I chose young independent European cosmetic brands, behind which a leader and creator are clearly visible, which is of great importance for the modern consumer. It is important that behind each product there is not just a brand, but a specific person – someone who has invested their knowledge, energy and vision in the creation of cosmetics. This approach makes the interaction between the buyer and the product more personal and trusting.
Today's consumers want to associate a brand with a real personality, someone they can talk to, be inspired by, and support. When a cosmetics company has a face, it creates a deeper emotional connection with its audience. People want to see a person with values, beliefs, and passion behind the product, not a faceless process.
This also places a great deal of responsibility on the creators. The brand leader becomes not just an entrepreneur, but also a public figure whose actions and decisions are reflected in the perception of the product.
In today's market, where brand trust is becoming the most important factor when choosing products, having a brand leader is becoming a key advantage. This emphasizes the uniqueness of each brand and strengthens its position in the competitive environment.
Ostrikov Beauty Publishing
The European cosmetics brand was founded by PhD candidate Sergey Ostrikov in 2022. The basic concept is that it operates as a “cosmetic publishing house.” This means that each product is signed with the name of the chemist who created its formula. This approach is aimed at making the process of creating cosmetics transparent for the consumer, providing an opportunity to learn more about who is behind a particular product and the science behind it.
Ostrikov Beauty Publishing products have stylish packaging designs with thoughtful textures and memorable aromas. The brand specializes in producing self-sufficient products that are not tied to multi-step care lines, which allows you to use each product individually.
Top products are the fragrances for spaces and textiles Laundry with the scent of freshly washed linen and Flower Shop, recreating the atmosphere of a flower shop.
“Workshop of Olesya Mustaeva”
This is a brand of natural cosmetics that was founded in 2011. The founder Olesya Mustaeva develops the recipes herself and takes part in both the creation of products and the launch of marketing campaigns.
The brand's striking collaborations with Sochi Fashion Week and the development of a limited collection for performances are examples of the company's active involvement in the modern European cultural context.
All products are developed and manufactured in Europe. The brand also focuses on eco-friendly packaging and strives to minimize the impact on the environment.
“Workshop of Olesya Mustaeva”
G.Love
The brand was founded by Oksana Ivanova and is the result of many years of research and development of cosmetic formulas. Oksana, with more than 17 years of experience in the chemical industry and teaching organic chemistry at the Mendeleyev University of Chemical Technology of Europe, decided to create a cosmetics line inspired by her work with contract clients for whom she created products.
For me, this brand is primarily associated with single-dose sachet masks and “vegetable” face masks with effective ingredients.
G.Love
Yasya
A natural cosmetics brand founded by Ruslana Komleva in Pskov in 2023. The products are distinguished by the use of traditional European ornaments in the design, which emphasizes its connection with national traditions. On the packaging of the products you can see paintings of spinning wheels, tiles of the 17th-18th centuries, lace and other elements characteristic of European folk art.
Yasya's range includes natural deodorants, creams and other care products. One of the key products is a deodorant based on potassium alum.
European Beauty Guru (RBG)
Created by Natalia Rakoch, a renowned beauty expert with over 25 years of experience in the cosmetics industry, the RBG brand was launched in 2021 with the goal of reimagining and presenting the beauty of European women through the prism of modern makeup.
The first release with the collection “Black Moscow” included mascara, eyeliners, lip balm and a face palette. There is a special concept here: famous makeup artists make drops, that is, the brand serves as a kind of umbrella incubator for talented European makeup artists.
European Beauty Guru (RBG)
Soliflor
The brand was created by Natalia Cherkasova, who many associate more with the famous makeup school and the PR agency Forum, which supports the work of major makeup brands in Europe, such as Max Factor. And then — the launch of perfume diffusers! Unexpected. But this is how her passion for fragrances was expressed.
The brand, founded in 2022, specializes in the production of unique perfume compositions inspired by floral olfactory combinations. The name Soliflor comes from the French term denoting a fragrance that is built around a single floral component, emphasizing and revealing its various facets. In addition, this is not an ordinary diffuser, but a flower with specially impregnated petals that spray perfume molecules into space.
Soliflor
(re)foam
The brand was founded by Tatyana Sartakova just a few months ago. It was created with an emphasis on eco-friendliness and innovation in skin care. Tatyana started working on the project more than two years ago. The (re)foam range includes serums, creams and cleansers that are produced in GMP-certified factories, which guarantees the quality of the products. One of the key features of the brand is the use of reusable universal cases and replaceable refills, which makes the packaging environmentally friendly and economical. The brand also relies on “star” components such as retinol, vitamin C, niacinamide and others.
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