There are many beauty brands that, despite having great potential and charismatic founders, when their business grows they need more resources, a larger team and experience to be able to grow further. The multi-brand company Rare Beauty has decided to commit, through their acquisition, to help these brands in their take off.

Olivier Cresp has been creating perfumes since 1975. In this article we discover how and where he finds the right inspiration for his creations, which perfume he would have liked to be the author of and much more…

With a particular focus on the Chinese market, the article lists six 2020 beauty marketing trends to follow in order to be successful.

Millennials are the driving force behind the trends reshaping the sector. Their tastes are very different from those of their parents and peers of past generations: they want to smell different. Now they ask for more transparency and more gender-neutral scents, preferring synthetic perfumes over the strand of natural ones that are still obtained through animal or land exploitation, and they love citrus perfumes.

It is now a known fact that anosmia (loss of smell) and ageusia (loss of taste) are some of the most prominent COVID symptoms. So as a result of this new piece of information, a preliminary self diagnosis, which will certainly turn into a benefit for the community, should now become a much easier task for everyone. To facilitate this step forward some Fragrance Houses have collaborated with hospitals and research centres in order to create a number of extremely intelligible and accessible tools that will allow patients, or anyone suspecting of any symptoms, to access a preliminary diagnosis through a questionnaire.

Quoting some of the statements of Philippe Ughetto (President of Fragrance Foundation France), this article highlights how, despite the growing number of brands certified as natural in the last few years, the actual achievement of a fully "green" brand is an extremely complex and effortful challenge in the olfactory industry.

One of the largest essence houses, Givaudan, opened its first pop-up in New York, offering customers a different store experience.

History is known to be cyclical and, as such, tends to repeat itself… From the birth of perfume and natural extraction methods, we have passed on to the use of synthetic ingredients and artificial or automated extraction processes. However, due to a new growing need for global sustainability, we are now, in a way, travelling back in time as we witness a rediscovery of the natural element, preferring sustainable fragrances, organic elements and non-invasive extraction methods.

The article describes some variations in the acquisition strategies: how private equity firms will acquire smaller and smaller cosmetic brands (or related companies regarding technology and production) and also take on greater risk profiles, entering with minority interests in order to intercept their growth first, testifying how the growth of cosmetics brands can be faster and faster in the case of brands that have direct access to the audience or that have the ability to build a community of followers.