Fast changing views of beauty are being driven by diversity, inclusivity and empowerment, reshaping what it is and what it isn’t. And in the process dismantling age-old traditional beauty ideals.
In the global beauty market, a new breed of bold, smaller beauty brands are shaking up the industry and challenging the more entrenched, more established multinational brands with their alternative approach to product and branding.
Precipitating some of the biggest changes in the global beauty landscape is Rihanna’s disruptive and trailblazing Fenty Beauty brand, the runaway success of Kylie Jenner’s lip kits, the celebrity status Kim Kardashian West KKW Beauty brand and the highly appealing Huda Beauty brand of influencer Huda Kattan.
Clearly, global beauty markets are being transformed, new narratives are taking hold, telling of a new beauty story governed by the needs and wants of today’s beauty consumers.
South Africa, which is home to a diverse nation that defies a traditional homogenous tableaux of beauty, is undergoing its own metamorphose of sorts, driven mainly by factors that include new entrants of local beauty brands, a sizable millennial generation, the growing influence of beauty bloggers and the impact of digital technology and connectivity.