The Challenges of Building a Beauty Brand and How to Overcome Them


In the beauty industry, every day brings with it the promise of innovation, creativity and, for many, the allure of starting a beauty brand. The excitement is palpable, driven by the potential to introduce groundbreaking products to a global audience.

Yet amid the glamour and enthusiasm, a stark reality emerges — the road to building a beauty brand is rife with risks and challenges, both for newcomers and established players. This article seeks to explore these formidable challenges and shed light on how to avoid some of the biggest pitfalls.

The Market Saturation Challenge: Navigating the Sea of Beauty Brands

One of the most profound transformations in the beauty industry has been the influence of social media. While it has democratized access to beauty entrepreneurship, it also has fueled a proliferation of brands. In 2020 more than 9,000 new cosmetic products were launched in the U.S. alone, according to Statista.

This level of saturation underscores the immense competition within the industry, making it increasingly difficult for new brands to stand out. Aspiring beauty brand owners must contend with the reality that even with a brilliant product, breaking through the noise and capturing the hearts of consumers is a herculean endeavor.


Embracing a niche approach can be the key to differentiation. Focusing on a specific, underserved segment of the market can help a beauty brand stand out. Moreover, investing in robust market research and consumer analysis can unveil gaps that align with the brand’s core values.

The Challenge of Authenticity: Staying True in a Shifting Landscape

A strong brand identity and authenticity are paramount for new brands to succeed. Consumers seek brands that align with their values and beliefs. The challenge arises in striking the delicate balance between staying true to a brand’s core values and adapting to shifting market dynamics. This requires an agile approach to both product development and marketing. Staying in touch with the evolving needs of your customers and incorporating their feedback into product development is essential to staying relevant.

The Sustainability Challenge: Meeting Consumer Demands and Expectations

A profound shift in consumer preferences has propelled ethical and sustainable beauty products to the forefront. The modern consumer is conscientious, demanding products that uphold values of environmental responsibility and ethical sourcing. In fact, a Nielsen study revealed that 66% of consumers are willing to pay more for products from brands that are committed to environmental and social responsibility. This data underscores the growing consumer preference for ethical and sustainable products.

Brands that embrace sustainability as a core principle by utilizing eco-friendly packaging, ethically sourced ingredients and sustainable production methods will appeal to a wider, growing audience. But this can present challenges, which is why brands that do follow this path should clearly communicate these efforts to consumers, reinforcing the brand’s commitment to ethical and sustainable practices.

The Innovation Challenge: Staying Ahead in a Constantly Evolving Market

Innovation is the lifeblood of the beauty industry. The global cosmetics market is estimated to reach approximately $463.5 billion by 2027, according to the Global Cosmetic Market Report. This substantial market size is a testament to the constant demand for innovative beauty products. Consumers consistently seek the next groundbreaking product, creating a relentless demand for innovative solutions. This means beauty brands are tasked with a daunting challenge: staying ahead of the curve while navigating an intricate landscape of trends and consumer preferences.

Balancing the art of following trends without losing brand authenticity. along with the science of setting trends, is the essence of the innovation challenge in beauty. Brands should invest in research and development to stay ahead of industry trends, collaborate with innovation experts, engage with influencers and monitor emerging technologies to ensure their products remain at the forefront of the market.

The Financial Challenge: Navigating the Capital-Intensive Nature of Beauty

Beauty is a capital-intensive industry. Cosmetic Executive Women reports that the average cost to bring a beauty product to market can range from tens of thousands to several million dollars, depending on factors such as product complexity and marketing expenses.

This challenge isn’t insurmountable, as history has shown. Innovative financial solutions have allowed several brands to rise from limited budgets to global recognition. These stories serve as inspiration for those navigating the financial labyrinth. Furthermore, the large, multinational beauty companies are launching fewer brands themselves and instead are acquiring up-and-coming brands that have a proven track record for innovative product development. This model often proves to be significantly less risky than for the multinational to develop its own new brands.

New brands should seek creative funding solutions in their early stages. Explore options such as crowdfunding, strategic partnerships or seeking investment from venture capitalists with an interest in the beauty sector. Implement rigorous financial planning and cost management to maximize resources.

The Beauty Industry’s Complex Beauty

In the beauty industry, where creativity and innovation collide, challenges are the crucible of growth. Building a beauty brand is no walk in the park, but it’s precisely the challenges that breed innovation, drive authenticity and shape the future of this dynamic landscape. In the face of the challenges discussed here and many others, beauty brand owners embark on an incredible journey to redefine the beauty industry’s very essence. It’s a journey where the destination is unknown, but its ultimate prize is worth every challenge encountered along the way.

Oliver Goulden, Co-founder of FounderSix, is a brand builder and creative strategist with a global perspective shaped by his upbringing in various countries. He began his career at Ogilvy in London, contributing to pioneering campaigns like Dove’s “Campaign for Real Beauty.” He later led international brands in Shanghai, established a consultancy in Hong Kong focused on positive impact and served as Portfolio CMO at KD Capital, guiding teams worldwide. Goulden’s unwavering commitment to purpose-driven brand building drives his approach to everything he does.

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