At last week’s Cosmoprof North America event in Las Vegas, Nevada, Cosmetics Design checked in with several brands that are striving to meet consumer needs and fill whitespace in the market that more conventional brands are currently overlooking.
DIY nail salon
Static Nails is an at-home, no-polish-needed, seven-minute manicure. Consumers decide how long the manicure lasts by the amount of glue that’s applied. The nails can stay on for as long as 18 days and be reapplied several times.
Alexis Irene, Static Nails founder, spoke with Cosmetics Design at the Cosmoprof show and explained that her brand’s nails are also being applied in select salons. Plus, they can be polished if desired and once any polish is removed the original nail décor remains.
Static Nails launches new colors and styles regularly to keep up with trends, recent options include sunglass-finish colors, matt colors, and nails with holographic finishes.
Hair stylists’ helper
The DAFNI is a high-tech, hair-straightening brush invented by Sharon Rabi. At Cosmoprof, Margaret Salleroli, the brand’s global director of marketing communications talked Cosmetics Design through the tool’s features, from the DuPont plastic to the NASA-quality isolation panel that keeps the heat where it’s needed and off the user’s hands.
But keeping with the idea that innovative tech can deliver fast, flawless beauty solutions, DAFNI can straighten hair in about 5 minutes. And, in May the company launched a smaller version of the tool that works well on short hair and functions well as a travel-size straightener.
Brush on extensions
CherryBlooms is a more conventional beauty brand in that the company’s hero products are mascara, brow color, and eyeliner. But each has been developed with innovative formulation technologies to give consumers a fuller benefit and save considerable time in contrast to lash extensions or microblading procedures.
CherryBlooms boasts having “the first fiber lash [product] in the US market,” as founder Jellaine Dee tells Cosmetics Design. And the company’s Fiber Brow product contains not only fibers but also clay crystalline to help the product match each user’s hair color and to make it last—or ensure that it’s “life proof,” as Dee says.
The company came to prominence after exhibiting at the 2013 edition of Cosmoprof. Following that show, Dee tells Cosmetics Design, “CherryBlooms became a multimillion dollar brand.” Hoping to continue building on that success, next month the brand is launching a volumizing, plumping matt lip color designed to last through 3 meals.
These are only a sampling of the fast, beauty solutions on display at the event. So it’s fair to say that tech-driven beauty is on the rise.