Founded in late 2015 by three beauty executives, Taste Beauty is best known for fun-flavored lip balms, rapid speed to market, and its recent buzzy launches at Sephora including Felicia the Flamingo, Glamspin and Frenchie the Bulldog. Last week, mega-influencer Jeffree Star posted a YouTube video about Taste's Nickelodeon 90's Eye Shadow Palette to his 6.1 million followers – leading to a retail sell-out in just days. Unique 3D printed components, pop culture, and fun, innovative packaging have enabled Taste Beauty to form strong connections with its loyal consumers. Felicia the Flamingo made Beauty Packaging's list of Top Innovative Packages for 2017.
To capitalize on this momentum and their “secret sauce” to make products go viral, Taste Beauty is investing in a new platform to expand partnerships and innovation across all segments of its business.
The new structure will segment the Taste Beauty business into three silos, which it defines as:
Taste Beauty: A leading beauty brand for Gen Z – inspired by pop culture, incredible flavors and products you can't resist sharing on social media.
Taste & Friends: Licensing partnerships with the world's most iconic, evergreen brands & characters to create unique, safe & high-quality beauty & personal care products for all retail channels. Current partners include Disney, Nickelodeon, Universal, General Mills, Pepsi & many more.
Taste Labs: Brand & product development incubator. Taste Labs builds brands, launches new innovative products and orchestrates exclusive collaborations with retailers, media companies and lifestyle brands to bring big ideas to life.
"We believe this structure will allow us to be an even more nimble, flexible & creative resource for the marketplace," said Alex Fogelson, Taste Beauty's managing partner. He added, "This new model comes [on the] heels of closely listening to our customers and partners, and their needs in the rapidly evolving retail and media landscape."