Introduction

Mented Cosmetics, founded in 2017 in New York, has established a new standard in the beauty industry with its UVP:

"Every woman should be able to find herself in the world of beauty. Mented Cosmetics helps everyone find their perfect shade in nude lipsticks."

Company Overview

Background: Venture-backed, Mented Cosmetics focuses on luxury beauty products that celebrate the beauty of diversity. The brand was created in response to the lack of inclusive beauty products for women of color.

Product Range: Initially famous for its range of nude lipsticks, Mented has expanded to include eyeshadows, foundations, nail polish, and more, all focusing on neutral, nude colors.

Key Aspects of Mented's UVP

1. Target Audience: "Every woman," with a special focus on those who have struggled to find beauty products that cater to their skin tone, particularly women of color.

2. Problem Addressed: The beauty industry's traditional overlook of the diverse needs of women of color. Mented addresses this by offering an inclusive range of shades.

3. Unique Solution: An extensive range of cosmetics designed for all skin tones, emphasizing celebrating and catering to diversity.

4. Market Differentiation: Mented differentiates itself by focusing on inclusivity and diversity, gaining significant recognition within the beauty industry.

Impact and Contributions

1. Community Engagement: Mented not only caters to a diverse audience but also employs people of color, collaborates with manufacturers and warehouses run by them, and supports minority-focused charities.

2. Addressing Industry Gaps: Mented’s founders have highlighted the lack of natural, everyday beauty products for women of color, which their brand aims to fill.

3. Expansion and Product Development: The company continues to expand its product line, responding to customer needs and focusing on building a brand that feels like a home for women of color.

Conclusion

Mented Cosmetics' UVP and business approach stand as a powerful testament to the importance of inclusivity in the beauty industry. The company has successfully addressed the specific needs of women of color, filling a significant gap in the market.

Mented's commitment to challenging traditional beauty norms sets new standards for product offerings and marketing strategies in the beauty industry, emphasizing the celebration of diversity.

This strategic focus not only showcases their dedication to inclusivity but also positions Mented as a pioneering brand in the beauty sector.