The Curator by Hourglass Cosmetics is a sustainable eyeshadow innovation set up as a pop-up at Selfridges and it gives beauty consumers the chance to create their own eyeshadow palettes. Open only for a limited time this summer, the beauty pop-up shares vegan-friendly and cruelty-free makeup in the form of customizable palettes. There are 40 shades and four finishes for people to choose from, and beauty lovers have the option of curating their very own one-, three- or five-pan palette.
The #CuratedBy collection from Hourglass Cosmetics features shades selected by influencers such as model Georgia May Jagger and celebrity make-up artist James Molloy.
The palettes, intentionally created with sustainability in mind, are reusable and recyclable since they are made from tin and post-consumer recycled plastic.
What Makes This Trend Stand Out
- Customizable Beauty Pop-ups
- There is an opportunity for other beauty brands to set up customizable pop-ups to appeal to consumers' desire for personalized and sustainable beauty products.
- Sustainable Makeup Palettes
- Other makeup brands can create similar palettes with sustainability in mind, which can appeal to consumers looking for eco-friendly beauty options.
- Influencer-curated Makeup Collections
- Makeup companies can collaborate with influencers to create curated collections that appeal to a specific target market.
Sectors Adopting This
- Beauty and Personal Care
- More sustainable and customizable beauty products that cater to the needs and preferences of consumers can disrupt the traditional beauty industry.
- Retail
- Retailers can set up customizable pop-ups for various products to offer a unique experience to consumers and drive foot traffic.
- Influencer Marketing
- Collaborating with influencers can be a cost-effective way for companies to reach their target market and provide engaging content for consumers.
