Game 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.
Purezero Clean Beauty
Launched and sold: Launched in January 2019 with national distribution in food, drug and mass at Target, Whole Foods Market, Rite Aid, Walgreens and CVS Pharmacy among many others
Mission: Produce salon-quality performance clean beauty products at a value to bring more consumers into the category.
Competitive edge: Purezero has developed a proprietary surfactant blend meant to deliver a lather and performance that outperforms its clean-beauty counterparts. Priced as a mid-tier product, the company said the products are made with premium formulas in an effort to democratize the clean beauty space and make it more accessible.
Purezero has a list of over 120 ingredients (commonly used in personal care products) that the company refuses to use in its brand, including the basic sulfates, parabens, pthalates and phosphates that a consumer would expect, but goes further by eschewing formaldehyde-releasing preservatives and ingredients known to be carcinogens.
Best sellers: Biotin Strengthening Shampoo and Conditioner
What’s next: Purezero is focused on growing its U.S. distribution in food, drug, mass and specialty beauty in its core hair care category while working to bring its brand mission to other beauty and personal care categories.
Price Points: $5.99 to $6.99
Launched and sold: Addicted Beauty launched in 2018 and is sold on several e-commerce platforms and Macys.com.
Mission: Addicted Beauty’s goal is to provide 100% natural products that work. The natural industry is often associated with products that don’t deliver, the company said. Addicted Beauty aims to change the conversation.
Competitive edge: “We at Addicted Beauty did our research and focused on 100% natural ingredients following the Ayurvedic methods (ancient Indian herbal medicine) to curate hair oils that do wonders for the hair and scalp,” founder Rida Khan said. “We blend different herbs and roots that have been used for centuries to cure hair fall and other hair- and scalp-related issues. [They] are considered super fruits and super roots with their levels of vitamins and minerals.”
Best sellers: The top three products are Booster Oil, Nourishing Oil and Indian Gooseberry.
What’s next: Shampoos, conditioners and other products with same ingredients that help tackle all the ailments are in the works.
Price points: From $20 to $25 per bottle