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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
7 days ago4 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
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
Oquist Cosmetics – What Eco Luxury Should Look Like
To me Oquist Cosmetics is the quintessential Eco Luxury Beauty Brand with their terracotta packaging and luxurious waterless formulations.
Jennifer Carlsson
Jul 12, 20244 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
Beauty Brand Breakdown: Vacation - The World's Best-Smelling Sunscreen
Dive into how Vacation sunscreen merges 80s nostalgia & innovation, crafting a unique brand story that's shaking up the suncare market.
Jennifer Carlsson
Apr 3, 20248 min read
Beauty Brand Breakdown: Le Rub - New Sunscreen Brand
Today, we turn our critical eye towards Belgian sunscreen and after sun care brand Le Rub, launched in 2023.
Jennifer Carlsson
Mar 29, 20247 min read
Modern Minimalist - Rising Trend in Skincare
The Modern Minimalist brand type and trend in skincare represents a fusion of innovation, transparency, and inclusivity.
Jennifer Carlsson
Mar 6, 20246 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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