Taking away the taboos means creating products that excite within todays biggest drivers, categories that we previously didn’t talk about or widely innovate for. That’s all changing now! Take a look at what each one is, the drivers and formulas to get you started.

ag·ing /ˈājiNG/

noun: natural, progressive changes in physiology, psychology, and/or biochemistry, influenced by environment, time, and biological factors, whether spontaneous or deliberate.

The unobtainable beauty standards and the increased concern over aging from pre-teen girls and on meets adequacy fatigue in the American consumer. With an antiquated ideal of what is attractive and relevant in today’s society, consumers demand beauty be reclaimed and aligned with ideals that foster health, mental well-being, and transparency among misinformation and AI generation.

Formulas:

Lava Lamp Warming Serum
Melo-toning Night Cream
Overnight Slug Balm

in·ti·mate care /ˈin(t)əmət ker/

compound noun: specific hygiene and maintenance practices and products for preserving cleanliness, comfort, and health of areas associated with bodily functions or intimacy.
These products are increasingly positioned within the beauty category rather than being solely categorized as over-the-counter (OTC) or medical products thanks to increased interest and concerns from today’s consumers.
Formulas:
Feminine Foam Wash
Balancing Intimate Oil
Soothing Ingrown Hair Treatment

o·ver·con·sump·tion/ ˌōvərkənˈsəm(p)SHən/

noun: the action or fact of using, purchasing, or absorbing something to excess, ultimately leading to depletion.

Consumers are concerned about over-consumption in the beauty industry due to the impacts on natural resources,  the environment, their finances, society, and overall well-being.

Formulas

Supergreens Soothing Skin Slushy
SPF Dry Shampoo
Shake & Go Powder Soap
Blur Blot on the Spot Stick

tat·too care /taˈto͞o ker/

compound noun: steps taken to safely heal, protect, and maintain the look of body art.
Self-expression, acceptance, aesthetic enhancements, and convenience are among some of the highest reasons for the increase of tattoos in the beauty space. With this increase, various forms of care are necessary.

Formulas:

Overnight Slug Balm
Feminine Foam Wash
Foam in the Sun - Organic Sunscreen
Blur Blot on the Spot Stick

white•wash / wīt′-wosh′/

noun: ignoring, distorting or downplaying the narratives, evolving needs and expectations of others to present more favorable benefits or outcomes for another group.

It is more important than ever to utilize technological advances and our ability to use information to consider and formulate for those outside of the needs of our own groups. Exclusionary beauty is no longer acceptable or tolerated.

Formulas:

Foam in the Sun - Organic Sunscreen
Daily Mineral Skin Tint