For The Purist’s first issue of Summer ’18, I wrote about how Influencers both macro and micro are shifting the way we discover new products in beauty and wellness—and how the savviest ones are launching brands of their own. “To create a cult beauty product, follow this recipe: Identify an unaddressed but universal need. Formulate a single, multitasking product of clean, cruelty-free ingredients. Package it in a sexy, selfie-worthy tube, stir in an evocative, hashtag-earning logo (don’t name your brand after yourself—that’s so analog-era), then mix in your secret ingredient: a squadron of online influencers who, eager for compelling content about prestige products, will tell the internet about your beauty-boosting invention, for free.” To read the whole piece, click here.
