Here’s What I’d Do If I Was Launching a Beauty Brand Today

The beauty space in 2025? It’s crowded, yes. But saturated? Absolutely not - not if you do it right.

Author

Mel Jenkinson
May 06, 2025

If I were launching a brand today, with the digital marketing knowledge I’ve gained, my experience building and selling a beauty business, and the game-changing power of AI? Here's exactly what I’d do - and what you can do too.

Let’s get into it.

🎯 Step 1: Start With Purpose, Not Packaging

Before you pick a logo, a lipstick shade, or even a name - get crystal clear on your why.

What do you believe the beauty industry is missing? What problem are you here to solve? Are you pushing sustainability forward? Championing underrepresented skin tones? Challenging outdated beauty norms?

Today’s beauty buyers want more than products — they want perspective.
Founders who lead with a mission build brands that move people.

💡 Try this: Write your “Brand Belief Statement.”
It should finish this sentence: “We believe beauty should…”

🤖 Step 2: Become Best Friends With AI From Day One

I’m telling you right now: if you’re not using AI yet, you’re making life harder than it needs to be.

I’d be using ChatGPT or Claude to:

  • Write product descriptions in multiple tones

  • Generate launch content ideas

  • Research trends and competitors in seconds

  • Draft my brand story, vision, and values

Visual tools like Midjourney or Ideogram? Amazing for early-stage moodboards and packaging mockups without paying a designer.

💡 Try this: Ask ChatGPT to describe your brand in the voice of your dream customer. You’ll be amazed what comes out.

📱 Step 3: Build Your Audience Before You Launch

The biggest mistake I see new founders make? They develop the perfect product in secret - then launch it to crickets.

I would start building in public from Day 1.
That means documenting the journey, sharing behind-the-scenes, and involving your audience in decisions like naming, packaging, or product benefits.

Today, we live in the “founder-forward” era. People follow people, not just brands. So show your face. Share the mission. Build community before you start selling.

💡 Try this: Create a “Brand Building” Instagram series with short videos showing your process. Invite feedback and questions.

🧬 Step 4: Create a Signature Brand DNA

Forget aesthetics for a second. What is your brand energy?

In a saturated market, your tone of voice, story, and values are just as important as your formula. Are you cheeky and bold? Soft and soothing? Educated and clinical?

Every piece of content, packaging design, and even your order confirmation email should feel like your brand.

💡 Try this: Write your “Brand Spirit Guide” — include 3 values, 1 core message, 1 customer archetype, and a moodboard.

💥 Step 5: Launch Lean, Loud, and With One Hero Product

Gone are the days of needing a full range to enter the market. In fact, launching with one flagship product (that solves a specific problem) is often the smarter move.

It’s less risk, more focus, and easier to build a strong identity around one hero.

Build hype with scarcity, exclusivity, and storytelling. A simple waitlist funnel + engaging video content = powerful pre-launch traction.

💡 Try this: Use Typeform or Flodesk to build a waitlist landing page and start collecting emails before your product is ready.

📊 Step 6: Let Data Guide You (Not Assumptions)

I’m a marketer at heart - so I’ve learned this one the hard way: your audience will always tell you what they want, if you’re willing to listen.

Use feedback loops. Run polls, surveys, ask questions. Measure what content performs best. Track engagement, not just likes.

💡 Try this: Ask your audience, “If you could wave a magic wand and fix one thing about your skincare routine, what would it be?” — then build that solution.

If I was launching a beauty brand today, I wouldn’t try to outspend the competition. I’d outsmart them — with clarity, community, and consistency.

You don’t need a massive budget. You don’t need a million followers.
You need vision. You need to start. You need to keep going.

Because the future face of beauty? It’s not a trend. It’s a transformation.
And if you’re ready to launch loud, lead boldly, and leave your mark — this industry has space for you.

📣 Over to You...

💬 What’s the FIRST thing you’d do if you were launching a beauty brand today?
Reply and tell me — I read every message, and I love hearing your take.

📩 Forward this to a fellow founder who needs a little launch inspo.

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