The Innovation Brief
Notes on building better beauty products.
Practical guidance for founders and product teams, drawn from two decades of launches and hundreds of lessons learned.
Claims
Why your claims belong in the brief
Planning claims before formulation saves months of retesting and rewrites.
Read the article Scale-upWhat changes between lab batch and first production run
The issues that show up at pilot scale, and how to catch them early.
Read the article PackagingPackaging is 50% of the product, and the first consumer touchpoint
Why the best launches develop formula and packaging side by side.
Read the article