The Beauty Makers unveils brand incubator for innovation-led labels

TBM Brand Lab will accelerate cosmetic brands’ launch to market and partner with social media influencers to market its products

The Beauty Makers co-founders Nora Hamelin and Ambra Orini

Spanish marcom agency The Beauty Makers has introduced a new incubator brand for innovation-led beauty labels.

TBM Brand Lab will accelerate brands’ speed to market in its home territory across the global cosmetics industry, and pair up with influencers for marketing campaigns.

The firm will take on companies in the skin and hair care, fragrance and colour cosmetics categories.

“We put laser focus on beauty optimisation,” said Ambra Orini, co-founder of The Beauty Makers.

“Our secret is in creating a ‘formula’ for development tailored to each individual client to match the highest quality product with the optimal manufacturing strategy for the fastest speed to market, all in one centralised flat-structured, global operation.”

Orini’s co-founder, Nora Hamelin, added: “Above all, we are storytellers.

“A brand’s ability to tell an authentic, differentiated and engaging story to foster a meaningful connection with the consumer is more important now than ever before.

“This new venture uniquely fuels our brand creation muscle with our agency expertise in the influencer marketing, consumer engagement and digital marketing trends necessary to propel beauty brands into the hearts of tomorrow’s consumers.”

Beauty incubators have been adopted by some of the industry’s age-old players, giving them greater agility to capitalise to emerging trends.

LVMH’s Kendo was responsible for bringing Rihanna’s Fenty Beauty to market, while earlier this year Beiersdorf’s Nivea Accelerator in South Korea selected five beauty brands to back in the market.

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