
New beauty brands are launching into a competitive post-pandemic market, but they have an advantage that their predecessors didn’t. As the relationship between consumers and brands evolves, startups are capitalizing on the public’s desire to be involved with their favorite cosmetics companies on a deeper level, and finding a strong place in the market by letting their customers buy into the brand itself.
Over the last decade or so, crowdfunding has become a very familiar route to market for new, innovative products. But now, brands are embracing the crowdfunding model not just for specific products, but to enable consumers to buy equity and drive the brand’s growth as fractional owners.