Digital wholesale marketplace, Curate Beauty, which offers an edit of the best in indie beauty brands to complementary retail partners and buyers, has joined with London’s Urban Retreat on a pop-up holiday space. The collaboration brings a selection of Curate Beauty’s indie brands to Urban Retreat’s retail space in-store and online and includes Christmas gift sets, stocking fillers, wellness must-haves, smart skincare and vegan-friendly offerings.
While launching the pop-up, Curate Beauty also released an insightful trend report into its customer purchasing and browsing habits during the pandemic. Findings included a 68 per cent uptick in visits to the Bath & Body category of the Curate Beauty website during September-October (compared to July-August), as well as an 11 per cent increase in visits motivated by ‘self-care’ products. Searches in the wellness category also increased, with the brand finding ‘supplements’ to be the second most popular search term and sleep focused brands having grown by 70 per cent.
Overarching themes from the report included the emergence of purpose-first consumer habits, spurred by an increasing desire to support local businesses and communities. Social consumerism was also a strong theme according to Curate Beauty, with consumers more inclined to support brands founded by underrepresented groups, such as those from the BAME community. Sustainability was another strong theme, with Curate Beauty noting a 400 per cent increase in visits to its conscious beauty collection, a sign of the ever-strengthening consumer demand for sustainably-minded brands and products.
Other important themes identified included product transparency, philanthropy and DIY beauty treatments.