Cosmetic News | Disrupt or Innovate

Disrupt or Innovate

Fast Fashion created the template to meet rapidly changing consumer demands and trends, with major retail disruptors like H&M and Zara leading the way. When a disruptive market challenges your accepted relationships, the momentum of change requires you to reset and focus on your future direction or risk meeting the consumer demands for fast beauty.

“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.” Finally fast beauty disruptors do not necessarily have to be innovators. “Disruptors are innovators, but not all innovators are disruptors.” []

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.