Typology is a new Millennial beauty brand founded by Made.com’s co-founder Ning Li that sets itself apart with cruelty-free products that are made with simple ingredients, sustainably packaged and made in France. With its three unisex sub-brands, the online cosmetics brand focuses on clean ingredients and transparency. As Li describes he "[wonders] if anyone really still believes all these claims made by brands.”
Within Typology, Raw gives customers the ability to mix their own products like face masks and hair oils at home, Lab offers cosmetic serums and Ten delivers skincare basics with less than 10 ingredients. In keeping with its simple approach to beauty, Typology's products are minimally branded and packaged in recycled and recyclable materials, with the aim of ultimately no longer using plastic at all.
What's Driving This Trend
- Clean Beauty Products
- There is an opportunity for other beauty brands to offer products with clean ingredients and sustainable packaging in response to the growing market demand for environmentally conscious goods.
- Customizable Cosmetics
- Customizable beauty products like Typology's Raw line provide customers with control over the ingredients they put on their skin, presenting an opportunity for other brands to offer personalized options.
- Transparency in Cosmetics
- With consumers becoming increasingly informed about the ingredients in their beauty products, there is an opportunity for other companies to prioritize ingredient transparency and make this a key selling point.
Who This Affects Most
- Cosmetics
- Cosmetic companies can take an environmentally conscious approach to their products by utilizing sustainable, recyclable packaging and labeling their products with clean ingredients.
- Personalized Skincare
- Companies can offer personalized skincare options, like Typology's Raw line, to give customers control over what they put on their skin, while maintaining an environmentally friendly approach.
- Consumer Packaged Goods
- Typology's use of sustainable materials in their packaging presents an opportunity for other consumer packaged goods companies to make similar environmentally conscious choices in their packaging and materials.
