Purpose Beyond Beauty: Brands championing mental health and authenticity
19/05/2023 by The Red Tree
In the era of purpose-driven beauty, brands hold increasing power to make a positive impact, and many are choosing to shift the focus from achieving flawless skin as the ultimate goal. As it is mental health awareness week, we’d like to acknowledge some of the brands who are opening up the conversation around psychological wellness, and who more generally pose a great example of creating a brand positioning that is authentically tied to purpose.
The Lion's Barber Collective
- A collection of international top barbers, whose mission is to raise awareness for the prevention of suicide, inspired by the fact that the barber’s chair is a time that males may be likely to open up about how they are feeling.
- By training barbers to become mental health advocates, they create safe spaces for open conversations about mental well-being, something they coin their #BarberTalk mission.
Our key takeaway
We are particularly inspired by the Collective for their persistence in ensuring their visibility and presence in spaces where mental health conversations may be less common. They are currently taking part in the British GT motor racing championship where they are racing, setting up a pop-up barber station, and actively engaging with an audience that is typically made up of 85% males.
- Eye-catching skincare brand topicals algin their stigma busting flare-up targeted skincare formulations with their advocacy for mental health. The brand has donated over $100,000 since their launch in 2020.
- This year, the brand’s fund is building programmes with five women-founded organisations to support mental health within BIPOC communities.
Our key takeaways
The brand excels at shining a light on the interconnection between skin health and mental well-being and aligning this with their brand and founder stories. Topicals consistently provide support to underrepresented communities, in particular creating environments for fostering community building, combatting loneliness, and establishing genuine relationships.
- The brand’s Rare Impact Fund commits to bringing awareness and financial aid to those that need support with their mental health.
- Rare Beauty’s fund has recently pledged an additional $1.5 million grant to a range of organisations, enabling them to broaden the reach of mental health services and education for youth globally
Our key takeaways
At The Red Tree, we often site Rare Beauty as a gold-standard example of purpose-driven beauty. The brand stands out for their ability to strike a balance between leveraging the celebrity status and personal story of their founder, Selena Gomez, to bring attention and understanding to the brand, while also prioritising their initiatives beyond sales. They consistently engage with their audience, actively increase the support to their causes, and make a tangible difference. Their commitment goes beyond superficial marketing, showcasing a genuine dedication to driving meaningful change in the mental health space. The fund’s top down approach also provides a great example of a purpose with a global reach.
- A male cosmetics brand, whose presence in this unsaturated market is inspiring a more openminded, inclusive community.
- In addition to partnering with organisations such as Norwich City FC, the brand’s founder is also behind JAAQ (Just Ask A Question), a platform that provides quick and free mental health information directly from trusted experts as well as celebrities and sports personalities with lived experiences.
Our key takeaways
While the JAAQ platform certainly goes above and beyond to deliver support to those that need it, we also think it serves an excellent example of sharing information in an innovative and effective manner. The Q&A video format found throughout their website and social channels demonstrates the power of featuring real individuals and their stories, as well as emphasising the role of expertise in reinforcing the authenticity of an initiative.
The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.
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Any company entering The Beauty Accelerator™ competition must be based and registered in the UK.
The scheme by which investment into the winning brand will be made is the Seed Enterprise Investment Scheme (SEIS). You must be eligible for SEIS to enter The Beauty Accelerator but you do not need to be registered for SEIS. You can be in the process of applying for SEIS and receiving Advanced Assurance from HMRC, which is free of charge to obtain and certifies to investors that the criteria necessary to qualify for SEIS have been met by the company at the time of the application. You do however need to be SEIS registered at the point of investment.Click here For further information about SEIS
As is the case with all equity investments, the winning brand must be willing to provide equity stakes for both SFC Capital and The Red Tree. In addition, the winning brand might be required to pay a monthly fee for the duration of the 12 month period of assistance from The Red Tree. The size of the equity stakes for both SFC Capital and The Red Tree are unknown at this stage and will be based on the valuation of the business at the time of investment. The value of the monthly fee to The Red Tree will be determined by the scope of work required by The Red Tree and will be agreed in consultation with the winning brand. The equity stake, monthly fee and scope of work will be discussed in further detail with short listed brands during the interview stage.
Brands that applied for The Beauty Accelerator™ 2022 can apply for The Beauty Accelerator™ 2024.
Applicant brands should ideally have proof of concept – the business should ideally be in operation with at least one product currently retailing on the market, an existing website in operation and a number of months of trading.
Under exceptional circumstances, brands that are at concept stage will be considered.
There should be a team in place or a willingness to take on a co-founder at an early stage.
A business plan must be in place and submitted as part of your application to demonstrate the revenue that can be delivered.
The business should not be valued at more than £1,000,000.
All R&D should be completed as funds invested will only be used for marketing and commercial activity.
If you are short listed, you must be available to attend the virtual shortlist interview. It is likely that short listed brands will be required to attend more than one virtual interview.
If you are a Finalist, you must be able to attend The Beauty Accelerator™ Final, either virtually or in-person.
You cannot apply for or already be in the process of applying for another accelerator or incubator during the period December 2023 to December 2024.
If you are selected as a finalist, and if you go on to win The Beauty Accelerator™, you must agree to exposure of you and your brand through The Red Tree’s, SFC Capital’s and Freeths online and social channels and a possible marketing campaign.
Confirmation of the winning brand is subject to SEIS eligibility confirmation, agreement on equity stake and The Red Tree fee, and completion of due diligence.
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