I don’t think we have to imagine a world where the next big makeup release is being cooked up in an incubator somewhere in the Valley. This is literally happening right now, this very second. Makeup releases are accelerated to a point that you wonder how much work was actually put into releasing the product. I remember a time when brands were busy cooking up their next release years in advance but nowadays it seems like within a 5 month period they already have their latest big release on the table and ready to go.
You might think of Jobs and Woz hanging out in a garage somewhere in Los Altos baking up Apple but incubators have come a long way since 1976 and no, they aren’t all run by Erlich Bachmans of the world.
I read a really interesting article recently on Racked about beauty incubators that got me thinking, let’s chat this a little more below.
Beauty incubators are already a reality but not necessarily a beauty business standard at the moment, I imagine they’ll become more mainstream in a few years. Many smaller startup beauty brands are turning to beauty incubators to nurture and improve upon their ideas and in some cases come up with new ones. For example, Colourpop recently revealed that, yes, indeed as many suspected, they are involved in the production of Kylie Cosmetics. Kylie has a hand in the creation but I imagine Seed Beauty aka Colourpop’s incubator can also own up to a lot of the credit for the startup and nurturing of Kyle’s brand not to mention the creation, packaging, and formulations.
I guess when we think incubator our minds won’t automatically go to Y Combinator or Matter because the future appears bright for beauty and makeup incubators. So, perhaps, the next time you think of an incubator, Seed Beauty might come to mind or Sephora Accelerate. Sephora Accelerate is an incubator that helps new brands find their footing while aiding them with support and funding. I’m actually surprised more Influencers and Gurus haven’t taken advantage of the program to start up their own brands.
What do you think of beauty incubators?
Do you think the next big makeup release might be cooking up in one right now?