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Beauty Brand Breakdown: Anillo
Founded in South Korea in 2021, Anillo is a lifestyle-driven hair and body care brand that frames self-care as a daily act of renewal.
Jennifer Carlsson
Oct 203 min read
Beauty Trend Forecast 2026: Macro Trend 05 – Dreamy Escapism
The Dreamy Escapism macro trend celebrates the transformative power of beauty as playful escapism. Fuelled by whimsical aesthetics, sensorial textures, and nostalgia-infused design, this trend reimagines everyday cosmetics as portals into a more joyful, imaginative world.
Jennifer Carlsson
Jul 144 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
10 South Korean Beauty Brands to Watch in 2025
These are the Korean beauty brands I’m watching closely in 2025.
Jennifer Carlsson
Jun 303 min read
Principles of Beauty Design #0: Intent
Introduction to a series of posts exploring the Principles of Beauty Design starting with Intent.
Jennifer Carlsson
May 213 min read
Beauty Brand Breakdown: BORNTOSTANDOUT
A rebellious force in modern perfumery, BORNTOSTANDOUT breaks from tradition with bold scent profiles, striking design, and unapologetic attitude. Discover why it’s one of the brands redefining fragrance in Mintoiro’s 2026 forecast.
Jennifer Carlsson
May 193 min read
Dreamland - The Magic of Cute and Innovative Makeup Brands
Discover the enchanting world of Dreamland, where makeup becomes a playful experience of self-expression, creativity, and charm.
Jennifer Carlsson
Sep 11, 20245 min read
Brand Design Study: Tamburins
Delve into Tamburins' world where scents are stories and every detail is a deliberate stroke on the canvas of brand design.
Jennifer Carlsson
Apr 17, 20247 min read
Apothecary Lab - Rising Trend in Fragrance
In the realm of fragrance, the Apothecary Lab trend represents a contemporary revival of the ancient apothecary's ethos.
Jennifer Carlsson
Mar 17, 20247 min read
Top 10 Makeup Brands Trending on Instagram 2023
Explore the top 10 makeup brands trending on Instagram in 2023, looking into the strategies that have made them stand out.
Jennifer Carlsson
Feb 9, 20246 min read
10 Cruelty Free South Korean Skincare Brands to Watch
Explore 10 innovative, cruelty-free South Korean skincare brands reshaping the beauty landscape.
Jennifer Carlsson
Oct 1, 20233 min read
10 Beauty Brands with Barbie Vibes
Here are 10 Beauty Brands with adorable pastel packaging that serve barbie realness. Perfect for anyone that loves cute cosmetics!
Jennifer Carlsson
Aug 2, 20232 min read
10 Fragrance Brands to Watch in 2023
There’s a lot happening in the fragrance category now and these are the 10 fragrance brands I’m paying attention to in 2023.
Jennifer Carlsson
Apr 2, 20233 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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