You read that right.
If you follow the beauty scene, you will realize that we have so, so many beauty brands now. It’s impossible to keep track because new brands and new launches are just around the corner every week, every month, and so forth.
The Pandemic sure doesn’t stop people from hatching new businesses. The beauty industry is thriving and growing at such a high rate.
A few years ago, I already had a feeling that skincare would be the BIG thing and it sure is!
Nowadays, people are going crazy over skincare. More and more people are getting more aware of the importance of basic skincare, using sunscreen, and overall, a higher appreciation towards their skin.
This also makes more people analyze and even scrutinize skincare ingredients to the point that it’s unnecessary at times. We’re not trying to be a chemist or a formulator here. I think the information can get mixed up and the average person might create different assumptions based on the vast amount of science, pseudoscience, and simply marketing tactics. – but this post isn’t about that.
People had more time when they started to stay and work at home. I’m sure many people were looking for a form of entertainment because it got boring. I guess some of them turned to skincare and they realized now that they have more time to do their routine. Started from harmless browsing (when has it ever been harmless :p) and then online shopping really did take our money.
Many people are just so excited about this. Realizing that there are so many different products out there now, with different price ranges that will suit any budget. It makes skincare more accessible! They started to use skincare more diligently and eventually fell into the rabbit hole – trying new products, new actives, new techniques, you name it.
It is obvious this become a huge business opportunity, monetize it while it’s still growing. Just like it did when local makeup (specifically liquid lipsticks) were on the rise. Everyone came out with a version of liquid lipstick. Unfortunately, there are only a few brands that made it outside of the lipstick phase and grew their lineup into more categories. It comes down to the vision and capital too, y’all.
Except, the skincare category has become a whole new beast.
People are churning out new brands and new products like, for the lack of a better word, fast food. Many of the makeup-oriented brands also switch gears to creating skincare because who’s gonna wear makeup at home? I do feel overwhelmed by the mass amount of it, there are just too many in a relatively short amount of time. I’m seeing a new product almost every week. Many are just renditions of what’s already available out there. It’s almost a template now. Although I know there’s nothing new under the sun, sometimes I can’t help to notice the clear inspirations behind a certain new product. The ATM (Amati – Tiru – Modifikasi) is a common practice, but no doubt, it often gets too close.
This got me questioning, who has the real passion for skincare here? Is it just for the business, the profit side of it?
Many brands are strong with their marketing strategy, hence the wider exposure and higher sales. But some (smaller) brands with amazing formulations aren’t getting enough recognition, simply maybe because they don’t have enough marketing expenses. And let me tell you, marketing budgets are not cheap. It’s very complex too, but yes, not cheap. It wasn’t too long ago when some brands were competing by hiring famous K-Pop stars to gain the followers’ attention and benefit from their loyalty. Or maybe putting an ad on New York Times Square billboard – for show & clout.
Some brands can connect with their audience, building a tight-knit, strong community. They don’t have to keep launching new products but this relationship is how they’re able to retain & grow their consumers. The branding, the presence, and the message they put out there could also be the decision-making factors of how a person will choose a product. At least, I am one of those people.
I did discover some local brands with great products and stellar formulations. Ones that can compete in the global market. But to find them isn’t that easy. I often feel like a lot of the products are geared towards the younger users. My mid-30s skin needed something “more”. Not only in terms of efficacy but also in the experience department. The way that it looks, feels, smells, and all that. So for that, I still look for high-end, luxury brands to accommodate my needs.
I guess it’s not fair if I don’t show some of my favorite local brands/products! Please keep in mind that this is not all of it! I may not have the products right on hand at this moment, but there are more for sure! I’ve tried my best to curate and sieve through the many brands out there, finding the ones I love and connect with.
At the end of the day, you find and use what works for you. It’s not about which one is better or the best, because it depends on your preference and personal experience. But one thing I know of, growing a brand is never easy, let alone sustaining one. Right now, many brands are still in the toddler phase. The real testament is once they reach the fifth year and up. We shall see!
I do believe that many of these brands have the potential to compete in the international market. Quality-wise, it’s comparable to some of the more famous global brands out there! I hope there will be less and less stereotyping that local brands don’t have good quality, because a lot of them do! Or that “local brands should be cheap” because there’s still a huge gap and big opportunity in the premium, high-end segment. I’ve only seen a small handful of brands play in this price point and the experience is definitely elevated. Perhaps as the market grows wider, the appreciation will be too. Fingers crossed.
Phew. Anyway, let me know your local brand favorites too in the comment down below!
Next, we’ll discuss fragrance, which is also showing SO MUCH growth!