Brand Types: Apothecary Lab

Jennifer Carlsson
Jul 4, 2022
2 min read

Updated: Sep 22, 2024

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.

Apothecary Lab Beauty Brand Archetype Report 2023

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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

$$$