It’s Getting Harder for Small Beauty Brands to Scale

For years, the narrative around the beauty business has been one of accessibility: It has never been easier to start a brand. Social media lowered the barrier to entry, direct-to-consumer made distribution easier and a strong point of view or the right TikTok mention could turn a single product into a viral hit. But scaling a beauty brand is a different story.“It’s never been easier to launch a beauty brand, yet at the same time never been harder to grow one,” says Will Henders