People have been using beauty products to enhance their eyes, brighten their skin or smooth their hair since ancient Egyptian times. But over the years, the beauty market has grown into a $445 million industry, with companies competing to sell us different versions of the same thing.
Brands like Glossier and Milk have garnered impressive cult followings, thanks to their social media-friendly packaging and refreshing approach to beauty. But, by and large, most brands seem to be all about finding the next trendy ingredient, featuring it in their products and convincing us that their formula is better than the others on the market.
The fact is, certain products don’t work for certain people. We’re all unique, with different skin types or hair types, and have different goals for what we want to achieve. Most beauty brands aren’t selling products tailored to individual consumers. Instead, they’re selling a brand, a luxury, a lifestyle or some product that will magically work on every skin type and solve every skin problem.
Still, we continue to buy into the hype, thinking we’ll look like every other Instagram model with glowing skin. (According to a study done by SkinStore in 2017, the average American woman could spend up to $300,000 on face products in her lifetime.)