# Beautified Brawler Cosmetics employ tough branding to attract a different consumer set. By [Joey Haar](https://www.trendhunter.com/joeyisa), Research Writer | Published Oct 5, 2017 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/beautified-brawler ## Key Figures - Trend score: 4.2/10 - Evidence articles: 6 ## What is the Beautified Brawler trend? **Beautified Brawler:** Branding messages in cosmetics skew towards traditionally gentle and smooth conceptions of beauty, whether those products are for men or women. Brands that incorporate rough and raw imagery appeal to both male and female consumers who view their cosmetics purchases as rugged and utilitarian rather than soft and beautiful. This reversal ultimately expands the consumer base for the industry as a whole, rewarding brands with the willingness to flip their traditional ideals. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 18 to Oct 5, 2017 - Published: Oct 5, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Beautified Brawler trend ### Rugged Beauty Cosmetic brands are flipping their traditional ideals towards more rough and raw imagery that appeal to both male and female consumers who view their cosmetics purchases as rugged and utilitarian rather than soft and beautiful. ### Pop-Culture-Inspired Makeup Cosmetics collections that feature references to pop-culture, including TV shows, video games, and superheroes, attract Millennials, who are more experiential when it comes to their beauty related purchases and preferences. ### Beer-Based Beauty Products Cosmetics brands are using beer in their products due to the claimed benefits that include vitamin B, trace elements, and minerals that significantly support skin regeneration and boost its resistance to adverse environmental effects. ## What the Beautified Brawler trend means for industry ### For Cosmetics Beauty brands can incorporate more rugged and raw imagery in their products to attract male and female consumers, who view their cosmetics purchases as utilitarian rather than soft and beautiful. ### For Pop-Culture Brands can leverage popular TV shows, video games, and superheroes in their cosmetics collections to attract Millennials who are more experiential in their beauty related purchases and preferences. ### For Food and Beverage Cosmetics brands can use food and beverage-related ingredients, such as beer, in their products, due to its claimed benefits of skin regeneration and resilience against adverse environmental effects that pique consumer interest. ## Workshop question From a demographic perspective, what consumer group is furthest from your current target? How could you flip your brand image to appeal to this new group? ## Trend signals for Beautified Brawler Trend score 4.2 out of 10, from popularity 66%, activity 51%, freshness 8%. - Popularity: 66% - Activity: 51% - Freshness: 8% ## Examples of the Beautified Brawler trend 6 featured examples from Feb 18 to Oct 5, 2017. - [Video Game Character-Promoted Gels](https://www.trendhunter.com/trends/jgel): Yanagiya’s J-Gel Campaign Features Guile from Street Fighter (Category: Fashion) Implication: The cosmetics industry can explore integrating fictional characters into their advertising campaigns to attract a younger demographic. - [Superhero Cosmetics Collections](https://www.trendhunter.com/trends/avengers-cosmetics-collection): The Face Shop X Marvel Avengers Cosmetics Collection is Extensive (Category: Marketing) Implication: Cosmetic companies are partnering with popular media franchises to create unique and extensive cosmetic collections, encouraging consumers to purchase larger quantities of product… - [Fantasy Show-Themed Eyeshadows](https://www.trendhunter.com/trends/strobe-cosmetics): Strobe Cosmetics is Offering Eyeshadows Inspired by Game of Thrones (Category: Fashion) Implication: The cosmetics industry can explore new collaborations with pop-culture franchises and other media outlets to make co-branded products. - [Beer-Based Cosmetic Collections](https://www.trendhunter.com/trends/manufaktura): Manufaktura Offers Cosmetic Products Based in Czech Beer (Category: Fashion) Implication: The cosmetics industry can embrace the trend of incorporating beer as an ingredient to create innovative, appealing products. - [Athletic Mascara Marketing](https://www.trendhunter.com/trends/waterproof-eye-makeup): Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara (Category: Lifestyle) Implication: Exploring waterproof, gym-friendly makeup products opens up opportunities for beauty brands to tap into the fitness market. - [Intensive Athletic Hand Balms](https://www.trendhunter.com/trends/repair-balm): The Duke Cannon Bloody Knuckles Hand Repair Balm is Soothing (Category: Fashion) Implication: As more people engage in sports and exercise, there is an opportunity for companies to create athletic-specific hand care products. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)