When launching a beauty brand in 2025, I recommend clearly defining the target audience and developing a unique selling proposition, USP.
The cosmetics market is saturated with products and new products, so it is important to understand the trends and find free niches – to understand which products are popular and where there are gaps.
I recommend focusing on a narrow niche, focusing on a specific age, taste or problem. For example, you can create cosmetics for people who lead an active lifestyle, or for female gamers who often squint their eyes during the game: here you can offer a cream with an emphasis on solving this problem.
USP can be based on an innovative composition, eco-consciousness or an affordable price. Determine the positioning of your brand: will you focus on the mass market, the premium segment, niche luxury, dermocosmetics, natural products or cosmetics for professional use.
Do not forget about the history of the brand – create a legend and a mission. People don’t just buy a product, they buy a philosophy. Storytelling, a marketing technique that communicates a brand’s values through a story or narrative, can also help.