When Asian-American beauty influencer Nikita Dragun began exploring possible beauty and brand product ideas, the overarching concept she settled on was transformation.
Hence, the launch of her cosmetics company Dragun Beauty in March.
Based on these reactions, Dragun Beauty more than doubled the number of units and set up pre-order to better anticipate customer demand when she restocked the face palette in November.
The fact that these influencers can be seen as Insta-marketing, product and event opportunities rolled into one for retailers is also something that heritage beauty brands should keep their eye on.
On Tuesday, German chemical and CPG company Henkel announced its purchase of curly hair brand DevaCurl from Ares Management.