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Beauty Brand Archetype Report 2023 - Introduction


Beauty Brand Archetype Report 2023 - Introduction

Introduction to the brand types

I often get asked about trends I see in the beauty industry, and I find it difficult to give a straight answer since it really depends on what type of brands or consumer type we’re talking about. To give a more useful and specific view of trends in the beauty industry I’ve put a huge effort into creating brand archetypes to categorize different types of beauty brands.


I've created a set of 12 Beauty Brands Archetype Reports, now available here on this website, as 12 separate reports. (If you buy more than one you get 20% off your purchase!) In this post I introduce all the 12 Beauty Brand Types.


When creating these archetypes, I found it important to make sure that the archetypes were never defined by the category of products. For example, none of the brand types are just haircare or just fragrance. Instead, I wanted to look at archetypes that consistently could be seen across different categories.


Instead, I focused on finding brands with similar aesthetics, values, selling points and pricing. Brands that same consumer would likely fall in love with.


All the reports together include a total of 1119 unique brands.



Meet the Beauty Brand Archetypes!

All Reports Include:

  • 85-110 Brands

  • Design Trends

  • Color Trends

  • Logo Design Trends

  • 7 Lifestyle Photography Trends

  • Product Pricing for 20 Categories

  • Top Retailers


Most Sustainable Beauty Brand Types: Bright Future, Happy Hippie, Apothecary Lab, Alchemy, Eco Luxe & Luxe Natural Organic.

What Beauty Brand Types are Most Sustainable?

By far the most sustainable is Bright Future, With almost no all plastic packaging, actually most of the packaging for this brands types products is completely plastic free! Happy Hippie has more plastic packaging, but it's still mainly products with no plastic or minimal plastic (plastic cap on non plastic packaging). Luxe Natural Organic Brands use quite little all plastic packaging, but has very little completely plastic free packaging.


Product Categories for each Beauty Brand Type

Categories

These are the main categories featured in the report, there may still be brands in other categories. On the images bellow for each of the types you can see the brand category most prominently featured listed on top.


Target Audience for each Beauty Brand type

Target Audience

Of course there will be people outside the target group that will be interested in a brand, think of target audiences as a bullseye rather than a walled off garden.


Average price for each of the beauty brand types

Average Price

You can see that the average price lines up well with the target audience.



Fun Friend Beauty Brand Archetype Report 2023

Friendly Fun is all about cute pastel colors and glittery sparkles. Brands focus on inclusive and positive messaging.


Target Audience: Gen Z

Average Price: $18

Selling Points: Cute & Affordable

Categories: Skincare, Makeup, Sunscreen, Bodycare & Haircare



Pop Play Beauty Brand Archetype Report 2023

Pop Play is the ultimate Gen Z brand type, bright colors, maximalist design, and a lot of fun. Inclusivity and affordability are highly valued for this brand type.


Target Audience: Gen Z

Average Price: $19

Selling Points: Fun, Inclusive & Affordable

Categories: Skincare, Makeup & Sunscreen



Bright Future Beauty Brand Archetype Report 2023

Bright Future is for brands that create sustainable products that deliver high quality formulations packaged in fun colorful packaging.


Target Audience: Gen Z & Millennials

Average Price: $18

Selling Points: Plastic Free, Sustainable & Affordable

Categories: Bodycare, Haircare, Sunscreen & Skincare



Happy Hippie Beauty Brand Archetype Report 2023

Happy Hippie

Coming soon...


Target Audience: Millennials

Average Price: $35

Selling Points: Plant-Powered, Eco-Friendly & Organic

Categories: Skincare, Bodycare, Haircare & Fragrance


Selfcare & Chill Beauty Brand Archetype Report 2023

Brands in this category are all about self-care and inclusivity. Products should be enjoyable to use and make your life easier. While many of the brand’s products are focused on addressing specific issues, it’s more about feeling good than fitting into beauty standards.


Target Audience: Millennials

Average Price: $30

Selling Points: Fun, Self-Care & Inclusive

Categories: Skincare, Sunscreen, Bodycare, Haircare & Makeup



Millennial Minimalist Beauty Brand Archetype Report 2023

This is the quintessential millennial prestige cosmetics brand type. It’s the regular kind. You can recognize these brands by the monochrome pastel colored packaging with minimalist sans serif typography, brands like Laneige, Kylie Skin and Darling Sun. Or the simple white and millennial pink with bold black text, brands like Glossier and Gisou


Target Audience: Millennials

Average Price: $32

Selling Points: Premium, Plant-Based & Gentle

Categories: Skincare, Makeup, Sunscreen, Bodycare & Haircare



Modern Minimalist Beauty Brand Archetype Report 2023

The Modern Minimalist brand archetype is Innovative, Transparent, Genderless, Multi-Functional, and Inclusive. Most of these brands are led by founders with a strong vision.


Target Audience: Millennials

Average Price: $59

Selling Points: Innovative, Transparent, Genderless & Inclusive

Categories: Skincare, Makeup, Bodycare, Haircare & Fragrance



Apothecary Lab Beauty Brand Archetype Report 2023

Apothecary Lab is a modern take on the olden days’ apothecary shops. This brand type has a focus on being scientific, ethical, and sustainable.


Target Audience: Millennials

Average Price: $63

Selling Points: Inclusive, Scientific, Ethical & Sustainable

Categories: Skincare, Bodycare, Haircare & Fragance



Alchemy Beauty Brand Archetype Report 2023

The Alchemy brand type is all about combining the best of nature and science together. With ancient wisdom, artisan craft and a touch of magic to create a modern self-care ritual.


Target Audience: Millennials

Average Price: $59

Selling Points: "Nature & Science", Plant Magic, Eco-Friendly & Artisan

Categories: Skincare, Bodycare, Haircare & Fragance



Classy Clean Beauty Brand Archetype Report 2023

Classy Clean is the clean beauty brand type. This brand type focuses on safe, consciously formulated products that still deliver skincare results.


Target Audience: Millennials

Average Price: $60

Selling Points: Clean, Luxury & Effective

Categories: Skincare, Makeup, Sunscreen & Bodycare



Eco Luxe Beauty Brand Archetype Report 2023

Eco Luxe is, as the name implies, all about sustainable luxury. This brand type focuses on premium sensorial products with botanical ingredients. Real sustainability is a high priority for these brands.


Target Audience: Millennials

Average Price: $78

Selling Points: Luxury, Plant Based, Sustainable & Organic

Categories: Skincare, Bodycare, Makeup & Fragrance



Luxe Natural Organic Beauty Brand Archetype Report 2023

Luxe Natural Organic is probably the most homogenous brand type. The brands emphasize the use of natural organic ingredients and luxurious formulations with beautiful sensorial textures. The typical look is black packaging with white text.


Target Audience: Millennials & Boomers

Average Price: $79

Selling Points: Luxury, Botanical & Natural

Categories: Skincare, Bodycare & Haircare






Which brand type is your favorite?

//Jennifer Carlsson

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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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