With a fresh round of funding, Beauty Pie is planning to further expand on its core categories of make-up and skincare. It has already done this to a certain extent, launching diffusers and candles, as well as supplements and a recent line of pyjamas. Again, this nicely feeds into customer loyalty, with Beauty Pie loyalists keen to get their hands on any new launches, regardless of category.
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This is also what differentiates Beauty Pie from other brands that are aiming to disrupt the pricing structure of the beauty and cosmetics industry. Skincare brand The Ordinary, for example, sells high-quality skincare at affordable prices, debunking the myth that luxury products must be expensive. It does this by using simple but high concentration formulas (with active ingredients) that come in simple packaging – again, no frills or unnecessary marketing. However, The Ordinary is deliberately minimal and almost clinical, targeting consumers that are also looking for its straightforward and no-frills approach. In contrast, Beauty Pie appeals to the ’beauty junkie’ – a demographic that buys into its brand as a lifestyle or secret club of sorts.
Beauty Pie is also strategic in how it aligns with this audience, using clever strategies such as its ‘Super Beauty Kits’ to aid discovery and purchase online. The kits encourage members to buy multiple products at once – each one is built around a specific product line or skincare need, such as the ’teenager kit’ or the ‘dry and sensitive’ skincare routine.
Social media also feeds into Beauty Pie’s community, with the brand encouraging users to #postyourpie, and re-purposing this user generated content for their own social channels.
Founder Marcia Kilgore has previously insisted that Beauty Pie won’t go as far as the likes of Glossier in terms of brand extension, which has famously built on its status as a cult brand, going on to sell a range of merchandise ranging from hoodies to water bottles. “We’re not going branch out into jeans, or yoga mats,” she said. “Given the size of the market, and how much the average woman spends, we think there’s a lot of room for organic expansion at the PIE.”
Its recent line of pyjamas show that Beauty Pie is keen to push this ‘organic expansion’ as far as possible, however, using the broad category of ‘wellness’ as an opportunity to do so. High demand from members – with initial launches quickly selling out – is clearly hard to ignore.