What Beauty Brand's Origin Story Do You Find Inspiring?
In the world of beauty, every brand has a unique tale that can reshape our view of the industry. From Clinique's vision of inclusive skincare to IT Cosmetics' journey from rejection to success, we've gathered four compelling origin stories shared by CEOs and Founders.
- Clinique's Vision Inspires Inclusive Skincare
- Gisou's Honey-Based Branding Triumph
- Dr. Schrammek's Herbal Healing Legacy
- IT Cosmetics' Journey From Rejection to Success
Clinique's Vision Inspires Inclusive Skincare
As the founder of Glow Therapy, I found Clinique's origin story inspiring. Estée Lauder created Clinique in 1968 to provide dermatologist-tested, allergy-tested skincare. She saw the opportunity to create skincare for sensitive skin when options were limited.
Clinique was ahead of its time in many ways. It focused on science and safety, not hype. It offered a skincare system to achieve a consistent routine. And it provided targeted solutions for common skin issues. This vision to provide trustworthy, affordable skincare for all skin types has allowed Clinique to stand the test of time.
Like Clinique, Glow Therapy was born from a desire to provide skincare solutions that are inclusive, grounded in science, and actually work. We spent years researching light therapy to offer LED masks that are safe, effective, and attainable. Our masks treat acne, aging, and general skin health at under $200. We believe great skincare should be accessible to all, and Clinique helped pave the way for brands like ours.
Success comes from a staunch dedication to your vision and customers. For over 50 years, Clinique has stayed true to creating dermatological skincare and education. They've built a loyal community by addressing real needs and concerns. By following their lead, we aim to do the same.
Gisou's Honey-Based Branding Triumph
There are so many inspiring and ethical beauty brands out there. Nevertheless, I would choose the brand Gisou and its celebration of honey traits, nurturing design, and overall brand ethos.
Gisou was featured in one of my brand spotlights in my branding newsletter for several reasons, with the primary one being how magnetically they have built their brand. I love how they started with the product and its secret ingredient—honey—which initially drew me to Gisou.
In the industry, Gisou exemplifies how to embody beauty in its various forms. It is crucial for founders to keep this in mind when entering this lucrative market. I could have discussed Fenty and the significant changes it brought to the industry, but I chose Gisou for a branding spotlight as an inspiration. As a brand strategist, I believe that brands which leverage their most magnetic assets and core values are on the path to revealing outstanding identities. Start with your strengths, expand upon them, play with them, and take pride in them. Create a culture that celebrates these traits and grow from there.
As a consumer, the beauty industry needs more female founders who challenge traditional notions of beauty. We need more women from diverse backgrounds who create and build beauty brands that celebrate womanhood in positive and empowering ways. The industry still holds onto many prejudiced ideas about women and how they should be perceived. Valuing beauty solely based on image cannot be its foundation. Alongside brands like Gisou, which expand the visual representation, there is more work to be done on messaging and leadership ideas, as demonstrated by Dove.
So, while Gisou is doing well and their brand is thriving, their success should be accompanied by societal change to support women in becoming leaders.
Dr. Schrammek's Herbal Healing Legacy
One brand's origin story I particularly like is that of Dr. Schrammek and her signature treatment, 'Green Peel,' which started out as a remedy to treat World War II burn victims over 60 years ago. Inspired by the healing properties of herbs and plants, Dr. Schrammek set out to develop a non-invasive solution for various skin issues. Over the years, the brand has developed, refined, and formulated a range of 'Green Peel' treatments to suit a variety of skin concerns such as acne, sun damage, aging, and stretch marks. I never get bored of hearing about their journey!
IT Cosmetics' Journey From Rejection to Success
I'm inspired by the origin story of IT Cosmetics. It was created by Jamie Kern Lima, who at the time was a TV news anchor. She suffered from skin issues such as rosacea and was determined to create a product that would be gentle yet effective enough for long wear under TV studio lights.
What I love the most about the brand's story is that it wasn't an overnight success. The brand faced years of rejection and struggled to gain traction in the early days before blooming into the billion-dollar brand we know today. In an era of TikTok viral brand sensations, it's a humbling story that encourages early-stage founders to keep on pushing through if they believe in themselves.
