Beauty consumers have different priorities since the pandemic, experts say. We’re all a little more focused on “doing good,” whether it's for people, or the planet, according to Mintel's 2021 forecast.

And since March is International Women's Day and Women's History Month, we found five beauty brands with female founders to spotlight—and all are in sync with the "do good" trend. 

Mintel's analysts say consumer behaviors have changed during the Covid-19 pandemic —but last year’s Global Consumer Trends 2030 report remains accurate. “Our new 2021 forecasts remain embedded within our system of Mintel’s 7 Trend Drivers and their supporting pillars,” the new report states. 

Mintel's Key Trends for 2021

Mintel's seven pillars are key trend drivers for 2021.

They are:

1. Wellbeing
2. Rights
3. Value
4. Identity
5. Experiences
6. Surroudings
7. Technology

Simon Moriarty, Director of Mintel Trends, EMEA, explains a few below...

• Beauty Consumers Want To Support Causes

“Rights” is “Collective Empowerment,” as consumers worldwide push for causes they believe in, such as equality and rights.

“The collective mentality of the pandemic motivated a community-focused consumer mindset that has put mutual support and advocacy at the forefront…” says Moriarty. “The rise of the Black Lives Matter movement and the Global Climate Strike show how people are gathering to clamor for positive change. There is an opportunity for brands to take the lead in addressing these issues.”

• Belonging To A Community Is Essential

“Identity,” further explained as “Coming Together,” as we all seek support in like-minded communities during the Covid crisis.

“The pandemic revitalized the concept of community. Consumers crave human connection more than ever,” says Moriarty. “A widespread understanding that community and belonging are critical to combat loneliness offers brands the chance to celebrate consumer identities and offer novel ways to support each other.”

• Sustainability Takes Center Stage

Expanding on “Surroundings” and calling it “Sustainable Spaces,” Mintel’s report says the pandemic has significantly shifted consumer awareness of the spaces in which we live—accelerating demand for sustainability.

“With access to more information than ever before, consumers are demanding greater transparency from the brands they buy from, including how they plan to tackle sustainability challenges,” says Moriarty. “The opportunity for brands is to focus on localism and supporting communities while nudging consumers toward better habits.”

5 Female Beauty Founders That Exemplify These Trends 

Beauty brands responding to these trends are capitalizing on a strategic opportunity to better connect with consumers, according to Mintel. 

Here are five female beauty founders that all have a mission to "do good"...

1. Sharon Chuter, Founder, Uoma Beauty

Uoma Beauty’s founder, Sharon Chuter, is an activist aiming to redefine what it means for a brand to be truly inclusive. She began the Pull Up or Shut Up campaign.

The brand’s latest launch is a limited edition collection in collaboration with Coming 2 America, which premiered globally on Amazon Prime Video on March 5th, 2021. The Black Magic Coming 2 America Collection was inspired by “the fictional lush and royal country of Zamunda, showcases African beauty in its most authentic form,” says Chuter.

2. Angela Jia Kim, Founder, Savor Beauty

Angela Jia Kim was a classical pianist who had an “aha” moment before a concert when she broke out in hives after applying a “natural” moisturizer. This began her quest to research questionable ingredients in skincare—and she founded Savor Beauty. 

3. Stephanie Stahl & Petra Nemcova, Co-Founders, Ace of Air 

Stephanie Stahl had a vision—to reinvent the way a traditional beauty brand operates. Petra Nemcova is a humanitarian and philanthropist who was eager to help elevate the beauty and wellness space, “advocating for people and the planet.” Together with David Knowlton, they co-founded Ace of Air. 

Ace of Air is a Certified B Corp., and it helps fund the Trash Free Seas Alliance, Fair Rubber, and the Responsible Mica Initiative. 

4. Merian Odesho, Founder & Formulator, Bounce Curl

Merian Odesho struggled with her own curly hair her entire life—and all the products that failed to deliver on claims—so she learned how to formulate her own. Bounce Curl products don’t contain harsh chemicals and contain carefully selected ingredients to style, moisturize, and hold curls.

Bounce Curl’s founding principle is “Beauty is Shared.” The brand continually mentors women in need to help them start their own businesses and is building a nonprofit organization to do more.

5. Rahama Wright, Founder, Shea Yeleen

Rahama Wright founded Shea Yeleen International in 2005, a nonprofit organization dedicated to helping empower women in West Africa and the United States through the production, sale, and use of shea butter products.

Shea Yeleen, established in 2003, is Wright’s skincare brand, with products made using  organic, fair-trade ingredients. The brand’s sales strategy helps develop micro-enterprises for women involved in the production of shea butter.

“We care about the global community,” Wright states. “We believe that business has an equal responsibility to make profits while benefiting and promoting change in the communities in which we do business.”

See Next

See more about these brands—and two more—in the slideshow: 7 Inspiring Female Beauty Brand Founders To Support

Take a look at more trends in CEW's Annual State of the Beauty Industry Report