How to Build a Modern Beauty Brand

There is a lot of competition in the crowded beauty industry, so it is now more important than ever to build a brand that is going to stand out and make a name for itself. This goes for a unique brand story, inimitable messaging, and exceptional packaging.

Not only is the look and feel of the brand essential, but the emotional connection that customers feel toward your brand is of utmost importance. In today’s teeming marketplace, building genuine connections and community will help your brand build lifelong fans, who will not only be your best salespeople, but will also provide your brand with the ever sought after User Generated Content (UGC).

So, how do you build a modern beauty brand? Read on to see our 3 best tips for finding opportunity for innovation in a saturated market, as well as creating a unique visual identity.


According to Vogue Business, “About a quarter of online beauty shoppers aged 18 to 34 added a beauty product to their cart because the packaging looked unique or exciting.” Read that again. Just from the packaging alone!

Creating on-brand packaging is important for any online retailer, but it’s especially important in the beauty industry.

How to Build a Modern Beauty Brand

Because competition is so fierce, you need to create packaging that’s not only functional, but feels unique, innovative, high-end, and on-brand. Standout packaging not only helps to build brand awareness, but it also inspires customers to complete their purchase.

Noto Botanics packaging is simple, bold, and minimalistic, but what makes it truly unique is that it allows the actual color of the product to differentiate each beauty staple. Another brand who has been able to stand out with their packaging is KKW Beauty. Their beauty products’ packaging mimics the array of skin tones and inclusivity of the brand’s aesthetic. It is so simple, it’s different.


How to Build a Modern Beauty Brand

Clean beauty according to Goop is, “a non-toxic product that is made without a long, ever-evolving list of ingredients linked to harmful health effects.” Unfortunately, the beauty industry is highly unregulated, allowing companies to make products with many harmful, toxic ingredients. Thankfully, consumers are wising up and demanding more from brands.

“I think that any beauty brand that launches today will have to have a clean ingredient story, unless you’re a Kardashian or you’re Rihanna with Fenty Beauty,” says Lilah b founder Cheryl Yannotti Foland. Proving to your customers that your product is not only a clean, non-harmful product, but also showing that you practice what you preach by being sustainable is essential to build a modern beauty brand.

Building a sustainable business can come in the form of your product itself, but let’s not forget about the packaging! Single use plastics: OUT. Recycled, post-consumer packaging material: IN.

One look at LOLI Beauty’s branding and you already know that they embody clean and sustainable beauty. “No Waste, No Nasties, No Trash, and No Slavery” are the key brand statements proudly displayed on their site. In fact, they’ve even trademarked “Zero Waste Beauty™” as the “the world’s first sustainable + certified MADE SAFE® organic beauty brand.”


The last tip on how to build a modern beauty brand? Building genuine connections and community. If you know us here at Milked Media, we are all about cultivating community for our clients. If you can build a deep emotional connection that consumers have with your business, you have won the branding game.

So how can a brand build these genuine connections? It starts with the branding itself and making sure that you connect immediately with your ideal customer. This happens through messaging, brand voice, brand personality, and of course the look and feel of your brand.

However, it doesn’t stop there. Your brand needs to be committed to nurturing this community through strategic marketing efforts.

One of the best ways to do that is through involving your real life fans in your marketing. User Generated Content (UGC) not only positions your brand as more authentic, but it also is a chance for your fans to feel like they are part of your brand’s community.

One brand who knows how to cultivate community is Tula. One look at the tagged section of their instagram and you’ll find thousands of happy customers happy to share their experience with the brand. Turning your fans into everyday influencers is a surefire way to build a lasting brand that puts lifestyle front and center.

How to Build a Modern Beauty Brand