REX Awards 2024: Beauty
Consumers might be cutting back on some purchases, but they still see value in spending on makeup, hair products, fragrance and other beauty products. According to Circana, mass market beauty sales increased 2% in the first quarter 2024, compared to the same period in 2023.
Skincare was the fastest growing category. Other hot products included face serums, tinted lip balms, hair wellness products and celebrity brands. Here are this year’s winners.
Beauty 21 Cosmetics
Known for its flagship brands L.A. Girl and L.A. Colors, Ontario, Calif-based Beauty 21 Cosmetics offers high-quality, affordable makeup.
The company is committed to inclusivity and innovation, and L.A. Girl has earned a loyal following for its diverse range of cosmetics catering to all skin tones and preferences, including PRO.Conceal HD Concealers, eyeshadow palettes and long-lasting lipsticks.
The company annually launches 30 to 40 products in the eye, lip, face and nail categories. Earlier this year Beauty 21 Cosmetics launched the Glow Envy Collection of lightweight mousse formulas at Ulta, then launched Super Charged Mascara at CVS. Lip has been a big focus, and L.A. Girl Lip Sheer Tint Lip Balm is formulated with ingredients to condition, hydrate and add a hint of color with one swipe, per the brand.
Firstline
Founded in 1986, Firstline is committed to embracing and accommodating the hair needs of textured-hair consumers. Today the Stafford, Texas-based company works to empower people to look good, feel good and embrace their authentic selves.
Product lines include hairbrushes, combs, satin sleeping caps, fashionable accessories and styling tools. The brand portfolio includes Evolve, WavEnforcer, Camryn’s BFF, DriSweat and Sleek.
Recent product launches include the Evolve Triple Pro Styler Brush, Evolve Triple Pro Styler Comb, Evolve Shampoo Brush made from recycled materials, Evolve Laced Satin Bonnets, WavEnforcer Inked Curve Brush Series, WavEnforcer Classic Man Collection, WavEnforcer King Caps, and WavEnforcer Compression Cap.
The items are functional, on trend and give consumers multi-tasking tools that make their day-to-day hair-care routines easy, the brand said.
Milani Cosmetics
Milani Cosmetics serves a multicultural customer base by offering an affordably priced, inclusive assortment of prestige-quality color cosmetics.
The Culver City, Calif.-based company shows its commitment to inclusivity through its wide range of products, such as Conceal + Perfect 2-in-1 Foundation + Concealer available in 45 different shades and more.
Digital and social campaigns build awareness through brand advocates called “Milani Makers.” Recent launches include four new shades in the customer-favorite Fruit Fetish Lip Oil—Lychee Nectar, Honey Fig, Blackberry Agave and Coco Cacao.
This summer, Milani will highlight its Make It Last Setting Spray.
Okay Pure Naturals/Xtreme Beauty International
Offering items for every family member, Okay Pure Naturals, a brand of Xtreme Beauty International, offers a diverse range of essentials ranging from hair care products—including shampoos, conditioners and styling aids—and specialized items for foot care, men’s grooming, baby care and even pet care.
The Miami Gardens, Fla.-based company is showcasing three collections: the Miami South Beach Hair Care and Skin Care Collections inspired by the lively atmosphere of Miami’s South Beach; Men’s Curls & Waves Collection; and the Rosemary Scalp & Hair Strengthening Collection.
Precious Mineralz
The innovation in Precious Mineralz Out Of Mountains brand is the use of halloysite, a nanotubular kaolin clay, as the delivery system for key ingredients including hyaluronic acid and peptides.
The majority women-owned company mines and processes the clay from its own Northstar Mines in Eureka, Utah, where the company is headquartered.
The focus in 2024 is travel size products and new packaging, such as twist tubes for Protective Lip Balm and 2-oz. squeeze tubes for Renewing Face Cream and Restorative Hand and Body Cream. Consumers use the Eyelash Booster on their eyebrows, so the company will offer it in a 3.5mL vial with an application brush.
Vital’s International Group/Pura D’or
With a portfolio that includes personal care, haircare, skincare, bath and body and aromatherapy, Pura D’or formulates mostly unisex products using ingredients that are natural and organic when available. The products are manufactured in the United States in small batches, using responsibly sourced raw ingredients and recyclable packaging.
Among the top sellers is the Anti Hair Thinning systems, with three lines targeting all stages of hair thinning.
This year Pura D’or, part of Orange County, Calif.-based Vital’s International Group, is launching multiple products that include advanced peptide complexes. The brand strives to offer pure formulas that are result driven and reasonably priced on a price-per-ounce basis. Also in 2024, Pura D’or is focusing on therapeutic, anti aging skincare, especially for the face.
