Why Your Beauty Brand Isn't Winning in 2025

Rare Beauty reportedly cleared an excess of $400 million in sales as of 2024 

Founders get intimidated from launching a new beauty brand today.

Because "ThE mArKeT iS cRoWdEd. " And it won't succeed.

Let me tell you. You're damn RIGHT.

If you're running paid ads and not getting sales after spending for days and months. That is a sign.

Consumers are voting with their wallets, and they’re choosing brands that offer something.

Gone are the days when great packaging and a catchy slogan were enough. Today’s beauty buyer wants more.

They want something exciting and not boring.

Something that MOVES their blood.

They want to feel like buying from your brand says something about them.

And that’s where USP comes in.

Figure What Makes You Unique

USP stands for unique selling proposition.

Basically the customer asking "Why the hell should I buy from you instead of anyone else"

Just look at the brands dominating the market right now:

Fenty Beauty exists to make every shade of beauty visible.

The Ordinary exists to make skincare accessible, transparent, and affordable.

Glossier exists to celebrate real skin, real people, and real routines.

Rare Beauty exists to break down unrealistic standards of perfection and support mental health.

Rare Beauty is a masterclass in brand purpose. Founded by Selena Gomez, the brand has made mental health awareness a core part of its mission, not just through messaging, but through action. A portion of all sales goes to the Rare Impact Fund, which helps increase access to mental health services. This kind of alignment between values and actions is what makes Rare Beauty feel real to its community.

These brands don’t just sell.

They stand.

And that’s what makes them unstoppable.

It shouldn't be the hard to come up with one, and it is always there, you just need to look further along to see it.

Beauty Founders, Ask Yourself This:

If your brand disappeared tomorrow, would anyone notice? Would anyone care?

USP gives your brand a reason to exist beyond products. It creates loyalty. It builds trust. It turns casual buyers into lifelong brand advocates who shout about you without being paid to.

And ultimately? You grow faster with more clarity, more connection, and more cash in the bank.

Talk soon,

P.S. If you're struggling to come up with a solid USP, or want expert marketers to help you out with the best angle for your brand, get in touch and we'll see if we can help you.

P.P.S. If you're interested in how beauty brands make profits, check out our guide. Inside, you'll find real-world lessons from the likes of Kylie Cosmetics, Fenty Beauty, Rare Beauty, Glossier and more. Plus, practical frameworks to define your purpose, attract your tribe, and market like a global brand.

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