Which beauty consumer persona are you? Top tips on formulating for indie beauty brands

Published by

Hannah Kohl Marketing Associate - North America

Published on:

Monday 12th February 2024

The beauty industry is teeming with a diverse array of consumers, each with their own unique preferences and needs. Understanding these distinct personas is crucial for formulating beauty products that cater to their desires. Let's delve into five key consumer archetypes and understand who they are, what they want and why they want it.

Before we do this - If you're intrigued by the diverse beauty personas and consumer behaviour discussed here and want to delve deeper into formulating products that cater to their needs, we invite you to download our 50-page ebook, "Everything You Need to Know About Formulating for Indie Beauty Brands." This comprehensive guide provides valuable insights, strategies, and expert advice on crafting tailored beauty formulations for various consumer archetypes. Discover the secrets to capturing the Clean Beauty Connoisseur, Ingredient Inspector, Sun-Kissed Superstar, Hair Care Hero, Skincare Scholar, and more!

Whether you're a seasoned formulator looking to refine your techniques or an aspiring entrepreneur eager to dive into the world of indie beauty, 'Formulating for Indie Beauty Brands' has something for everyone. From understanding the key principles of formulation to mastering the art of ingredient selection, this eBook serves as your trusted companion on your formulation journey. Over the course of 50 enlightening pages, we have curated a wealth of insider tips, expert guidance, and industry secrets that will equip you with the tools to unlock your formulation potential and set your brand apart.

Which beauty consumer persona are you? - Infographic

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Everything you need to know about formulating for indie beauty brands - eBook

7.9 MB

1. Clean Beauty Connoisseur

In the realm of beauty, the Clean Beauty Connoisseur stands out as an individual with a passion for purity and natural ingredients. This persona values products that not only enhance their appearance but also align with their personal values of sustainability and environmental consciousness. They meticulously read labels, seeking out products free from parabens, sulfates, and fragrances. This persona gravitates towards clean, eco-friendly brands that prioritize organic and ethically sourced ingredients.

To captivate the Clean Beauty Connoisseur, formulators must craft products that offer a harmonious blend of efficacy and purity, combining natural, sustainable ingredients with innovative, results-driven formulas. By understanding their dedication to clean beauty, brands can create personalised products that meet their high standards and empower them to enhance their natural radiance while embracing a sustainable lifestyle.

Today’s shoppers are highly aware of the world, the importance of protecting and preserving it, and their role in it. They want indie founders to select and source ingredients with this environmental consciousness at the forefront of their minds. Beauty and personal care brands need to consider their ingredients’ sustainable credentials and how, when combined, the finished products may affect the environment.

2. Ingredient inspector

In today’s beauty landscape, the Ingredient Inspector emerges as a science-driven and formulation-educated consumer who values the power of ingredients. Armed with a deep understanding of skincare and cosmetic chemistry, this persona diligently researches every product's ingredient list, seeking out potent actives and sensitive skin-friendly claims. The Ingredient Inspector believes that knowledge is key to unlocking the true potential of beauty products. They are well-versed in ingredients like hyaluronic acid, retinol, niacinamide, and antioxidants, and they rely on scientific studies and research to make informed decisions about their skincare and makeup choices.

To charm the Ingredient Inspector, formulators must focus on efficacy, transparency, and innovation. Products that highlight clinically proven ingredients and cutting-edge technologies are sure to pique their interest. Understanding what materials are most suitable, how the active ingredients should interact, and ingredient compatibility is also crucial. By catering to the Ingredient Inspector's desire for transparency and science-backed formulations, indie companies can formulate beauty products that not only meet their high expectations but also empower them to make informed choices and achieve their desired results.

3. Sun-kissed superstar

The Sun-Kissed Superstar shines as a consumer who cherishes the golden glow of a sun-kissed complexion. However, in recent years, the beauty landscape has witnessed a significant shift in mindset when it comes to sun protection. What was once seen as a seasonal ritual has transformed into an everyday necessity for the Sun-Kissed Superstar. They understand the importance of shielding their skin from harmful UV rays to maintain its youthful appearance and protect against potential skin damage.

With increasing awareness of the long-term effects of sun exposure, regulations surrounding sun protection have become more stringent. The Sun-Kissed Superstar now looks for products that not only offer broad-spectrum protection but also adhere to specific regulatory guidelines, ensuring the efficacy and safety of the formulas they use. This persona seeks out beauty brands that prioritize photoprotection and offer innovative products, such as lightweight sunscreens, tinted moisturisers with SPF, and skincare infused with sun-shielding ingredients.

Formulators must cater to the Sun-Kissed Superstar's desire for reliable, everyday photoprotection. By developing products that combine high-performance sunscreen agents, skin-nourishing ingredients, and lightweight textures, brands can create formulations that seamlessly integrate into daily beauty routines. Moreover, staying up to date with regulations and adhering to industry standards becomes crucial to inspire trust and confidence in this consumer group. By addressing their needs and promoting everyday photoprotection, we can help the Sun-Kissed Superstar achieve that radiant, sun-kissed glow while safeguarding their skin for years to come.

4. Hair Care Hero

Amidst the BPC industry, the Hair Care Hero arises as a consumer who possesses an unwavering dedication to achieving and maintaining luscious, healthy locks. This persona recognizes that hair is an essential aspect of their overall appearance and self-expression. With an insatiable desire to nurture their tresses, the Hair Care Hero seeks out products that address their specific hair concerns and elevate their hair care routines to new heights.

The Hair Care Hero understands that the journey to glorious hair requires a combination of effective ingredients, innovative technologies, and targeted solutions. This persona diligently explores a wide range of products, from shampoos and conditioners to serums and styling treatments, in their quest for the ultimate hair care regimen. They prioritize products that cater to their unique hair type, texture, and specific concerns such as dryness, frizz, damage, or lack of volume.

To attract the Hair Care Hero, formulators must focus on delivering exceptional performance, addressing diverse hair needs, and offering customizable solutions. This persona seeks products enriched with nourishing ingredients like botanical extracts, proteins, vitamins, and oils that promote hair health and vitality. Furthermore, they embrace innovative formulations that utilize cutting-edge technologies, such as heat protection, colour preservation, or targeted scalp care.

5. Skincare scholar

The Skincare Scholar is a consumer with an insatiable thirst for knowledge and a deep understanding of skincare. This persona approaches skincare as a science and views their beauty routine as a dedicated study. Armed with extensive research, the Skincare Scholar seeks out products that are not only effective but also backed by scientific evidence and expertise.

The Skincare Scholar believes that a well-informed approach to skincare leads to optimal results. This persona is well-versed in topics such as skin types, concerns, and the interplay of various active ingredients. They rely on trusted sources, dermatological studies, and the guidance of skincare professionals to make informed decisions about their skincare regimen.

To captivate the skincare audience, formulators must prioritise efficacy, transparency, and innovation. By creating products backed by research, utilising advanced technologies, and delivering visible results, indie beauty brands can empower the Skincare Scholar to curate a personalised skincare routine that meets their high standards.

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