14. behind: Merit Beauty, BEAUTY BAY and Hue
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Hi, Happy Sunday!
The weather in the UK is finally behaving so I’ve been less motivated to work and more motivated to have fun. Today’s newsletter may reflect that.
What makes a brand stand out when they sell the same products as everyone else? The secret lies in these three brands. They've been on my mind lately, so let's talk about them…
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
My makeup bag is a treasure trove of staples I’ve come to love over the years, featuring a range of brands like NARS, Morphe, Huda Beauty, Too Faced, REFY, Hourglass, Fenty, ABH, and more. In other words, I’m far from being a one-brand girl. However, Merit Beauty makes me want to become one. If I ever were to commit to a single brand, my vanity case would be full of Merit.
Founded by Katherine Power, who also launched Versed, Avaline, and WhoWhatWear, Merit might initially blend into the sea of minimalistic beauty brands. But Merit Beauty stands out for its storytelling and simplicity. The brand calls itself "the antidote to the overwhelming world of beauty," and honestly, I couldn't agree more.
Unlike many brands that rely heavily on celebrity endorsements, Merit focuses on its values and the quality of its products. They focus on their values and good quality products. Sure, Katherine Power’s name adds some star power, but the brand doesn’t ride on her coattails. It feels genuine and relatable.
Merit’s digital marketing strategy is strong, leveraging platforms like Instagram, TikTok, YouTube, and Pinterest to reach a broad audience. Their content strategy is cohesive and multi-faceted, often revolving around significant campaigns such as product launches or collaborations. For instance, their recent partnership with fashion brand Tove was promoted through various forms of content, including behind-the-scenes footage, user-generated content, and professional photography, ensuring maximum engagement and visibility.
BEAUTY BAY is one of the few multi-brand online retailers that stands out because of its unique branding. Compared to other beauty giants like Sephora or Look Fantastic (Space NK being the exception), BEAUTY BAY doesn’t just feel like a brand selling other brands.
For UK-based BEAUTY BAY which stocks the likes of E.l.f Beauty, Sol de Janeiro, and The Inkey List, the effort put into their branding doesn’t go unnoticed. I vividly remember their branding reveal in 2018—it was bold, disruptive, and fun. The rebranding process threw out the cosmetic marketing rulebook to develop a creative attitude that matches their brave challenger brand position.
While Sephora launched its own products, I’ve never been drawn to purchase from it. It’s just… bland; in the same way, Primark’s beauty line would never interest me. BEAUTY BAY’s line however gives a much better ‘makeup vibe’. Their website is cleaner and just feels more thoughtful. User experience matters, and how a brand looks and feels plays a big part in that.
If I’ve ever felt FOMO for a beauty product, it’s for this one. Cheered on by some of my favourite beauty influencers like Uche, Hue is a new skincare brand making “intelligent and artfully designed skincare, formulated specifically for People of Colour.” Their hero product, Supra-fade, a dark spot night serum, has received nothing but praise and flowers online.
Black and brown skin have different needs compared to lighter tones and has been largely ignored—until now. HUE's serum sold out for the first time since its release in December after beauty influencer Uche Natori posted a TikTok about how well it worked for her hyperpigmentation. In her video posted on March 23, Natori said she had been using Supra-fade since the end of 2023. Within hours of Natori’s praise, the product sold out.
What really stood out to me about HUE was their packaging. A client was telling me about her experience with buying the serum. Aesthetic is clearly a big deal at HUE. Along with the serum, you can snag the SUPRA-EGG, a decorative case coated in gold and handcrafted by metal artisans in Turkey. “Visually, it needs to be more than just a standardised clinical skincare brand,” says Mona Haidar, British-Arab architect and co-founder of HUE.
Weekly musings
Slogan Surge: The Summer Trend Bringing Back 00s Vibes: Slogan crop tops and T-shirts are making a big comeback this summer, bringing a nostalgic nod to the 00s. Beyond fashion, they promote positive messages and social activism, making you look good and feel great. So, why not let your tee do the talking?
Male Infertility Anxiety Is Driving the Latest Wellness Boom: Men’s wellness is evolving from protein shakes to fertility boosters, spurred by worries about declining sperm counts and microplastics. Influencers and social media amplify these anxieties, making testosterone boosters and libido supplements the new trend. Brands are getting creative with marketing, focusing on optimisation and using humour—like insuring Nick Cannon's testicles for a campaign. It's fascinating to see modern masculinity embracing overall well-being, proving that caring about your sperm count can be as macho as lifting weights.
💋 Starface Just Dropped a New Bestie for Your Lips: It’s giving baby lips. Remember those?
The Real Reason Erewhon Is a Cult Brand: Erewhon isn’t just a grocery store; it’s a social hotspot where you’re more likely to run into an influencer than a coupon clipper. It’s changing the grocery scene—one $20 smoothie at a time.
Huda Beauty Unveils New Rebrand Under CEO Huda Kattan's Leadership: Have you heard the news? Huda Beauty is getting a facelift. I like the logo. I don’t like the submark…
Rihanna Just Dropped Fenty Beauty’s First-Ever Lip Liner: Have you seen the shades… What can’t Fenty do?
Method Uses Color Theory to Bolster Positive Vibes With Good Karma Collection: So pretty. I love.
Why ‘Underconsumption’ is Trending: Who knew less could be more? Underconsumptioncore is TikTok’s chic response to endless hauls—proving that sometimes, the hottest trend is not buying into trends at all. This is a trend that my savings and I can get on board with.
The Unbranding of Abercrombie: I’m genuinely impressed by Abercrombie's transformation. They’ve managed to pivot from preppy elitism to a more approachable, stylish vibe. This rebrand shows that even the most problematic brands can reinvent themselves successfully with the right strategy.
Courteney Cox’s Homecourt expands into body care: Homecourt's expansion into body care is a natural and smart move. With eco-friendly packaging and a touch of personal inspiration, it's poised to capture both new customers and existing fans. Cox's involvement in promoting the brand, especially with her daughter, adds a relatable, authentic vibe that I love.
SheerLuxe unveiled their newest fashion editor: an AI generated image: SheerLuxe recently introduced ‘Reem,’ an AI-generated fashion editor, via an Instagram post. This announcement, featuring photoshopped images of Reem in the office, led to significant backlash. Introducing an AI fashion editor is an interesting experiment, but SheerLuxe missed the mark by not clearly communicating Reem’s role from the start. The backlash was understandable—real writers are indeed looking for opportunities. While innovation is crucial, transparency is key.
Reformation x Laura Harrier: For it girls, by an it girl.
This summer’s top European hot spots for brand pop-ups: Luxury brands like Dior, Jacquemus, Gucci, and Cult Gaia are launching pop-ups across Europe’s hottest coastal spots this summer, continuing the trend from 2023. These temporary stores and beach clubs cater to the ongoing post-pandemic travel boom, with brands leveraging experiential marketing to connect with consumers seeking unique vacation experiences. I love how luxury brands are diving into the Euro summer pop-up scene. Now, I just wish I could go :(
Heinz x Marvel: An unlikely likely duo
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