Beauty News | How Fast Beauty is Changing the Game

The idea of bringing a product to market in short time frames can run counter to ingrained quality and research processes, and accepted time lines. However meeting rapidly changing market demands, means rethinking how R&D is executed, adopting fast beauty, and partnering with manufacturers that can deliver on time. A disruptive market challenges accepted relationships, and requires a reset and focus on your future direction.

“The concept is about more than speed — it marries fast beauty with masstige, and aims to quickly bring quality, affordable, on-trend products to market. ……. E.l.f. Cosmetics launched with a similar thesis in 2004 — and there are also ColourPop and Winky Lux, both of which excel in speed to market.” []

A Challenge to the Status Quo

The news is that the shift to fast beauty challenges organisations to shift their focus from internal to external product development. Working closely with manufacturers with the specific skill sets to execute both rapid product development and manufacturing is vital to ensure product quality isn’t compromised.

The fast beauty process has taken off with ‘aware and dynamic’ manufacturer’s having advanced development projects in play awaiting for them to be commercialized by brands who have the volume to take it to market. It can be often the case of a brand seeking out a concept and saying ” We’ll take that.”

Disruptive Beauty

Just as the fashion sector has led the way with a rapid to market approach, “[in] the last decade the mass-market for fashion has become increasingly competitive with a raft of new players selling online faster and with greater service.” []. Its logical that fast beauty has the potential to disrupt the beauty and hair care sectors, and brands that embrace now can be in a position to lead the market, not chase it.

A Manufacturing Partner with Capabilities

At New Laboratories we understand what fast beauty is all about. We work with our clients to show rapid opportunities and future directions to assist in keeping your brand relevant and fresh. Our development, experience and product capabilities offers you multiple choices in formulas, textures, shades, and packaging. For more information email New Laboratories at

Need to know more? Contact us today to discuss your needs.