WWD’s BeautyInc reports that luxury beauty brands are fighting to win the hearts—and wallets—of the country’s youngest consumers—children and babies. This “growing niche” is currently dominated by well-known brands like Dior and Hermès and is especially popular in the Asia-Pacific region.
Fflur Roberts, head of luxury goods at Euromonitor International, told BeautyInc, “Brands were touching on baby fragrances or cosmetics, but there seems to have been in the last couple of years a big surge in this area. It’s definitely a very niche area. That said, it’s probably going to be growing, as more brands are expanding into other categories or moving further into lifestyle.”
BeautyInc says that despite such concerns, the luxury and prestige baby and child-specific beauty products are poised to keep growing, and the segment should continue expanding at a good clip. Euromonitor estimates that sales will likely increase 7.7% between 2023 and 2024 and grow 7.3% by next year.
It’s a good bet that where prestige brands go, others are sure to follow. Beauty Independent reports there are four tiers in the beauty industry: prestige, mass, masstige, and value. (Masstige brands offer high-quality products at more affordable prices than luxury brands.)
Considering the current controversy raging around the tween takeover of Sephora, it’s obvious the industry is appealing to younger consumers. And their moms. These moms are obviously the target for baby beauty.
What products are working for the prestige brands? Cleansing foam, face and body lotion, liquid cleanser, fragrance (which is controversial), bathing milk, shampoo, and sun care. One brand created a “Baby & Kids Collection” consisting of five products, which makes a great baby gift.
If you’re considering entering this nascent beauty category, consider that many parents are concerned about products that could irritate their children’s sensitive skin. Other advice for this industry is to not get trapped in gender considerations—meaning no blue and pink packaging.
One expert interviewed by BeautyInc says that luxury baby care is part of the self-indulgence trend for adults. But self-indulgence doesn’t have to be expensive.
You could enter the baby beauty category with one product, and if it’s successful, expand your line. Some baby brands are not adding products for pregnant women and young moms. This is an opportunity with unlimited potential.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at rieva@smallbusinesscurrents.com, follow her on Twitter @Rieva, and visit her website SmallBusinessCurrents.com to get the scoop on business trends and sign up for Rieva’s free Currents newsletter.
