I recently spoke at the inaugural InStyle Beauty Summit, sharing my perspective on how beauty brands can tap into the biggest opportunities in the industry today. Joining a dynamic lineup, we engaged with an audience of brand owners and industry insiders, unpacking the trends and challenges shaping the beauty world.
In between fireside chats with Richard Christiansen, Founder of Flamingo Estate, and Celeste Barber, Founder of BOOIE Beauty, I joined Kate Blythe, Chief Marketing Officer at Mecca Brands, Doone Roisin, Founder of Female Startup Club and Paul Balbo, Industry Head at Meta.
Here are some highlights, from the perspective I shared on the night:
1. Meaningful Inclusion is More Than a Buzzword
The conversation around diversity, equity, and inclusion remains critical, but the bar has been raised significantly. Consumers now demand inclusivity across the entire value chain—not just in marketing campaigns, but in product formulation, shade approval processes, and even team representation.
This viral video showcasing industry flops, like tone-deaf product launches that fail to cater to diverse skin tones, demonstrate the risks of performative inclusivity. The path forward is about involving diverse voices in product development, from labs to leadership. With steps to ensure that if products don't work for everyone, they aren't marketed as thought they do. The industry has made strides—such as A now almost standard, 40-shade foundation range—but there’s still room to grow.
2. Inclusivity Now Expands Beyond Skin Tone
Forward-thinking brands are broadening the scope of inclusivity to embrace underserved demographics, including people with disabilities. For example, Sisterwould, a Melbourne-based haircare brand, integrates braille into its packaging, paving the way for visually impaired customers. And not many people know that Rare Beauty incorporates thoughtful packaging design for those with dexterity challenges, making products easier to use.
It’s exciting to see these conversations evolve, reminding us that inclusivity is not static—it’s an ongoing journey.
3. Mastering Brand Storytelling is Your Advantage
Few brands balance product promotion and storytelling as masterfully as Australian cosmetics brand Fluff. They do this, by exploring themes such as personal relationships with the notion of beauty, through podcast content, and engaging UGC to share their unique perspective on the same topic. And short films, about 'the beauty in between' or transitional periods of daily life—such as getting ready, applying makeup, and removing it—to highlight how beauty is experienced beyond conventional standards.
And why does this matter? Because science shows that dopamine and oxytocin (feel good chemicals, that form relationship bonds) is released in our brains, when a story is told. So stories create stronger customer connection.
4. Community is Your Super Power
Authentic community-building has become a cornerstone of modern beauty brands, and Calling Beauty is setting the standard. Customer intimacy is their north star, exemplified by their 'Hotline' WhatsApp group. This space is a hub for genuine connection, even extending to meetups and coffee dates. And their dedication to their community shines through in moments like naming a lip gloss shade after a superfan.
Calling Beauty lives up to its value proposition of “Beauty That Listens,” proving that an authentic focus on your audience can turn customers into advocates.
5. Think Like a Cult Leader
Building an iconic brand demands a visionary philosophy that resonates deeply with your audience. The brands that achieve cult status are those that create movements people want to be part of.
The Key Ingredients:
- Develop a brand mission that inspires emotional connection.
- Craft a brand philosophy and story that your audience not only believes in but also identifies with.
- Deliver experiences that make customers feel they’re part of something bigger.
Cult-like followings are born when brands make people feel something—and that starts with a leader willing to champion a deeper cause.
Final Thoughts
The InStyle Beauty Summit underscored that the beauty industry's greatest opportunities are still on the horizon. It served as a powerful reminder of the industry's role in creating meaningful impact and contributing to the lives of its customers.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
