Fig.1 is a new D2C brand by Harvard dermatologist Dr. Courtney Rubin, LVMH alum Kelly McCarthy, VC Kimmy Scotti and skincare chemist Lizzy Trelstad and it's focused on providing a straightforward skincare system. The brand's six products, packaged in airless refillable bottles, are designed to take the confusion out of skincare, in terms of both ingredients, what products to use and how to use them together for the best results.
The brand specifically speaks to beauty consumers who are in the process of discovering skincare research and incorporating new products into their routines. McCarthy says, "In pandemic times, people were willing to go through 12 steps of skincare. Now, as the world opens, they want simplicity."
What's Driving This Trend
- Skinimalism
- Opportunity to provide straightforward skincare products and systems for consumers interested in minimalistic beauty routines.
- Refillable Packaging
- Opportunity to use airless refillable bottles for skincare products to reduce waste and increase sustainability.
- D2C Skincare
- Opportunity to disrupt traditional brick-and-mortar retail models by creating direct-to-consumer skincare brands that offer simplified and straightforward product lines.
Who This Affects Most
- Beauty and Personal Care
- Opportunity for beauty and personal care companies to create simplified skincare systems that appeal to the current trend of skinimalism.
- Packaging and Sustainability
- Opportunity for packaging and sustainability industries to collaborate with skincare companies to provide refillable and eco-friendly packaging options for skincare products.
- E-commerce
- Opportunity for e-commerce companies to facilitate the growth of direct-to-consumer (D2C) skincare brands that offer simplified and straightforward product lines.
