The news that REN will cease trading by the end of 2025 is a sobering moment for the beauty industry. As a pioneer in clean and sustainable skincare 25 years ago, REN set early benchmarks for non-toxic formulations and eco-conscious packaging, long before these became industry trends and then norms.

Future-Proofing Your Brand

The current market landscape has become saturated with the number of brands touting "clean" credentials, making it challenging for brands like REN to maintain distinctiveness. "Clean" is no longer a point of difference, as we saw with the decline of The Body Shop.

When brands are acquired by large conglomerates, there can be a disconnect between the brand's original ethos and the parent company's broader objectives, which can lead more conscious consumers to question the authenticity of the brand's commitments.

Unilever has undergone significant leadership changes recently and also scaled back several of its environmental and social pledges, which only highlights a further disconnect between REN's brand values, which customers are savvy to.

Layer in broader economic pressures,and consumers often gravitate towards either affordable, value-driven products or premium brands perceived as offering superior quality or prestige. Mid-priced brands like REN struggle to maintain market share.

REN's closure demonstrates the complexities of sustaining a brand's original mission within the framework of a large corporation, especially in a rapidly evolving market. It serves as a reminder of the importance of authenticity, adaptability, and clear brand positioning in resonating with today's consumers. I shared my insights alongside other industry thought leaders HERE.

Five lessons for you to take away:

1. Evolve your purpose as the market evolves

REN set the benchmark for clean and sustainable skincare. But when your founding values become industry standard, you have to push the next boundary, staying still isn't an option.

2. Consistency and visibility matter

Brands that fade into the background lose relevance. When you stop showing up and speaking clearly to your audience, you leave space for others to step in.

3. Being first doesn’t mean you’ll stay on top

Leading a movement is powerful, but staying at the front requires reinvention. The clean beauty category is now crowded, and consumers need to understand why you're still the go-to.

4. The squeezed middle is real

More consumers are opting for either budget-friendly essentials or premium luxury. Mid-priced brands are under pressure when there are economic pressures, value must be clear and compelling.

5. Storytelling and community drives connection

Products alone aren’t enough. Brands need to build an emotional connection through authentic stories, clear values, and community. When the story fades, so does loyalty.

Wondering What To Do Next?

If you're wondering how your brand can stand out and stay relevant, I can help you future-proof your business. I offer talks, workshops, and longer-term mentoring tailored to beauty, wellness and retail brands. Let’s chat, whether it’s a team session, away day or industry event.

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