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.

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

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.

Modern Minimalist - Rising Trend in Skincare

Jennifer Carlsson

Mar 66 min read

Modern Minimalist - Rising Trend in Skincare

The Modern Minimalist brand type and trend in skincare represents a fusion of innovation, transparency, and inclusivity.

Jennifer Carlsson

Feb 264 min read

Ducalm - Redesigning Products I Love

Since I think the formulations are bomb, I wanted to put together my idea of a reimagined Design for Ducalm.

Top 30 Microbiome Friendly Skincare Brands Trending on Instagram

Jennifer Carlsson

Feb 236 min read

Top 30 Microbiome Friendly Skincare Brands Trending on Instagram

This work is sponsored by and created as a collaboration with Kind to Biome about microbiome friendly skincare.

Jennifer Carlsson

Dec 13, 20235 min read

Top 10 Alchemy Beauty Brands to Watch

A highlight of 10 Alchemy Beauty Brands that blend ancient wisdom, modern science, and sustainability.

Jennifer Carlsson

Oct 16, 20233 min read

Top 10 Pop Play Beauty Brands to Watch

Pop Play is the quintessential Gen Z Beauty Brand Archetype, We look at 10 Brands to watch from this colorful brand type.

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.

Top 10 Skincare Brands Trending on Instagram September 2023

Jennifer Carlsson

Oct 6, 20234 min read

Top 10 Skincare Brands Trending on Instagram September 2023

In this post I share the Top 10 of the data driven list of Skincare Brands Trending on Instagram September 2023. Get the full top 700 list.

10 Cruelty Free South Korean Skincare Brands to Watch

Jennifer Carlsson

Oct 1, 20233 min read

10 Cruelty Free South Korean Skincare Brands to Watch

Explore 10 innovative, cruelty-free South Korean skincare brands reshaping the beauty landscape.

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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