Cosmetics Business’ ‘Untold Story’ series reveals how some of the beauty industry’s biggest products transformed from simple ideas into viral sensations that have stood the test of time.
The series – which tells the origin story of everything from YSL Beauty’s Touche Éclat and CeraVe’s Moisturising Cream, to MAC Cosmetics Viva Glam and Jo Malone London’s English Pear & Freesia Cologne – was created to inspire the next generation of entrepreneurs into the beauty space.
Exploring how each product idea came to be, the series examines the innovative technology, unheard of ingredients and first-of-its-kind packaging which helped these products become game changers.
As well as sharing the impact these items have had on the beauty industry over the years and the surprising challenges these businesses faced along the way.
Prepare to be inspired.
1. How CeraVe’s Moisturising Cream came to be
CeraVe's Moisturising Cream
Over the past 18 years, CeraVe’s ceramide-infused Moisturising Cream has transformed from a humble beauty player at the bottom of the retail shelf to a cult status product, earning the respect of consumers and dermatologists alike.
Known for its ultra-hydrating properties, CeraVe’s hero cream still produces strong sales numbers to this day, with one unit of the product sold every two seconds during Amazon’s Prime Day 2 for 2024.
But it was not easy getting the product off the ground.
Tom Allison, CeraVe’s Senior VP, Global Professional Sales, Marketing and Strategy, reveals the product’s secret sauce here.
2. How YSL Beauty’s Touche Éclat came to be
YSL Beauty's Touche Éclat
YSL Beauty’s concealer-and-brightener-in-one came to fruition after “a serendipitous moment” during a photoshoot, truly shaking up the make-up category when it debuted in 1992.
Known colloquially as ‘the magic wand’, 32-year-old Touche Éclat has stood the test of time in the competitive make-up space, with 13 pens selling every minute.
The product’s skin care-infused formula and iconic click-pen with brush packaging were a game-changer when it launched, and have helped the item remain a success to this day.
Audrey Roux, Global Marketing Director of Make-up, YSL Beauty, lifts the lid on the product’s origin story here.
3. How Elemis’ Pro-Collagen Marine Cream came to be
Elemis' Pro-Collagen Marine Cream
Pro-Collagen Marine Cream is one of Elemis’ hero products and, rightly so, with one unit selling every 14 seconds globally.
The British brand’s 21-year-old hydrating day cream became, and has remained, a global beauty sensation, changing the moisturiser game for the better.
However, the product had to defy the odds to get to where it is today, offering a texture that went against the grain of what the industry claimed was best suited for dehydrated skin at that time.
Noella Gabriel, Global President and co-founder of Elemis, reveals how the product reached the global heights it did here.
4. How MAC Cosmetics’ Viva Glam came to be
MAC Cosmetics Viva Glam Lipstick scheme
MAC Cosmetics’ charitable initiative Viva Glam undeniably disrupted the beauty industry for the better, and has remained one of the sector’s most successful CSR stories 31 years later – and it all started with one lipstick, Viva Glam I.
The scheme is a mighty philanthropic feat for the make-up giant, which donates
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