BEAUTY KNOWHOW The customer is always right – YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Sign in Welcome!Log into your account Forgot your password? Password recovery Recover your password Search Sign in Welcome! Log into your account Forgot your password? Get help Password recovery Recover your password A password will be e-mailed to you. YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Home Beauty BEAUTY KNOWHOW The customer is always right By You Magazine - November 22, 2020 The cleverest skincare brands are learning to listen to what you want. The normal way of things when it comes to launching beauty products is for a founder to have a vision then work with labs and chemists to turn it into reality. But a couple of brands are doing things differently. Take Volition, a US-based skincare range started by Brandy Hoffman and Patricia Santos who, between them, have almost 40 years of experience in the beauty industry. When they started their brand they decided to put customers first in every way. Each of their products begins as an idea suggested by a customer and is then assessed for originality and feasibility. After that, ideas are put to the vote on their website and the winners go into development. Once it’s given the green light, an ‘innovator’ works with Brandy and Patricia on the formula, texture and scent and also tests samples. When it hits shelves, the innovator gets a percentage of net sales. It was daunting, says Patricia, ‘letting go of control with product development’, but embracing a highly engaged customer base has more than paid off. Bestsellers include Celery Green Cream (£31) and Strawberry-C Serum (£36, both cultbeauty.co.uk). Meanwhile, subscription service Glossybox has taken its customers’ feedback about the products they like, dislike and why, and used it to launch its own skincare range, tested for a year by its most loyal subscribers. With the feedback revealing that dry, irritated skin was a big bugbear, the line includes: 3-in-1 Moisturiser (£22.50), which is effective but not greasy; Night Serum with blueberry oil to hydrate (£22.50) and Exfoliating Clay Scrub for a deep but gentle cleanse (£20, glossybox.co.uk). As environmental concerns were also key among Glossybox’s users, the range is made in the UK with zero-waste-to-landfill production. A real sweetie For a beautiful glass jar to house bathroom essentials such as cotton buds, I always turn to Brissi. Alas, its shops closed last year but Brissi has been reborn online and its Rivoli BonBon jar (from £8, brissi.com) is super-stylish. Also marvellous is its Bath & Shower Gel in Côte D’Azur (£18) with getaway notes of bergamot and musk. Beauty assistant: Alice Robertson RELATED ARTICLESMORE FROM AUTHOR You could get paid to test Liberty’ s Beauty Advent Calendar People are obsessed with this Revlon hair drying tool A new drop of Boots Star Gifts has landed for Christmas 2022 Popular in Beauty People are seriously impressed with Primark’ s £8 skinny curling tongs December 16, 2019 Boots is giving away free lipsticks to celebrate the launch of January 23, 2020 This long-lasting eyebrow product is getting rave reviews and is just June 21, 2021 These Liz Earle gift sets are on sale just in time March 5, 2020 WIN A Kiehl’ s skincare heroes bundle worth £104 July 24, 2020 Cult skincare brand Sunday Riley is branching out into hair products April 24, 2020 Superdrug is holding a huge BOGOF sale on all cosmetics for May 28, 2020 Your salon could charge you extra for overgrown roots and bad June 25, 2020 Facial steamers Why searches for this beauty gadget were up 400 July 10, 2020 Lush subscription boxes have arrived and they contain exclusive new products August 3, 2020 Popular CategoriesFood2704Life2496Fashion2240Beauty1738Celebrity1261Interiors684 Sign up for YOUMail Thanks for subscribing Please check your email to confirm (If you don't see the email, check the spam box) Fashion Beauty Celebrity Life Food Privacy & Cookies T&C Copyright 2022 - YOU Magazine. All Rights Reserved