Direct-to-consumer startups have taken the beauty world by storm.
Many adults are familiar with the concept of a beauty box, a much-awaited package which regularly comes with new finds.
However, the industry has now shifted its focus to a new demographic: adolescents.
We are taught so many things in school and in the workplace, but we aren't taught about how to take care of ourselves – mind, body and spirit. . We aren't given a toolkit or manual for how to handle all of the ebbs and flows of life we all go through and grow through. Like anxiety or fear of the unknown. . . Sometimes just tuning the world out and looking within can help us connect to ourselves and our purpose. You're here for a reason! Don't ever forget that. . . What would you want to tell your mother, sister, aunt, best friend, or future daughter about self care? Do you specific tips, mindsets or mantras that help you through tough times or overwhelm?
A few rising brands are seeking to help make puberty more comfortable and less awkward, especially when it comes to girls. One of these brands, called Blume, promotes the concept of self-care. The company is named after author Judy Blume, whose young adult novels have long been a staple for generations of pre-teens. Blume launched in June, and offers a variety of natural products to young consumers.
Among these products are cumin and rosehip acne treatments, organic pads and tampons, natural deodorant, and PMS oil.
The company was founded by Bunny and Taran Ghatrora, and is a revamped incarnation of their previous company, Ellebox. In a statement, the founders stated:
“We want to be medically accurate but not clinical. We want it to be your older sister or cool cousin. It’s not shaming you, it’s not making you feel more insecure. A big component going forward will be including real women’s stories. Whether polycystic ovary syndrome or endometriosis or struggles with acne, we want to normalize these topics and create a community where you know you’re not alone.”
Another rising brand is Angel Shave Club, which is a female response to subscriptions targeted at men such as the Dollar Shave Club. They wish to target first-time shavers.
Another brand, known as Lola, focuses more on menstrual preparation. Their packages include pads, tampons, and a handbook.
Unlike Blume, both Angel Shave Club and Lola notably seem to be marketing toward parents rather than preteens themselves.
Lola’s co-founder, Alex Friedman, said,
“We’re getting notes from parents who weren’t equipped to have the first-period conversation with their kids. We’ve really marketed [the first-period kit] to our own community. It’s on our website and discoverable, but the intention is that they’ll buy it for her before she gets her first period and let her be prepared.”
This does seem like a smart marketing tactic, as preteens do not always know what exactly to look for and are less likely to purchase a subscription on their own. Marketing to parents seems like a sure way to get the message out.
However, it must also be noted that in aiming toward such a young demographic, many of these brands seek to attract long-term customers.
The Ghatoras stated,
“While we’re focused on this life stage, women of all ages love these products and how they’ve elevated their routines. We don’t expect girls to use Blume for a few years and then get rid of it.”
Featured Image via MaxPixel/Public Domain