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.

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.

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 Science-Driven Efficacy macro trend reflects a growing demand for proven results, formulation transparency, and expert guidance.

Holistic Self-Care reflects a growing consumer desire for beauty rituals that nurture both skin and emotional well-being. The focus is shifting from results-driven routines to experiences that feel good—prioritizing ease, enjoyment, and multi-sensory design.

Discover the art of intentional beauty rituals with Crown Affair, a minimalist brand redefining hair care through quality and simplicity.

Discover the new wave of maternal and baby care brands, skincare with gentle, holistic formulations and emotional storytelling.

Discover how the Modern Man archetype is reshaping men's grooming with sleek design, inclusivity, and high-performance formulations.

Bright Future Beauty Brand Type is all about fun and high quality beauty that on top of that actually do not compromise on sustainability

Analyze the Millennial Minimalist Beauty Brand Archetype lasting allure through 10 key brands. For deeper insights, see our 2023 report.

Brands like these show that you can buy sustainable products without sacrificing the quality, fun and style.

This is the third in a series of brand types that I have created. From super cute brands we now dive into something completely different!

This brand type is super colorful and fun, targeting millennials that love sensorial skincare as self-care.

Watermelon Glow Sleeping Mask from Glow Recipe! Discover its fresh watermelon scent and bouncy gel-like texture for hydrated, glowing skin.

This is the first part in a series of blog posts that will attempt to help you with how to build a beauty brand.