makeup Brands March 2021
This list of 50 trending Makeup brands is the results of scoring brands for how well they are doing on instagram.
Jennifer Carlsson
Apr 12, 20211 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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