In an ever-evolving industry landscape, personal care and cosmetics manufacturers, suppliers, and B2C brands are increasingly focused on meeting or exceeding the needs of underserved demographics. For example, according to Grand View Research, the global anti-aging market was valued at approximately $67.2 billion in 2022 and is expected to reach $120.4 billion by 2030, driven by increasing consumer demand for targeted skin care solutions, particularly among women over 50.
Nakery Beauty, founded by licensed esthetician and industry veteran Liz Folce, has positioned itself to address this growing market gap in skin and body care. With experience at leading beauty companies such as Estée Lauder, Folce identified a lack of targeted solutions for midlife skin care concerns and established Nakery Beauty to develop clinically tested, results-oriented products tailored to this segment.
Product development and research focus
Nakery Beauty has emphasized a customer-driven approach in its product development process, leveraging consumer insights to formulate solutions for specific skin care concerns. For example, after speaking with a customer “having issues with odor, itching, and dryness and not getting a solution from their doctor,” Folce told CosmeticsDesign, “I created a product to address all of these issues, and got it clinically tested and gynecologist tested to make sure it solved all of her discomfort.”
Using consumer insights to shape new developments, “the customer influences every product that we make; it’s never my idea,” she said. Nakery Beauty utilizes focus groups and listen to their concerns for every product. “We’re always listening!” said Folce.
In addition to its consumer-centric approach to product R&D, the brand also integrates rigorous research and testing protocols into its formulations. “Our process is to always validate using clean ingredients and clinically testing every single product, even our lip treatments,” said Folce. 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 product offerings undergo further extensive testing to validate performance and efficacy. “We run clinicals on every product to ensure they deliver what we are saying the products will do, and if they don’t check all of the boxes, we don’t launch them,” Folce explained.
Innovation in ingredient selection and formulation
Ingredient selection also plays a crucial role in Nakery Beauty’s formulation process. For example, according to Folce, the brand prioritizes functional ingredients over trending ones. “Trending ingredients don’t necessarily mean innovative; it’s just a play on usually a very common ingredient,” she said. Instead, she explained, “we look for more innovative ingredients vs. trendy ingredients” with “data-backed validation to ensure that formulations provide tangible benefits.”
One particular challenge in formulating the brand’s most recent launch concerned glycerin, which “was a big challenge in developing our intimate line, as every brand on the market uses this,” said Folce. “What we have learned,” she explained, “is glycerin on the face is great but not on the intimate area” because it “can cause all sorts of issues, even though it’s a buzzword in beauty.”
This attention to detail reflects Nakery Beauty’s commitment to addressing specific consumer needs with tailored solutions.
Sustainability, transparency, and technology initiatives
Nakery Beauty integrates advanced technology to enhance product efficacy, including “skin graphs to look deeper into the skin vs. just the surface,” as well as “3D technology to see what’s happening beneath the skin,” Folce noted.
Sustainability and ingredient transparency are also key priorities for the brand and are important facets of the development process. “We always validate the sustainability of each ingredient, ensuring the way they were made and sourced,” said Folce.
Further, she added, “The more transparent we all are, the more it should influence the future of how products evolve,” and “it starts with being honest about what we are using in all of our products.”
Future developments
Nakery Beauty continues to expand its portfolio with targeted treatments, including the recently launched SkinRecovery Relax + Repair Body Balm with Magnesium + Melatonin, SkinRecovery Ultra-Strength Pain Therapy Cream, and the newly reformulated Skip the Line Advanced Wrinkle Eraser. These products are formulated to support evolving skin care and wellness needs for the middle-aged consumer demographic.
The brand’s future launches include additional innovations designed to address both aesthetic and wellness concerns. “In the pipeline, we have something that will not only affect how you look, but also how you feel!” Folce teased. As the company continues to scale, its consumer-driven research and commitment to efficacy position it as a brand to watch in the evolving personal care market for mid-aged beauty consumers.
