A month+ after launching Habelo Beauty, I’m reminded of how much I've learned so far, and how my career as a brand strategist in corporate retail, healthcare, biotech, and technology has helped me think about this new-to-me beauty industry with a different lens.

I've learned a few things:

Scientific and Regulatory Rigor:

I was surprised to discover how little regulation there has been in the US beauty industry. The Modernization of Cosmetics Regulation Act (MoCRA) is a step forward, enforcing stricter safety and regulatory standards. This was long overdue, as the US beauty market had been somewhat of a "wild west" compared to the stringent regulations in the EU, where over 1,300 ingredients are banned compared to only 11 in the US. In formulating Habelo products, I adhered to EU standards "+" (omitting 2,700+ questionably safe ingredients) to ensure the highest safety and transparency. However, while MoCRA is a significant step forward and takes effect on December 29, 2023, it still lacks comprehensive guidelines on ingredient transparency and long-term safety studies​ (FDA)​​ (Akerman).

Representation in Beauty Clinical Trials:

Ensuring representation of all skin tones and types in clinical trials is crucial. It may cost more and take longer, but it's essential for creating inclusive products that work for everyone. I was shocked to learn how hard, expensive, and time-intensive it is to achieve this representation—exponentially so. This missing 'ease' with which brands can test for all skin tones and types is a huge opportunity for innovation and progress. There is a divide that needs to be addressed. Products for women of all colors shouldn't be the responsibility or work of only women of color. I invested additional time and resources into our clinical cross-over trials, which are wrapping up shortly, to ensure that our products were tested on and effective for deeper skin tones, not just on people who look like me.

Evidence of Efficacy:

Most of the industry now recognizes that having evidence to back up marketing claims is mandatory. This shift is essential and should be seen as overdue diligence, not groundbreaking innovation. As a marketer and brand strategist, it's been amazing to see how much of the business has historically relied on smoke and mirrors. At Habelo, we are committed to changing this narrative. Ensuring our formulations deliver tangible results for all users is at the heart of Habelo. Our clinical trials are designed to provide this evidence, demonstrating that our products are not only inclusive but also effective.

Opportunity for Speed of Innovation:

The beauty industry is indeed innovating rapidly. Leveraging my experience from healthcare and biotech, I understand the importance of rapid, yet safe and effective, innovation. However, there is a need to move even faster. We can learn from the technology sector's use of design sprints and iterative improvements. Proof of concepts, testing and iteration, incorporating the voice of the customer, and co-creation are critical to ensuring we remain at the cutting edge. By using smaller minimum order quantities (MOQs), we can facilitate iterative learning and improvement, allowing us to respond swiftly to market needs and scientific breakthroughs, driving continuous improvement and innovation.

I’m also excited to share that Habelo has some technology and AI advancements related to our products that we will reveal soon. It's inspiring to see beauty, technology, and health intersect so powerfully.