Oct 305 min read

Debunking Reef-Safe Sunscreen Claims: What Beauty Brands Need to Know

Uncover the truth about 'Reef-Safe' sunscreens, dive into the complexities and misconceptions in our latest blog post.

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.

The Rise of Maternal and Baby Care Brands: A New Generation of Thoughtful Skincare

Jennifer Carlsson

Oct 1611 min read

The Rise of Maternal and Baby Care Brands: A New Generation of Thoughtful Skincare

Discover the new wave of maternal and baby care brands, skincare with gentle, holistic formulations and emotional storytelling.

Happy Hippie - A Journey Through Natural Ingredients and Holistic Wellness

Jennifer Carlsson

Oct 94 min read

Happy Hippie - A Journey Through Natural Ingredients and Holistic Wellness

Happy Hippie Beauty Archetype - a holistic, nature-infused approach to beauty. Dive into the world of sustainable, wellness-driven brands.

Classic Luxury - Understanding the Timeless Appeal of High-End Beauty

Jennifer Carlsson

Oct 24 min read

Classic Luxury - Understanding the Timeless Appeal of High-End Beauty

Discover the allure of Classic Luxury beauty brands. Unveil the secrets behind timeless elegance, craftsmanship, and exclusivity.

Effective Actives – Inside the Brands Prioritizing Results-Driven Skincare

Jennifer Carlsson

Sep 253 min read

Effective Actives – Inside the Brands Prioritizing Results-Driven Skincare

Effective Actives in skincare; the brands prioritizing potent, science-backed ingredients for visible results and transparency

Modern Man - Redefining Masculinity in the Beauty Industry

Jennifer Carlsson

Sep 183 min read

Modern Man - Redefining Masculinity in the Beauty Industry

Discover how the Modern Man archetype is reshaping men's grooming with sleek design, inclusivity, and high-performance formulations.

Dreamland - The Magic of Cute and Innovative Makeup Brands

Jennifer Carlsson

Sep 115 min read

Dreamland - The Magic of Cute and Innovative Makeup Brands

Discover the enchanting world of Dreamland, where makeup becomes a playful experience of self-expression, creativity, and charm.

Jennifer Carlsson

Sep 103 min read

Beauty Brand Archetype Reports 2024 - Introduction

Unveiling the 2024 Beauty Brand Archetype Reports: Explore the beauty brands and gain insights for refining your brand strategy.

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.

Announcement: Launching Doing Good Seal of Approval

Jennifer Carlsson

May 283 min read

Announcement: Launching Doing Good Seal of Approval

Introducing the Doing Good seal of approval in an effort to give a spotlight to beauty brands that are actually sustainable and doing good.

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.

Approaching Manufacturers: Tips for Emerging Beauty Brands

Jennifer Carlsson

Apr 126 min read

Approaching Manufacturers: Tips for Emerging Beauty Brands

We go over some practical advice around approaching a manufacturer as an emerging beauty brand.

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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Sign up for newsletter!

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