Apothecary Lab
This is one in a series of brand types that I have created in attempt to categorize beauty brands. This is still a work in progress and names of categories and which brands would be included in each might change. Another step in improving my brand types is trying the actual products.
Millennials
26-45 years old
Wants premium sensorial lifestlye cosmetic products
Likes minimalist apothecary style design
Likes products with various scents, especially Floral, Citrus, Wood and Gourmand types.
Values glass & aluminum packaging with a more vintage premium feel.
Price Per Product: $30-100
White or off-white is very prevalent in this category. Text is often justified left and when there is a lot of text it’s often framed with lines.
Classic looking brown glass is a popular style, either with white text printed directly on the bottle or a simple label.
Black or dark grey packaging with white text is also a popular option. Often the same brands will have both white and black packaging for different products.
When colors are used they are usually very toned down and earthy. The most common ones are sage green or a faded maroon. You can also see pops of mustard yellow, washed denim blue and soft beige pink.
Frama
2018
Denmark
Cruelty Free
Founded by Niels Strøyer Christophersen
$$$
Loopeco
2020
United Kingdom
Cruelty Free | Vegan
Founded by Charlotte & James
$$$
Le Labo
2006
United States
Cruelty Free | Vegan
Founded by John Demsey
$$$$
Aesop
1987
Australia
Cruelty Free | Vegan
Founded by Michael O’Keeffe
$$$$
Typology
2019
France
Cruelty Free | Vegan
Founded by Ning Li
$$$
Woods Copenhagen
2016
Denmark
Cruelty Free | Vegan
Founded by Martin Lyne
$$$
Grown Alchemist
2004
Australia
Cruelty Free
Lead by Jeremy & Keston Muijs
$$$$
Byredo
2006
Sweden
Founded by Ben Gorham
$$$$
Melyon
2020
Sweden
Cruelty Free | Vegan
Founded by Roger Dupé
$$$$
