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Brand Type: Selfcare & Chill


Selfcare & Chill

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. So, if you are from one of these or similar brands and can send me some of your products that would be super helpful! Just send me an email.



Millennials

26-41 years old

Loves sensorial skincare as self-care

Likes colorful bright packaging

Prefers products with a fruity or sweet scent

Prefers indie brands


Price Per Product: $25-50



One of the most common colors for this brand type is yellow. We see it with white, black or red text.


both bright red orange and peachy shades are common.



A really cool color combination is soft pastel pink with pops of bright red.


Gradients in different bright colors is is frequently seen.




2020

United States

Cruelty Free | Vegan

Founded by Olamide Olowe & Claudia Teng

$$$



2020

United States

Cruelty Free | Vegan

Founded by Stephanie Lee

$$$



2017

United States

Cruelty Free

Founded by Kati Holland

$$$



2020

United States

Cruelty Free | Vegan

Founded by Charlotte Yau

$$$



2019

United States

Cruelty Free

Founded by Vanessa Florentino

$$$



2021

United States

Cruelty Free | Vegan

Founded by Lindsey Martin

$$$



2019

United States

Cruelty Free | Vegan

Founded by Desiree Verdejo

$$$$



2018

Finland

Cruelty Free | Vegan

Lead by Katja Kokko

$$$



2019

United Kingdom

Cruelty Free | Vegan

Founded by Jasmine Wicks-Stephens

$$$



2014

United States

Cruelty Free | Vegan

Founded by Marta Cros

$$


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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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