The mud hasn’t but settled from the coronavirus pandemic, however some greatest practices are rising from profitable direct-to-consumer magnificence manufacturers.
Mented Cosmetics flourished final 12 months, regardless of buying and selling in make-up — the wonder class hardest hit in the course of the well being disaster.
“We really feel lucky Mented truly was in a position to thrive in 2020 for a few causes,” stated KJ Miller, chief govt officer and cofounder of the model. One was that Mented is digitally native, so when different manufacturers discovered themselves pivoting laborious to e-commerce, Mented was already poised for extra site visitors.
“It’s like we had skilled for this race,” Miller stated. “We had the shade-matching instruments, the quizzes, dozens and dozens of tutorials, fashions of each pores and skin coloration. The buyer needed one thing that felt acquainted and comforting. We had been in a position to provide them that.”
Another excuse was that Mented had at all times centered on on a regular basis magnificence.
“Final 12 months for lots of people was about paring again,” Miller stated. “In order that’s how we had been in a position to climate the storm and have a fairly robust 2020.”