To Benson, the next five to 10 years are likely to be a ‘golden age’ for smaller beauty players, as they take their products directly to the underserved markets that larger players have typically shied away from, and find a dedicated community.īut that’s not to say all larger players are ignoring representation. Plus, creators typically already have a large social media following, usually on Instagram or TikTok, and are able to communicate directly with their audience through these channels in an authentic way – something larger brands sometimes struggle with. I really see the creator community as the answer for this issue, because they’re identifying markets that are crying out for products, and are serving them directly.” “To me, I see the creator community as the bellwether for these niche communities: we’re going to see products focused on different demographics coming out of them and doing well.

“Traditionally, the Western world had the money, and there wasn’t market and spending data to mitigate the risk of launching something other than what had already been made. “Representation within beauty is a huge talking point, and a point of friction within the market,” Benson said.

Larger brands may not be able to justify going after a smaller target market or a niche, Benson argued, and said that there were opportunities all over beauty for smaller players to exploit. The competition also acts as a way to help smaller brands and creatives to take on the issue of representation in beauty, where they may struggle to get support otherwise. We try to help brands focus more on their own growth and less on the nitty gritty.” Representation matters I thought, ‘imagine if we could invert that?’” said Benson. “One of my first customers said she spent 15 per cent of her time on growth, and 85 per cent on managing her supply chain, and her business was doubling each year. One of the main goals of Atelier, and the competition, is to make it easier for smaller beauty players to scale their operations up without investing heavily into supply chain management. The competition acts as an abstraction of Atelier as a business itself.įounded by Benson in 2018, Atelier acts as a ‘translator’ between global beauty brands and manufacturers - interpreting the needs of both parties and helping them work together, as well as simplifying their supply chain needs. “We’ve been in this industry for about three-and-a-half years now, and we’re very fortunate enough to have grown a company that can provide support not just to our market, but to the people inside of it.” “We always want to be generative and additive to the things that we’re a part of, so it was a no-brainer to do this campaign,” Benson told Inside Retail.

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