# Next-Gen Beauty Brands MOB Beauty is a New Brand from Makeup Industry Veterans By Laura McQuarrie | Published 2020-03-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mob-beauty References: [ellecanada](https://www.ellecanada.com/beauty/makeup-and-nails/mac-cosmetics-co-founder-announces-new-beauty-brand) & [mobbeauty](https://mobbeauty.com/) One of the co-founders of MAC Cosmetics, Frank Toskan, is working with other makeup industry veterans to create a new beauty brand called MOB Beauty. The new brand was introduced on a Reddit AMA and consumers are said to expect clean, professional-grade products that are cruelty-free and sustainably packaged. According to MOB Beauty's website, it is centered on "[building] beauty for a better future" by prioritizing transparency, as well as people over marketing and quality before wastefulness. On Instagram, MOB Beauty has teased that it is in development for fall 2020 and it is working on creating its own essentials like red and pink lip shades. Already, social media users have been asked to chime in on their must-have shades. Image Credit: [MOB Beauty](https://www.instagram.com/themobbeauty/) ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 72% | Activity: 75% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Clean Beauty:** Disruptive innovation opportunity: Develop clean, professional-grade beauty products that prioritize transparency and sustainability. - **Consumer Engagement:** Disruptive innovation opportunity: Utilize social media platforms like Instagram to engage with consumers, gather feedback, and co-create essential beauty products. - **Ethical Branding:** Disruptive innovation opportunity: Build a beauty brand that prioritizes cruelty-free practices, sustainable packaging, and people-centric values over traditional marketing strategies. ### Who This Affects Most - **Cosmetics:** Disruptive innovation opportunity: Reimagine the cosmetics industry by creating a new brand that focuses on clean, professional-grade products with a transparent and sustainable approach. - **Social Media:** Disruptive innovation opportunity: Develop social media platforms or tools that allow beauty brands to effectively engage with consumers, gather insights, and co-create products. - **Sustainable Packaging:** Disruptive innovation opportunity: Explore innovative solutions and materials for sustainable packaging in the beauty industry, aligning with the growing demand for eco-friendly practices. ## Related on Trend Hunter - [Gen Z Cosmetic Brands](https://www.trendhunter.com/trends/sugar-cosmetics-1.md) - [Play-Centered Color Cosmetics](https://www.trendhunter.com/trends/trouble-maker-makeup.md) - [Multi-Benefit Beauty Sticks](https://www.trendhunter.com/trends/boom-beauty.md) - [Community-First Beauty Hubs](https://www.trendhunter.com/trends/club-mac.md) - [Influencer-Approved Beauty Brands](https://www.trendhunter.com/trends/point-of-view-beauty.md) - [Next-Gen Moisturizing Cosmetics](https://www.trendhunter.com/trends/super-boost.md) - [Luxury Beauty Brand Launches](https://www.trendhunter.com/trends/la-beaut-louis-vuitton.md) - [Edgy Cruelty-Free Cosmetics](https://www.trendhunter.com/trends/barry-m-beauty.md) - [Digital Makeup Zines](https://www.trendhunter.com/trends/maczine.md)