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5 Top Skincare Brands That Dropped Off and Why
Five top skincare brands that once dominated social media have dropped significantly in rankings. This analysis examines what changed and why they lost relevance.
Jennifer Carlsson
32 minutes ago7 min read
Rebranded Beauty: Tree Hut
A detailed look at Tree Hut’s 2025 rebrand, comparing the old and new packaging design and analyzing the logo, colour system, and visual strategy.
Jennifer Carlsson
Mar 178 min read
The Skincare Brands Winning Social Media
Five skincare brands dominating Instagram and TikTok, including Sol de Janeiro and Beauty of Joseon. Explore the trends shaping the future of skincare.
Jennifer Carlsson
Mar 104 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
Top 10 Skincare Brands Trending on Instagram December 2025
Instagram continues to function as a real-time barometer for brand momentum in the global skincare market. While follower count reflects long-term visibility, ranking movement over time reveals which brands are actively gaining traction, stabilizing at scale, or recalibrating after peak moments.
Jennifer Carlsson
Jan 125 min read
Brand Design Study: Whipped
Founded in South Korea in 2021, Whipped has built a distinct design language rooted in the comforting world of home baking—translated through the lens of modern minimalism.
Jennifer Carlsson
Dec 16, 20253 min read
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
Nov 6, 20254 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 3, 20253 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 27, 20253 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
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 13, 20256 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 7, 20254 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 11, 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
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 11, 20255 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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