Oct 234 min read

Beauty Brand Breakdown: Crown Affair

Discover the art of intentional beauty rituals with Crown Affair, a minimalist brand redefining hair care through quality and simplicity.

Oquist Cosmetics – What Eco Luxury Should Look Like

Jennifer Carlsson

Jul 124 min read

Oquist Cosmetics – What Eco Luxury Should Look Like

To me Oquist Cosmetics is the quintessential Eco Luxury Beauty Brand with their terracotta packaging and luxurious waterless formulations.

Jennifer Carlsson

Jun 223 min read

Beauty Brand Breakdown: Obayaty

Today we take a closer look at Obayaty, a Swedish beauty brand established in 2023, specializing in men's skincare and makeup.

Jennifer Carlsson

May 15 min read

Brand Design Study: Simihaze Beauty

In this brand study, we will scrutinize Simihaze Beauty's distinctive elements—from their logo and color scheme to their packaging design.

Jennifer Carlsson

Apr 245 min read

Brand Design Study: Selfmade

Dive into our design study of Selfmade: a brand marrying skin care with the art of self-care, showcasing a vibrant visual shift.

Jennifer Carlsson

Apr 177 min read

Brand Design Study: Tamburins

Delve into Tamburins' world where scents are stories and every detail is a deliberate stroke on the canvas of brand design.

Jennifer Carlsson

Apr 38 min read

Beauty Brand Breakdown: Vacation - The World's Best-Smelling Sunscreen

Dive into how Vacation sunscreen merges 80s nostalgia & innovation, crafting a unique brand story that's shaking up the suncare market.

Jennifer Carlsson

Mar 297 min read

Beauty Brand Breakdown: Le Rub - New Sunscreen Brand

Today, we turn our critical eye towards Belgian sunscreen and after sun care brand Le Rub, launched in 2023.

Boring Without You: no BS Skincare for Combination Skin

Jennifer Carlsson

Oct 15, 20234 min read

Boring Without You: no BS Skincare for Combination Skin

Boring Without You founder Davey Rooney on formulating effective products, Clean Beauty BS and Skincare for Combo Skin.

Sundae - How Lizzie Waley is Bringing Fun to Bodycare

Jennifer Carlsson

Sep 18, 20234 min read

Sundae - How Lizzie Waley is Bringing Fun to Bodycare

Sundae is a fun Australian bodycare brand that makes deliciously scented whipped shower foams that looks just like whipped cream!

Rhode Skin: Most Successful Skincare Launch in 2022

Jennifer Carlsson

Apr 4, 20232 min read

Rhode Skin: Most Successful Skincare Launch in 2022

The absolute biggest success of the Celebrity Skincare brands launched in 2022 is Hailey Biebers Rhode.

Jennifer Carlsson

Mar 24, 20223 min read

DIP IS BETTER! - How Dip Founder Kate Assaraf Created a Sustainable Premium Hair Care Brand

There's no cooler solid hair care brand than Dip! We talk to founder Kate Assaraf about how she created Dip!

Jennifer Carlsson

Aug 2, 20213 min read

Brand Design Study: Florence by Mills

Florence by Mills is a beauty brand lead by teenage actress Millie Bobbie Brown.

Jennifer Carlsson

Jun 14, 20213 min read

Brand Design Study: iNNBEAUTY Project

Innbeauty project is a USA based, cruelty-free, vegan, woman owned skincare brand.

Jennifer Carlsson

Nov 8, 20202 min read

Brand Design Study: Beauty Pie

Discover the brand design of Beauty Pie, a luxury cosmetics brand that offers transparent pricing and stunning minimalist packaging.

Jennifer Carlsson

Oct 3, 20203 min read

Brand Design Study: Noosa Basics

Noosa Basics is a cosmetics brand based in Noosa Australia. They make natural and organic personal care products.

MINTOIRO BLOG

Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 32 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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The Beauty Brand Expert
Beauty Brand Strategy Consultant
Cosmetics Market Research Specialist
Beauty Industry Trend Reports

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The Beauty Brand Expert Beauty Brand Strategy Consultant Cosmetics Market Research Specialist Beauty Industry Trend Reports

The Beauty Brand Expert
Beauty Brand Strategy Consultant
Cosmetics Market Research Specialist
Beauty Industry Trend Reports