In an ever-evolving industry, personal care and cosmetics manufacturers, suppliers and B2C brands are focused on meeting or exceeding the needs of underserved demographics. For example, according to Grand View Research, the global anti-aging market is valued at around $67.2 billion in 2022, and is expected to reach $120.4 billion by 2030.
Founded by licensed aesthetician and industry veteran Liz Fors, Nuckery’s beauty stands herself in addressing this growing market gap in skin and body care. Experience with major beauty companies such as Estée Lauder has identified the lack of targeted solutions for middle-aged skincare concerns and the establishment of Nackelley’s beauty for developing clinically tested results-oriented products tailored to this segment.
Product Development and Research Focus
Nakery Beauty highlights a customer-driven approach in the product development process and leverages consumer insights to develop solutions for specific skincare concerns. For example, after telling a customer that he has “I have an odor, itching, dryness problem and I haven’t got a solution from my doctor,” Folce told CosmeticsDesign:
Using consumer insights to shape new developments, she said, “customers influence every product we make. That’s never my idea.” Nakery Beauty utilizes focus groups to listen to all product concerns. “We listen all the time!” Fors said.
In addition to its consumer-centric approach to product R&D, the brand integrates rigorous research and testing protocols into its formulation. “Our process is to always verify that we are using clean materials to always clinically test every product,” Fors said. This includes following strict ingredient sourcing guidelines, focusing on both safety and efficacy to meet industry standards, she added.
Following the formulation process, the brand’s multifunctional products undergo further extensive testing to verify performance and effectiveness. “We run clinical on all our products and make sure we deliver what we say is what our products do. If we don’t check all the boxes, we won’t launch them,” explained Fors.
Innovation in component selection and formulation
Ingredient selection also plays an important role in the Nakelly Beauty formulation process. For example, according to Folce, brands prioritize functional ingredients over trending ingredients. “Trend ingredients aren’t necessarily innovative. It’s usually just a theatre of very common ingredients,” she said. Instead, she explained, “We are looking for more innovative and trendy ingredients with data-responsible verification to ensure that the formulation offers specific benefits.”
One particular challenge in developing the latest launch of a brand has been related to glycerin. This was a major challenge in developing an intimate line because all brands in the market use it,” Fors said. “What we learned,” she explained. “The glycerin on the face is great, but it’s not an intimate area,” he explained.
This attention to detail reflects Nakelly Beauty’s commitment to addressing the needs of specific consumers with a customized solution.
Sustainability, Transparency, and Technology Initiatives
Nakery Beauty integrates advanced technologies to increase product effectiveness. Not only is “looking deeper into the skin graph and surface,” but “3D technology for seeing what’s going on underneath the skin,” says Fors.
Sustainability and ingredient transparency are also important priorities for brands and an important aspect of the development process. “We always verify the sustainability of each ingredient and ensure the way they were made and sourced,” Fors said.
She added, “The more transparent we all become, the more we should have an impact on the future of our product evolution,” and “starting with being honest about what we use in all our products.”
Future development
Nakery Beauty continues to expand its portfolio with targeted treatments, including those recently launched Skin Recoaly Relax + Magnesium + Melatonin Repair Body Balm, Skin Recovery Ultra-Strength Pain Therapy Creamand a newly reformulated Skip advanced wrinkle eraser for lines. These products are developed to support the evolving skincare and wellness needs for the middle-aged consumer demographics.
Future launches of the brand include additional innovations designed to address both aesthetic and wellness concerns. “There are things in the pipeline that affect not only how you look, but how you feel!” Fols teased. As the company continues to expand, its consumer-driven research and commitment to effectiveness positions it as a brand to watch in the evolving personal care market for middle-aged beauty consumers.
