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Lip Balm as Accessory
Lip balm is evolving from a discreet skincare essential into a visible lifestyle object — designed to be seen, clipped, customized, and collected. This shift reflects a broader transformation within beauty: the move from functionality to cultural visibility.
Jennifer Carlsson
5 days ago4 min read
Beauty Brand Breakdown: Prequel
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.
Jennifer Carlsson
Nov 33 min read
Beauty Brand Breakdown: Bubble
Bubble, founded in 2019 by Shai Eisenman, has quickly become one of the most recognizable brands in the Gen Z skincare category.
Jennifer Carlsson
Oct 273 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 163 min read
5 Growing Niche Lip Treatment Flavours
From café culture to donut shop indulgence — these are the niche flavours gaining traction across the lip care market.
Jennifer Carlsson
Oct 136 min read
The Top 5 Flavours Defining Lip Care in 2025
From classic comfort to seasonal indulgence — these are the flavours shaping today’s most successful lip treatments.
Jennifer Carlsson
Oct 74 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 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
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 115 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 43 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 13 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 275 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
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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