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Brand Type: Friendly Fun


Friendly Fun

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.



Gen Z

15-25 years old

Wants cute and easy to use products

Likes cute pastel packaging

Prefers products with fruity scents

Cares a lot about brands being cruelty free


Price Per Product: $10-25



This category is overall where you will find the absolute cutest skincare brands. Pink is by far the most popular color. Of the 1320 products in my database from brands in this category currently just over 30% of them are pink.



The second most popular color is lavender, not purple in general, specifically this lovely light shade of lavender.




In general pastel colors are really popular for this brand type. Baby blue and periwinkle are popular shades of blue.





Iridescent details are also very popular and fit well with the overall cute aesthetic of this brand type.




2021

Australia

Cruelty Free | Vegan

Founded by Samantha Brett

$$$





2005

South Korea

Founded by Chang Soo Kim

$$$





2018

Australia

Cruelty Free | Vegan

Founded by Jules Von Hep

$$



2016

United States

Cruelty Free

Founded by Sidney Beck

$$$



2019

United States

Cruelty Free | Vegan

Founded by Millie Bobby Brown

$$



2016

United States

Cruelty Free

Founded by Sang Lee

$




2021

Indonesia

Cruelty Free | Vegan

Founded by Riska Elastria

$



2021

United Kingdom

Cruelty Free | Vegan

Founded by Charlotte Knight

$$




2019

Indonesia

Cruelty Free | Vegan

Founded by Valencia Nathania

$$




2021

United Kingdom

Cruelty Free | Vegan

Founded by Tiffany Salmon

$$



2017

Australia

Cruelty Free | Vegan

Founded by Iris Smit

$$$



Portrait photo of Jennifer Carlsson, short neon green hair and rainbow colored eye makeup
Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 30 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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