Until fairly recently, many ‘armchair entrepreneurs’ — despite the success of their inventions — were regarded with a touch of humour and humility…Until, that is, Innocent, Dyson and Method to name just a few gained the creative and commercial recognition for their brand innovations.

In a climate moving rapidly towards limited consumption and people only buying what they really need, it might seem unorthodox and risky for brands to deliberately focus on a smaller portion of the market. But, we believe that there is the opportunity for forward-thinking beauty and personal care brands — in a market traditionally founded on choice rather than necessity — to use this new approach to their advantage.