It’s important for all brands to be honest – transparency is a basic expectation – however there is a difference between honesty and authenticity.

We are used to seeing brands prioritise promoting a perfect, idealised version of themselves. We see this consistently throughout the largest most succesful brands in the world. Challenger brands however can win by doing the opposite. When we observe brands like Fenty Beauty and others in the beauty sector, we see how challenging industry norms and stereotypes strike a chord with consumers and catapult new challengers into mass success.