Navigating the Cultural Shift & Narrative in the Beauty Industry
Once upon a time, brands had all the power. Brands played on underlying gaps, needs, or mass beliefs to sell their products. They shaped perceptions, reinforced existing narratives, and tapped into what resonated with the masses. And for a long time, it worked.
“This soap will make you desirable.”
“This foundation will give you flawless skin.”
“This car will prove you’ve made it.”
Consumers played along because, honestly, they didn’t have much of a choice. The messaging was loud, repetitive, and everywhere. But then, something shifted. People started questioning. The script started falling apart. And suddenly, brands weren’t the ones in control anymore.
Now? Consumers are calling the shots.
Being in the industry for 11 years as #theideapeople, the more we listen to consumer voices and study the market closely, we see layer by layer how the shift comes into play. That’s the shift we’ve been navigating, brand by brand, campaign by campaign.
From “Fixing You” to “Expressing You”
When we first started working with Flenc (a colour cosmetics brand), we asked ourselves a simple question: What does makeup really do for people? Is it just about looking good? Or is it about feeling unstoppable, untouchable—like you own every room you walk into?
That’s when the brand’s core philosophy was born:
“Celebrate You. Be Flenc.”
No fear. No “without makeup, you’re incomplete” nonsense. Just pure, unapologetic self-expression. Whether it’s a lipstick shade that screams “Celebrate You” or mascara that says “Main Character Energy,” Flenc was never about covering up flaws—it was about amplifying you.
When we launched the brand, we didn’t create ads that whispered insecurities into people’s ears. Instead, we flooded their screens with confidence. A launch campaign that wasn’t about “fixing your look” but about “expressing yourself”.
The results? Women felt the energy. The campaign resonated because it wasn’t selling perfection—it was celebrating personality.
From “Clean Formulas” to “Clean Conversations”
For one of our clients, Albizzia, the challenge wasn’t just launching another skincare brand—it was cutting through the noise in a market overflowing with “clean beauty” claims. Every other brand was throwing around words like natural, organic, and pure, but people are smarter now. The narrative has shifted from just trusting labels to questioning what’s inside.
So, instead of just selling a product, we chose transparency.
We laid it all out—what goes into the product, why each ingredient matters, and what it actually does for your skin. Through the Founder’s Diary series, we told the raw, unfiltered story of why Albizzia was created in the first place. Not just another brand in pretty packaging, but a brand with a purpose.
More importantly, we didn’t dictate what people should buy. Instead, we educated them to identify their own skincare needs. We helped consumers understand why their skin behaves a certain way and how to choose the right solution—whether it was Albizzia or something else.
Because the real cultural shift in beauty isn’t just about clean formulas—it’s about clean conversations. It’s about giving people the knowledge to make informed choices, not just pushing another “must-have” product.
And that’s how Albizzia didn’t just sell skincare—it built trust.
From “Fear” to “Care”
Let’s rewind a little. Marketing has always been about tapping into emotions. But for the longest time, brands leaned heavily into negative emotions—fear, guilt, and insecurity, especially in Mothercare and Babycare. Brands warned parents about harmful ingredients, unsafe products, and what not to use, making them feel scared if they didn’t choose a certain brand. But today’s parents—millennials and Gen Z—aren’t just looking to be warned; they want to be informed. The narrative has shifted from scaring to caring, from fear-based messaging to education-driven trust.
Take, for instance, one of our clients, Equals Two, a premium Mothercare and Babycare brand, which was already backed by science and 100% naturally sourced ingredients but was only promoted in doctor clinics—credible, yet disconnected from modern parents. Instead of fear-based messaging, we built a trust-driven narrative: “Nature, Activated by Science.”
We shifted focus to education over fear, creating content that helped parents understand ingredients and baby skincare, not just warned them. Lifestyle shoots featured real Indian parents for relatability, while an engaging digital presence—through organic content, influencer collaborations, and paid campaigns—transformed Equals Two into more than a product; it became a trusted parenting partner. The result? Skyrocketing brand engagement and visibility, proving that trust wins over fear.
From “Exclusive” to “Inclusive”
For years, brands thrived on exclusivity—catering to a specific look, lifestyle, or standard that left many feeling unseen. The idea was that beauty, skincare, and even self-care had to fit into a particular mould. But today, the shift is undeniable—people are looking for brands that recognise, represent, and embrace them.
When we worked on Ecosaa, we didn’t just throw in diverse faces for the sake of representation. We created a brand rooted in inclusivity—from its formulations to its messaging. The skincare industry has long overlooked Indian skin tones, climate conditions, and skin concerns, favouring Western standards. Ecosaa changed that by focusing on skincare that truly works for Indian consumers—not just in shade ranges, but in how the products are designed and marketed.
And here’s the catch: inclusivity isn’t just about race or gender anymore. It’s about lifestyle, personality, self-expression. It’s about breaking stereotypes, giving people the freedom to define themselves, and making sure no one feels left out.
The brands that get this aren’t just adding representation. They’re rethinking their entire approach.
They’re not saying, “Here, we made space for you.”
They’re saying, “This was always your space.”
And that? That’s a game-changer.
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