If someone were to ask me to describe my ideal Beauty Brand portfolio company, here's how I would respond: An ideal beauty brand portfolio company should be a harmonious blend of innovation, sustainability, and inclusivity. Here's what that looks like:
Company: Relevant
Founded in 2022 by 20-year beauty veteran Nyakio Grieco, Relevant is a brand that emphasizes clean beauty, inclusivity, and innovation in its design and product offerings.
Design aesthetic
Let’s dive into the brand design of Relevant products, focusing on its visual elements like color palette, product packaging, shape, text, logo and overall aesthetics. All of these elements create a specific impression, of the brand and how emerging companies like Relevant are solidifying their position in the beauty industry.
Logo
The logo is simple yet elegant, often featuring clean lines and a minimalist approach to convey a sense of purity and natural beauty.
Color Palette
The brand uses bold gold tones for the cosmetic products and bright, bold vibrant colors for the skin care products to reflect its personality and commitment to natural ingredients.
Packaging
The packaging is designed to be both beautiful and functional, using modern design for the shapes of the skin care bottles and makeup applicators.
Typography
The typography is modern and easy to read, sleek, clean lines with minimalist text, and bold, solid colors. All elements give a personal and approachable feel.
Brand Voice
The brand voice is friendly, empowering, and transparent, focusing on educating consumers about the benefits of clean, inclusive beauty products.
Brand Identity
In my humble opinion, I think that the Relevant brand is doing a phenomenal job at building and maintaining a strong and recognizable brand that consumers trust and love. In addition to Relevant’s strategic messaging; “one-of-a-kind champion for inclusion in beauty”, we see this consistent messaging in the marketing, images, and across the company’s digital footprint.
Wide Range of Categories
The company offers products in multiple categories such skin care, makeup brushes, cosmetics, and perfume. The range of products include;
Rele-Blur Soft Focus Powder foundation is a powder form foundation that is a hybrid of powder-cream. The foundation is infused with vitamin C, peptides, niacinamide and plum oil. Ingredients like plum oil have several benefits for the skin, including but not limited to, moisturizing skin resulting in plumpness and glowing skin. Anti-inflammatory effects helps to soothe skin. Plum oil also works as an antioxidant protection from free radicals and environmental stress.
Rele-Wand Spark light Highlights come in opal, peach-gold and red bronze, a multi-use product for eyes, lips, and cheeks.
Rele-Wand Lip & Cheek Multi-Tint is a check and lip product that provides a gentle glow on the skin, and is a buildable coverage cream color.
Rele-Kiss Moisture-Wrap Lip Gloss is a non-sticky, high-shine magic, lip plumping gloss!
Innovative Products
Relevant continuously introduces new and improved products that meet emerging consumer needs and trends. Here are few innovative products from the brand:
One & Done Everyday Cream with SPF 40 4-in-1 lightweight daily moisturizer with a broad spectrum SPF 40. The mineral-based formula is suited for all skin tones, without leaving a white cast. Most sunscreen products on the market contains TiO2 and ZnO particles that may result in white appearance making it difficult to absorb into the skin.
Sunburst C+ Super fruit Serum Vitamin C serum nourishes the skin, preventing sun damage, calm, and enhance the appearance of skin. Infused with Buriti and Baobab. Buriti helps with moisturizing the skin, restoring elasticity and firming, and contains anti-inflammatory properties. Baobab has several benefits for the skin; lightens dark spots, acts as a natural moisturizer, heals dry skin, contains vitamin c.
Lights Out Resting Mask contains key ingredients such as Azelaic Acid which helps to exfoliate the skin, promoting cell turnover and reducing bacteria that causes acne. Squalane and shea butter help to hydrate the skin.
Commitment to Clean Beauty
The Clean beauty market is a rapidly growing segment of the beauty industry focused on products that are free from harmful chemicals and environmentally friendly.
Clean Beauty consumers such as Gen Z and millennials, are demanding safer products from brands, with high-quality, non-toxic ingredients, and are safer for the environment. Relevant products are free from sulfates, phthalates, parabens, mineral oil, synthetic fragrance, and artificial coloring.
Focus on Inclusivity: Diverse Consumer Representation
Relevant products are designed to cater to a wide range of demographics, including different ages, genders, and ethnicities.
Accessible Products
Relevant offers products at various price points to be accessible to a broad audience.
E-commerce Optimization
Relevant’s strong presence is significant for a brand that was launched in 2022. Relevant products can be found online, in retail stores such as JC Penny and Walmart, providing seamless shopping experiences.
In essence, an ideal CPG portfolio company is not just about making products—it's about making a positive impact on consumers, communities, and the environment. It blends innovation with responsibility, ensuring that it remains relevant and respected in an ever-evolving marketplace.
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