FT Special

Check out these inspiring cosmetic companies with unique ideas!

Reading Time: 4 minutes

With the increasing width and breadth of the beauty industry, competition is taking a toll among entrepreneurs. Every company now has such a wide range of products and such options to offer that often the consumers can’t make up their minds about their purchase.

In such a scenario, it has become important for beauty startups to come up with inventive ‘Unique selling propositions’ so that they can attract more buyers. The creative tactics help them make a better place for themselves in the market.

Here are 5 such inspiring cosmetic companies with their USPs as their highlights-

Captain Blankenship

Founder Jana Blankenship had a childhood in Sorrento, Maine integrated with nature, the smell of which still lingers retrieving her love for the natural and that is how Captain Blankenship was born.  Jana wanted to create cosmetics out of those organic materials which formed such a massive part of her childhood and wanted to directly link cosmetics with nature.

A small, women lead the company, Captain Blankenship, is a startup in the Hudson River Valley which stick to their mantra ‘Beauty wild with nature’. The company only creates cosmetics from organic ingredients which they try to cultivate domestically whenever possible and make it a point to never use synthetic materials in their product.

They hope “that these products become part of your ritual and work some magic on you.”

Image: Captain Blankenship


Habit was founded by AjaFrierson in 2013, with a need to create a range of non-toxic, long wearing formula consisting nail polishes which improved nail health. The name habit arises out of the regular customs or ‘habits’ that women follow and the role of cosmetics in those, which create unique personalities. It also refers to the self-care rituals that keep us rooted.

Habit is the only ever cosmetics company in U.S which uses Myrrh as an extract which coats the nails in fortifying oleo-resins. Their nail polishes naturally strengthen the nails and Myrrh also acts as an anti-bacterial, anti-inflammatory and anti-fungal agent, making it the most idealistic product for all nail art lovers. They aim to become your new good ‘habit’.

Image: Non toxic nail polish collection by habit


Love for food can make people go distances and one such instance is Soapopotamus , an Etsy shop, which is a dream come true for every food lover out there. We have come across soaps, perfumes, body lotions and beauty products along those lines which comprise of fragrances which lurch your stomach every time the aroma enters your nostrils. Soapopotamus went a step ahead and created such skin products which are handmade and are known for their food-shaped soaps. You will find bath products in the shape of pizzas, cinnamon rolls and doughnuts, but don’t forget they are only bathing essentials, even though they might look otherwise.

Image: Luperca – Premium Cologne – Bitter Tundra for Soapopotamus

Frank Body

A Melbourne based company; Frank Body is a skin care cosmetic company, making products out of coffee. A paradise as it would seem for caffeine addicts; Frank Body claims that coffee can help stimulate blood flow and acts as a treatment for skin problems like stretch marks, scars, acne, psoriasis etc. The startup started with only one product online and now has spread worldwide marking success.  With their highly interactive and quirky website, Frank Body makes sure that you have the time of your life surfing for their products and using them too.

Image: Real coffee products by Frank Body

Black Phoenix Alchemy Lab

Black Phoenix Alchemy Lab is a startup selling perfumes but not ordinary ones. Their perfumes have a dark, romantic Gothic tone. Their USP is “the aesthetic gamut of magical, pagan and mythological blends, Renaissance, Medieval and Victorian formulas and horror/ Gothic themed scents.” They are the only kind to create such aromas and have over 15 years of practical experience in the field.

All the products with conceptual theories of hermetic alchemy are hand blended in their laboratory and they believe in “integrity and dedication” in dealing with their customers.


Image: perfume collection by Black Phoenix Alchemy Lab

Who knew such amazing concepts could be introduced in this area. With such out of the box ideas, the beauty industry is set to face more competition in coming times, encouraging entrepreneurs to stand out in their perspectives and come up with glimmering new ideas.