A flurry of investments and acquisitions position tattoos as the next big beauty category

Tattoos are rapidly turning into the beauty trade’s next frontier of innovation and adoption.
Since mid-2021, tattooing has attracted investor and strategic acquirer consideration. In July 2021, a semi-permanent tattoo model referred to as Ephemeral raised $20 million in funding 4 months after launch. It presents a proprietary tattoo ink the physique metabolizes, with tattoos disappearing in a few yr. Then, on January 19, Bic, a producer of disposable client merchandise together with lighters, razors and pens, acquired Inkbox, one other semi-permanent tattoo model. And in February, a skin-care model for tattoo upkeep referred to as Mad Rabbit inked a $4 million seed spherical.

Like wellness, the beauty trade has a knack for co-opting classes and beautifying them right into a enterprise proposition. Such is the case with tattoos. In many respects, it is smart, provided that some semi-permanent tattooing like microblading and lip blushing are beauty providers. And tattooing itself is commonly regarded as an artwork type, with artists like Kat Von D most famously making a namesake beauty model that has since relaunched as KVD Beauty.
“We’ve [started to enter] into studios focusing on everlasting make-up. That’s turning into an more and more essential half of our enterprise and the viewers we’re catering to,” stated Oliver Zak, co-founder of Mad Rabbit. Mad Rabbit presents day by day physique lotion, sunscreen and physique wash, amongst different merchandise, with the premise of preserving the shade and bettering the several-week therapeutic course of following a recent tat.
Mad Rabbit and others are tapping into the rising section. For instance, Yelp’s 2022 beauty development forecast report discovered that searches for lip blushing elevated by 130% year-over-year between Jan. 2021 and Oct. 2021. According to a 2015 Harris Poll, extra and extra Americans are getting tattoos, with 29% having no less than one at the time. For millennials, 47% have one, in comparison with over 36% of Gen Xers. What was as soon as thought-about a physique modification solely widespread amongst the beforehand incarcerated, motorcyclists and handbook laborers is now extra fluid amongst folks from all walks of life and is shedding its stigma. A 2018 research revealed by researchers at the University of Miami and the University of Western Australia Business School noticed no statistical distinction in earnings or employment stage amongst the U.S. contributors with and with out tattoos who had been surveyed.
“Consumers right this moment crave newness, need inventive freedom and embody authenticity,” Gonzalve Bich, CEO of Bic, stated in a press launch relating to the Inkbox acquisition. “Inkbox’s momentary tattoos and markers empower people to be their regularly evolving, fluid selves. The acquisition… [brings] extra modern and high-quality instruments to people who usually are not afraid to showcase who they honestly are.”
The $65 million Inkbox buy broadens Bic’s pores and skin inventive portfolio, which already contains the momentary tattoo marker model PhysiqueMark by Bic. Inkbox’s semi-permanent tattoos are skin-safe, simple to use and last as long as two weeks. Individuals can create customized designs or select from 10,000 artist-designed tattoos. Inkbox was based in 2015 by brothers Tyler and Braden Handley.
Mad Rabbit launched with $600 invested between its co-founders Oliver Zak and Selom Agbitor and bootstrapped till they had been solid on “Shark Tank,” the place Mark Cuban ended up investing $500,000 into the model for 12% fairness. Cuban has additional invested in subsequent fundraising rounds, together with the most up-to-date seed spherical. The funding goes towards promoting, content material creation and hiring senior management like Erin Murray, svp of advertising. Mad Rabbit expects to extend gross sales by 300% in 2022, not together with any potential retail partnerships, stated Murray. Mad Rabbit’s core prospects are nearly equally males and girls and between 25- and 45-years-old, with 80% of prospects having between one and 5 tattoos, stated Murray.
She additionally stated the breadth of individuals who have tattoos means it’s a numerous and inclusive tradition, which intersects properly with right this moment’s beauty conversations round inclusive communities and way of life branding.
“We need to plug and play into [the body care] areas of day by day skincare utilizing tattoos [as] the entry level into our model,” stated Zak.


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