Rise in On-Demand Beauty
A growing number of mobile, on-demand beauty services are catering to time-poor beauty consumers looking for ease and convenience – offering beauty brands new, unique engagement opportunities.
This month, London-based mobile beauty company Blow Ltd secured £1m in funding on equity crowdfunding platform Seedrs – £500,000 of which is from Unilever Ventures. Launched by venture capitalist and entrepreneur Dharmash Mistry and Fiona McIntosh, former editor-in-chief of both Grazia and Elle magazines, Blow Ltd is described as the “Uber for beauty” in its aim to connect professional stylists, make-up artists and nail technicians with consumers in the most convenient and cost-effective way.
The brand also offers more than 1,000 beauty products for purchase online, via mobile or in its flagship beauty bars. “Dharmash and Fiona are reinventing the service experience and ultimately creating a new route for product distribution,” said Stephen Willson, investment director at Unilever Ventures.
My Beauty Crowd is another new on-demand business model. This time, the brand’s focus is not solely the consumer, but also the beauticians on its books. All professionals working with the brand – the My Beauty Squad – are given the opportunity to develop a career within the company, which provides them with the tools to build their own brand, such as free products and photo-shoot set-ups.
Milk Beauty (also London-based) offers more tricky beauty treatments such as waxing, massages, spray tans and facials for consumers in the comfort and privacy of their own homes.
For more on express services, see Cloud Spa and Come-to-Me, On-Demand Commerce in The Streamlined Sell. For more on product and service developments catering to busy, on-the-go consumers, see Rethinking Beauty: Fast Consumption.