Has Cosmetics Industry Become the Epitome of Body Positivity & Gender Equality?

The global cosmetics industry size was USD 277.67 billion in 2020. The market is projected to
grow from USD 287.94 billion in 2021 to USD 415.29 billion in 2028 at a CAGR of 5.0% during
the 2021-2028 period.
The cosmetics industry provides a wide range of products that are significant to fulfill certain
requirements of end-users. The industry is constantly developing with the advent of the
Internet and the usage of smartphones. The rising awareness among customers about the
adverse effects of toxic chemicals is making them gradually shift towards organic makeup
products. Also, the rising concerns of well-being are surging because of changes in sleep cycles
and busy working hours.
A Delicious Collaboration: e.l.f. Cosmetics & Chipotle to Launch Limited Edition Products
Customers, especially women, are on a constant exploration journey when it comes to beauty
and personal care products. They often enjoy finding new brands and buying unique products.
In today’s world, younger customers are inclining rapidly towards natural, artisanal, and locally-
made products by rejecting the reputed brands their parents preferred. The need to post
everything on social media platforms is a major reason for seeking out innovative products.
e.l.f. Cosmetics, for instance, collaborated with the American chain of fast-casual restaurants
Chipotle in March 2021. They aim to revolutionize marketing on TikTok, a video-sharing social
networking service popular with youngsters. The collaboration would result in the development
of limited edition makeup products, namely, Eyes Chips Face Makeup Bag, Extra Guac Face
Sponge Set, Make It Hot Lip Gloss, and e.l.f. x Chipotle Eyeshadow Palette. The company wants
to cater to the social-savvy Gen Z customers.
There’s No Stopping: Celebrity-owned Beauty Brands are the Talk of the Town
While the past few years seem to have resulted in a mass influx of new cosmetics lines,
celebrity beauty brands are definitely the one that’s rising. Today, there are countless celebrity-
fronted collaborations, endorsements, and collections. They are no longer satisfied with having
a collection or a product as part of an existing brand. The trend has shifted to full ownership.

Norman R. Lainez

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