The next big beauty trend? Crowdsourcing product ideas
Many companies use Instagram to promote their products, but for a new wave of beauty brands, social media is where they come to life.
Brandy Hoffman (left) and Patricia Santos, founders of Volition Beauty, which uses social media to solicit ideas from consumers.
After more than a decade working in the beauty industry, Brandy Hoffman was disillusioned with the way a handful of conglomerates talked down to their customers and spruiked the same overpriced products making the same overhyped claims. “The beauty industry should be about empowering women, not pushing products they don’t need,” says Hoffman.
In 2015, Hoffman, previously a senior executive at a prestige skincare brand, partnered with venture capitalist Patricia Santos to create a beauty company to put consumers in the driver’s seat when it came to product development and communication.
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