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BEAUTY DISRUPTORS
Beauty Disruptors Brands making waves in the sea of beauty products
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ame changing. Customer-centric. Rooted in innovation. Those are all words describing disruptive brands — those that deliver a new perspective and or a consumer need solution. For beauty, these are the brands bringing in new customers and building volume. What makes a brand disruptive could be anything from ingredients to a purpose-driven positioning. Many deliver a product that fills a gap in the market. DSN canvassed retailers, beauty experts and consumers to identify mass-market brands that they feel offer a competitive edge. While there are many other brands changing up the status quo, here are some that received mentions.
UOMA by Sharon C.
Launched and sold: June 18, 2021 at Walmart, and on Walmart.com and UOMABeauty.com Mission: Setting the bar for true non-performative inclusive beauty. Competitive edge: Rooted in skin care, self-care, and soul care, the new line of products was created for everyone with naturally derived, vegan, cruelty-free formulas and sustainable, 100% recyclable packaging, as well as affordable price points. Sharon Chuter, the founder of Uoma, has become one of the most recognizable forces in the beauty industry with her breakthrough brand, but also with efforts such as Pull Up For Change. The sister brand for UOMA that she created for the masses bowed at Walmart. “Beauty is for every color, every budget, beauty comes in every culture — everybody must be welcome to the table,” she said of why she added a lower-priced collection. The mother brand prices reach up to $44. Best sellers: Flawless IRL Foundation, Badder Boom Volumizing Mascara, Go Awf! 2-in-1 Water-Activated Cleansing Wipes What’s next: Primer, brow product, lipstick Price points: $5.99 to $23.99
Reserveage
Launched and sold: Reserveage was launched just over a decade ago in 2009. The brand has grown into a leader in beauty ingestibles, and now topicals with the launch of a new line of Pro-Collagen skin care. Its products are sold in major national and regional retailers, including CVS Pharmacy, The Vitamin Shoppe, Hy-Vee, Harris Teeter, King Soopers, Rayley’s, Whole Foods Market and Pharmaca, as well as on major online retailers such as Vitacost, Kroger.com, Lucky Vitamin, Swanson, iherb, Amazon and more. Mission: Reserveage lives by its mission, applying a science-backed approach and innovating
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with ingenuity to create supplements and topicals with clinically tested ingredients. Competitive edge: Reserveage was founded by a woman and is led and run by women with a commitment to providing products that will help them look and feel their best. Best sellers: Reserveage boasts a collection of best sellers, including Resveratrol 500 mg, Collagen Booster and Keratin Hair Booster. What’s next: Reserveage will step into the realm of skin care topicals, advancing its product portfolio to become more dynamic in its approach to helping women feel confident in their skin. Price points: Reserveage is a premium brand with products retail ranging in price from $21.99 to $84.99.
September 2021 DRUGSTORENEWS.COM
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