Hey! I’ve been super busy running a design studio for the last month hence the inactivity over here. One of our clients launched their rebrand that we’ve been working on over the last few years and it’s truly chef kisses. Teaser here:
Don’t worry, I still have so many brands I’m obsessed with (and not so obsessed with) that I want to talk about. It’s just finding the time to do so and making sure that what I’m writing about is actually valuable to you. Plus, I’m no writer so I can admit writing like this doesn’t come naturally to me.
Speaking of launches, today’s letter is an Oreo of brands which I feel launched the right way and one that didn’t.
Every week I go behind my favourite brands, unpicking things I love or maybe don’t love so much, all in an effort to give you the necessary insights to help build your brand. So many brands exist for you to follow by example. So maybe you should x
There’s a lot of conversation about why we’re willing to spend more than ever on beauty. In the past, the big draws were brands or products with luxury or celeb status, but Fara Homidi is proving that smaller indie brands can attract just as much attention—and money. How does an indie brand like hers compete with and even pull us away from the big legacy lines such as Chanel and Dior?
I did a little bit of research to see why brands like Westman Atelier and Fara Homidi can do so well with products priced so high. And there are two reasons...
First, some background:
Makeup artist Fara Homidi’s new beauty line has quickly been dubbed the cult “cool girl” cosmetics label endorsed by models Paloma Elsesser, Adwoa Aboah, and Hailey Bieber. But, from the sounds of it, Homidi’s brand is all about making beauty feel personal. She describes her approach as “slow beauty,” planning to launch just one or two times a year.
You can tell, even just from the way Homidi speaks, that this isn’t just a cash grab. The thought and care she has put into her line really shows. For starters, I love the raw, real, and editorial feel of her campaign photos—it’s not as obvious as other beauty campaigns, which I love, in the same way I loved Costa Brazil’s imagery when they first launched. It's rare to see beauty campaigns capture real life and culture the way fashion does. And while the packaging isn’t groundbreaking, it’s distinctive and creates that high-end, slow beauty vibe.
So why are we splurging on this $88 lip compact?
Firstly, price disparity. In fashion and other luxury markets, the price gap between luxury and mass-market products can be significant and, for many, unattainable. A Bottega handbag can be priced at £3000 compared to £20 for one from Urban Outfitters. That’s a much bigger gap than Homidi’s £70 lip compact and Charlotte Tilbury’s at £30. Spending an additional £40 on a high-quality, luxurious lipstick feels more manageable than spending thousands more on a handbag. It’s not so disparate that it isn’t achievable. It boils down to beauty being more accessible—trying out a high-end lipstick or moisturiser feels like a treat rather than a major investment.
The second player is branding and perception.
Luxury beauty brands are really good at creating a perception of quality and efficacy through sophisticated branding, packaging, and marketing. This makes the slightly higher price point seem worth it to consumers who are drawn to the allure of premium products.
The look and feel: usually, beauty products double as decorative items rather than just makeup.
Status symbols and collectables: high-end beauty items can be seen as status symbols and collectables. Owning them shows sophistication and taste, and limited editions make them even more desirable.
Dual functionality and style: luxury beauty products often serve more than one purpose. Take Fara Homidi's makeup pouch. “I realised this makeup bag was so chic that I began taking it with me everywhere. It’s now become my everyday clutch,” says Fara Homidi.
When I heard Bella Hadid was launching a new brand, I shrugged and thought, “hmm,” much like my response to the countless news of celebrities and influencers starting new ventures. Then, when I saw the initial brand announcement, I thought, “😟” literally, that was what my face looked like. I just didn’t like it. Not one bit...
Now that the brand has launched, I have so much more to say about it.
As consumers, spoilt for choice, we sometimes just want to be given the information we need about a product, which tends to be: 1. how much is this, 2. why should I buy this, and 3. how will this be delivered to me? Orabella’s website is confusing. The above-the-fold section, which features an ambiguous brand film, doesn’t answer any of those three questions.
On average, users spend about 15 to 45 seconds on a website before deciding whether to stay or leave. This means you have a very short window to capture their attention and provide the essential information they need. I always say to avoid intrigue and ambiguity and instead aim for immediate clarity. Orabella just doesn't.
The brand’s launch comes across as amateurish, marred by poor website user experience and confusing copy that undermines the product's potential. And maybe this is an approach that would have worked well a few years ago, I don’t know, but now we have sites like Rhode and Eadem which work effectively and still look good.
Also, are we forgetting this is Bella Hadid? Like, THE Bella Hadid? There was a major opportunity for us to connect with Orabella through her, but it kind of just falls flat, with a few "founded by" dotted around the site and an underwhelming brand story that tells me nothing.
In a market, there are usually already set bubbles new entrants can fit into. In female underwear, that’s the everyday comfort bubble where I lean to M&S and SKIMS and the feel-good lingerie bubble in which I lean to La Perla and Boux Avenue. Rose Colcord, founder of intimates brand Cou Cou, wants her brand to be the answer to both, therefore creating a new bubble entirely. I think any brand that chooses the innovative route is headed for greatness regardless. The longevity of that greatness though? It’s easy to miss the mark. I don’t think Cou Cou will.
In today’s climate, building a world for your brand is almost non-negotiable in order to set yourself apart from others. Create a lifestyle around your product, and watch customers queue in line. I feel that’s what Cou Cou gets right. Colcord envisions the business as a community that unites people with shared values and offers a platform for inspiration. Social media has played a pivotal role in Cou Cou’s development and growth. Colcord has focused on building a community on Instagram—a platform she refers to as “my canvas for painting the walls of Cou Cou.”
“If you as a founder have a strong vision for the brand and the brand voice then there’s no more important thing to do than make sure you’re communicating that.”
Weekly musings:
@rocnation: a new family is moving in: Multiple beauty brands are expanding their empires with the launch of new hair care ventures and products. The only one I honestly care about is Mrs Rihanna’s. Despite the mixed emotions dispersing online, I think the brand will do well. She seems to have magic fingers.
Erewhon’s New Status Smoothie Tastes Like Sunscreen: I should be thrown off by smoothie and sunscreen in the same sentence but as always, Vacation is killing it with their branding. Odd, but smart.
Sabrina Carpenter Is Releasing Espresso Ice Cream Inspired By Her Hit Song: Speaking of smoothies, Sabrina’s new espresso ice cream is inspired by her hit song. Merch is not dead; it’s just getting more creative.
Anxious girlies, this one’s for you ✨🫂: Scrolled through Topicals’ Instagram page recently? No? Well, I’ll be the first to tell you they’re taking mental health very seriously and I love the way they’re sharing valuable content in an easygoing way that still feels om brand.
Did micro-trends kill the trend cycle? The coolest thing now? Not following trends at all! Last summer was all about quick trends. But now, instead of new 'cores' popping up every week, the focus is shifting to personal style. I’ll admit it's refreshing to see. I like the idea that I can grab what I want from different aesthetics and turn it into a style that reflects me rather than what’s trending at the time. It feels more sustainable and genuine. Plus, it’s exciting to see brands focusing on real-world interactions and experiences because of this.
Hailey Bieber sends Rhode Beauty fans into a FRENZY after announcing new $24 makeup product: I can’t scroll through TikTok or Instagram without seeing Hailey Bieber’s new blush sticks. They’re everywhere, but I’m not complaining. I LOVE everything about the rollout of this campaign. Each blush stick feels like it has its own little story/personality. And of course, what is a Rhode campaign without Hailey Bieber embodying that cool “it-girl” but also “girl-next-door” vibe?
I think what makes the brand’s campaign stand out is the use of sensory marketing. Hailey told GLAMOUR that her new blushes are giving ‘Aperol spritz makeup’ this summer??? I know we all laugh at the “tomato-cherry-girl” and so on trends that come with Hailey’s influence, but the company has been smart to incorporate this into the brand’s visual narrative. For every food-beauty trend that Hailey popularises, her devoted followers turn it into a viral phenomenon. Honestly, I love it. I do find it funny that Kylie Cosmetics also launched blush sticks recently, and I’ve not heard much about that…
Can AI Pick Your Next Favourite Beauty Product? Tools like Match My Look are game-changers for anyone who’s ever fallen in love with a makeup look online but had no clue what products to use. It feels like we’re finally catching up with the convenience we’ve been craving in the beauty world. Sure, we’ll have to see if this tech-driven shopping experience completely takes over, but for now, it’s a fun and useful way to make online beauty shopping way less frustrating. Plus, who doesn’t love a good virtual makeover?
What Blink-And-You’ll-Miss-It Beauty Trends Mean in the Long Term: The key here seems to be flexibility—brands that can quickly adapt their existing products to fit new trends will thrive. It’s also a reminder that while trends are fun, a strong core product lineup is essential for long-term success.
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