What is the Bright Future Beauty Brand Archetype?
The Bright Future Beauty Brand Archetype is all about fun, colorful brands with very high quality formulations that on top of that actually do not compromise when it comes to sustainability. Most of the brands included in this brand type use plastic free packaging for most of their products, if not all of them! Sustainability doesn't have to be plain cardboard, brushed silver aluminum and lavender scents. These brands offer a sustainable option that can be even more fun than the regular kind. In this post I highlight 10 of the brands featured in my "Bright Future Beauty Brand Archetype Report 2023". This report is part of a series of reports exploring various Beauty Brand Archetypes. I created these reports after constantly being asked about what the current trends in Beauty are, you can't really give a clear answer since trends are different depending on what kind of brands we're talking about. So I've created different brand types to enable me to give more specific and tailored answers to this question.
Bright Future Key Features:
Target Audience: Gen Z & Millennials
Average Price: $18
Selling Points: Plastic Free, Sustainable & Affordable
Categories: Bodycare, Haircare, Sunscreen & Skincare
Featured Brands:
Founded: 2021
Country: France
Cruelty Free | Vegan
Average Price: $12
Ownership: Independent
Founded by: Mariel Noguerra
Maison Du Solide is a beauty brand that stands out for its commitment to sustainability and minimal environmental impact. Founded in 2021 by Mariel Noguerra, this French company has quickly garnered attention for its solid beauty products, ranging from skincare to haircare. Their philosophy centers around the concept of 'less is more', both in their product formulations and packaging. This approach not only emphasizes quality and efficiency but also aligns with their strong ecological values.
Founded: 2014
Country: Netherlands
Cruelty Free | Vegan
Average Price: $9
Ownership: Independent
Founded by: Dewi van de Waeter
The Lekker Company is a Dutch brand specializing in natural skincare products, particularly known for their effective and plastic free deodorants. The Lekker Company emphasizes producing skincare that works harmoniously with the body, using simple yet potent ingredients. Their approach reflects a dedication to minimalism and natural care, making them a standout choice for those seeking effective, natural, and environmentally responsible skincare options.
3. Pitsy
Founded: 2021
Country: United States
Cruelty Free | Vegan
Average Price: $15
Ownership: Independent
Founded by: Sean Jenkins
Pitsy is a brand that stands out for its commitment to natural, gender-neutral deodorant solutions. With a focus on creating products that are both effective and environmentally friendly, Pitsy offers a range of deodorants designed to suit different preferences. Emphasizing sustainability, Pitsy uses plastic free paper packaging, aligning with their dedication to reducing environmental impact. This approach makes Pitsy an great choice for eco-conscious consumers seeking reliable and natural deodorant options.
4. Unbottled
Founded: 2020
Country: France
Cruelty Free | Vegan
Average Price: $13
Ownership: Independent
Founded by: Sarah Pouchet & Benjamin Legros
Unbottled is a French beauty brand that emphasizes eco-friendly, solid beauty products. Their range includes solid shampoos, conditioners, face cleansers, and body washes, all designed to reduce plastic waste. Their products are cruelty-free, vegan, and made with pH-neutral formulas, ensuring they're suitable for a variety of skin and hair types. Unbottled's commitment to sustainability is evident in their plastic-free packaging and their use of natural ingredients. They cater to various beauty needs, offering solutions for different hair and skin concerns.
5. Sape
Founded: 2021
Country: Brazil
Cruelty Free | Vegan
Average Price: $11
Ownership: Independent
Founded by: Tatiana Meirelles
Sape is a Brazilian brand focusing on eco-friendly beauty products. They offer a range of cosmetics, including shampoos, conditioners, deodorants, and moisturizers, all crafted without plastic packaging. Emphasizing sustainability, Sape's products are vegan, cruelty-free, and made in Brazil. Their approach combines environmental responsibility with effective beauty solutions, catering to consumers seeking greener alternatives in their personal care routines.
6. Dew Mighty
Founded: 2020
Country: United States
Cruelty Free | Vegan
Average Price: $72
Ownership: Independent
Founded by: Tiffany Buzzatto
Dew Mighty distinguishes itself in the beauty industry with its innovative approach to skincare, emphasizing sustainability and environmental responsibility. The brand, founded by Tiffany Buzzatto, is known for their luxurious solid serum bars. This unique offering stands out not only for its formulation but also for its packaging and delivery method. I'm personally a big fan and their solid serum bars are like nothing else on the market. Even though their price point is higher I think it's a good example to include to show that the target audience for this brand type are open to paying more for premium products. Dew Mighty can also be found at a lot of the same local re-fill shops that you can find many of these other brands in.
7. Ethique
Founded: 2015
Country: New Zealand
Cruelty Free | Vegan
Average Price: $16
Ownership: Independent
Founded by: Brianne West
Ethique is a brand that specializes in eco-friendly and concentrated solid beauty bars. Their product range includes shampoo and conditioner bars, body wash, soaps, face cleansers, moisturizers, lip balms, and lipsticks. They focus on creating products that cater to specific hair and skin needs, with naturally-derived, scientifically-proven ingredients. Ethique emphasizes eco-friendly products, packaging, and practices, aiming to reduce plastic waste and contribute positively to the environment.
Founded: 2020
Country: Australia
Cruelty Free
Average Price: $22
Ownership: Independent
Founded by: Emily Perrett
Flavedo & Albedo, a Sydney-based brand that launched in 2020, has quickly made a name for itself in the beauty industry with its commitment to sustainability and high-quality makeup. The brand stands out for its "love makeup, hate plastic" ethos, offering products packaged in aluminum, glass, and sustainable timber, completely forgoing plastic.
9. Dip
Founded: 2021
Country: United States
Cruelty Free | Vegan
Average Price: $28
Ownership: Independent
Founded by: Kate Assaraf
Dip Haircare has the best solid shampoo and conditioner currently on the market! At the very least it's the best I've tried myself, and I've tried a lot. Founded by Kate Assaraf, Dip state on their website that "We are an environmental awareness company parading around as a damn good personal care company (not the other way around)" and they really live up to this! You can read more about Dip in my previous post about the brand that includes an Interview with founder Kate Assaraf.
Founded: 2018
Country: Brazil
Cruelty Free | Vegan
Average Price: $14
Ownership: Independent
Founded by: Victor L
Bars Over Bottles is a brand that focuses on eco-friendly hair and skin care products. They offer a variety of shampoo and conditioner bars, hair mask bars, facial cleansing bars, intimate wash bars, and deodorant bars. Emphasizing a plastic-free approach, their products aim to reduce the environmental impact of cosmetic packaging. Their range caters to different hair and skin types, offering solutions for oil control, moisturizing, curl defining, and rebuilding. The brand's ethos is centered on high-performance products without the use of plastic, contributing to a reduced plastic footprint.
Thank you for reading! //Jennifer Carlsson
