What do Americans want from a ‘beauty basic’?
20 Apr 2020
What do Americans want from a ‘beauty basic’?

People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?

Navaz Batliwalla

Navaz Batliwalla is a freelance brand editor, creative consultant, and author of The New Garconne: How to be a Modern Gentlewoman. She is also the founder of fashion culture blog Disneyrollergirl.net and co-founder of boutique beauty brand consultancy The Beauty Conversation.

JP Thurlow

JP Thurlow is a partner at independent investment company The Craftory. He previously worked in advertising and marketing as an award-winning creative director across global beauty, fashion, and luxury brands including Gucci, Rolex, Unilever Beauty, and P&G Fine Fragrances and Haircare.

Stevie Mackenzie-Smith

Stevie MacKenzie-Smith is a writer covering culture, trends, and fashion, and co-hosts Layers, a podcast about how we dress. She has written for Kinfolk, Dazed, AnOther, Vice, and Port Magazine, as well as writing branded copy for Givenchy, Unilever, and Net-A-Porter. Prior to going freelance, she was a copywriter at R/GA London.