Beauty Brands Breaking Boundaries

There is a grocery list of reasons why I love Ouai* and Summer Fridays, but what do I love most about these cult-favorite beauty brands? They demonstrate a level of awareness, a sense of initiative, and when it comes to breaking boundaries within their respective industries, they bring innovation to the table.

I’ve worked with several corporate clients who stick to they ‘stay in your lane’ mentality, and while for some it’s strategic, it’s not always an effective tactic. Take Ouai. The minimalistic, French-inspired haircare brand has taken the fragrances found in their best-selling shampoos and given consumers a new way to enjoy them. In addition to these aesthetically-pleasing candles that dropped this month, these fan-favorite scents are also available to consume as eau de perfumes. It’s a gold-star example of how brand loyalty and customer appreciation can work hand in hand to make a company successful.

Not long after Ouai dropped their candles, Summer Friday announced a launch in a new category of their own. The award-winning brand released a trio of roll-on perfumes inspired by “that Summer Fridays feeling.” The Soft Vanilla, Coconut Wave, and Crisp Citrus fragrances are described as mood-lifting scents that transport you to a place of California dreamin’. Inspired by the many Instagrammers who flooded their DMs requesting a venture into this new space, co-founders Marianna Hewitt and Lauren Ireland created a product to fit the needs of their consumers. It’s also worth noting that two weeks after their perfumes hit the market, SF followed suit and released their own vanilla-scented candle of their own.

If you’re a brand with a long-lasting legacy, you’re in on the secret of staying relevant. In a day and age where the market is saturated and beauty launches are a dime a dozen, finding new ways to delight your customers with what you know they already love is, well, a no-brainer quite frankly, but also the key to long-term success.

* One of my current obsessions with the Ouai in particular is their limited-edition leave-in-conditioner that stars Byredo’s cult-favorite Mojave Ghost scent. It’s an absolute dream. You can thank me later. ; )