By Lauren Luke

The beauty category seemed to be caught in a cycle of increasing self-importance and brands attempting to “out-innovate” each other, leaving women disconnected and, often, feeling worse about themselves.

By Lauren Luke

Anomaly, New York

HOW IT ALL BEGAN

As an agency, we've done a lot of strategic innovations, market research, and branding work within the beauty and cosmetics space for our clients. From that first-hand experience, we recognized that the category seemed to be caught in a vicious cycle of increasing self-importance. They all were attempting to “out-innovate” one another, which at best left many women feeling confused and disconnected with many of the brands they used. At worst, the industry left these women feeling just a little worse about themselves.

We felt very strongly that there was...

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