top of page
Search


Beauty Trend Forecast 2026: Macro Trend 07 - Artisanal Storytelling
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.
Jennifer Carlsson
3 days ago5 min read


Beauty Trend Forecast 2026: Macro Trend 06 - Scandi Prestige
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.
Jennifer Carlsson
4 days ago5 min read


Beauty Trend Forecast 2026: Macro Trend 04 - Science-Driven Efficacy
The Science-Driven Efficacy macro trend reflects a growing demand for proven results, formulation transparency, and expert guidance.
Jennifer Carlsson
Jul 114 min read


Beauty Trend Forecast 2026: Macro Trend 02 - Holistic Self-Care
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.
Jennifer Carlsson
Jul 94 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


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


Top 10 Bright Future Beauty Brands to Watch
Bright Future Beauty Brand Type is all about fun and high quality beauty that on top of that actually do not compromise on sustainability
Jennifer Carlsson
Dec 15, 20235 min read


Top 10 Millennial Minimalist Beauty Brands to Watch
Analyze the Millennial Minimalist Beauty Brand Archetype lasting allure through 10 key brands. For deeper insights, see our 2023 report.
Jennifer Carlsson
Oct 1, 20233 min read


Brand Type: Bright Future
Brands like these show that you can buy sustainable products without sacrificing the quality, fun and style.
Jennifer Carlsson
Jul 6, 20222 min read


Brand Types: Apothecary Lab
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!
Jennifer Carlsson
Jul 4, 20222 min read


Brand Type: Selfcare & Chill
This brand type is super colorful and fun, targeting millennials that love sensorial skincare as self-care.
Jennifer Carlsson
Jun 20, 20222 min read


Review: Watermelon Glow Sleeping Mask from Glow Recipe
Watermelon Glow Sleeping Mask from Glow Recipe! Discover its fresh watermelon scent and bouncy gel-like texture for hydrated, glowing skin.
Jennifer Carlsson
Feb 20, 20222 min read


How to build a Beauty Brand: what is a brand?
This is the first part in a series of blog posts that will attempt to help you with how to build a beauty brand.
Jennifer Carlsson
Feb 6, 20223 min read


Review: Living Cleansing Balm from Then I Met You
The design of this brand is so pretty and I especially like their products with this gradient style packaging.
Jennifer Carlsson
Oct 24, 20211 min read


Brand Design Study: Beauty Pie
Discover the brand design of Beauty Pie, a luxury cosmetics brand that offers transparent pricing and stunning minimalist packaging.
Jennifer Carlsson
Nov 8, 20202 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.
Subscribe to my newsletter!
Want to get updated when I post new blog posts, release new reports and take part in exclusive offers? Join my email list!
bottom of page