About The Beauty Mind
Beauty is good at making us want more. I’m interested in what would make it better.
The Beauty Mind is an independent publication exploring how we build, market and choose beauty brands with more purpose, responsibility and thought.
Written by Mel Jenkinson, founder of 0→1 Beauty Brand Consultancy Elixir Brands.
Beyond the product
I love beauty. I love the products, the packaging, the creativity and the worlds brands create. But appreciating those things doesn’t mean accepting that we always need more of them.
In The Beauty Mind, I explore the tension between creating desire and encouraging considered choices.
- What makes a brand worth building?
- Why do certain brands draw us in?
- How can a business offer something meaningful without simply adding to the noise?
What you’ll find here
- Opinion-led essays on purpose, responsibility and the expectations we place on beauty brands.
- Brand breakdowns exploring positioning, storytelling and creative decisions.
- Consumer psychology: why we want what we want, and how marketing shapes our choices.
- Considered discoveries: brands, products and details I love
This isn’t about perfect brands or perfect purchases. It’s about looking more closely, questioning assumptions and making more thoughtful decisions.
Who’s behind it?
I’m Mel, a beauty brand strategist and founder of Elixir Brands, with a background in beauty, digital marketing and ecommerce.
The Beauty Mind brings together my professional experience, personal curiosity and love of the category. I write as both someone interested in how brands are built and someone who enjoys buying and using beauty.
You’ll find my opinions here, alongside research and examples. I aim to distinguish what a brand has demonstrated, what it claims and how I interpret it, and to be clear about what I don’t know.