Join Crowd DNA NYC director Hollie Jones and Dr Bridget Dalton from our Crowd Signs team for a session exploring the future of the beauty category - and how we research it - including a panel discussion with KIN contributors...


September 30, 9am PDT, 12pm EDT, 17pm GMT– sign up

(Access via Demio; 45 mins including Q&A)


Beauty has historically been dominated by prestige players defining standards for the masses. But, just as disruption has impacted on many other categories, it is now coming to beauty – with the rise of challenger brands, the need for greater diversity and a heartfelt ambition to culturally redefine the very idea of what beauty even is.

We also recognize there is a role for a business like Crowd DNA in this drive for change; including thinking about our own methods and practices. We are committed to challenging bias in our work and believe that expanding reach beyond the typical consumer is not only socially responsible, but strongly tied to improving brand and product performance.

The focus of this webinar will be the beauty category – a hotspot of cultural change – but we will also be thinking about the purpose and potential of research more broadly.

Combining trends and culture at scale analysis with input from our KIN network of creators and connectors, we invite you to join us in a conversation on how we can do better. Themes to include:

– Who do we talk to and why; what type of experts should the beauty category be listening to?

– What can we learn by reaching beyond the imagined typical (cis, slim, white) consumer and which areas of culture do we dig into?

– How do we analyze trends and what do we do with that insight; how can we meet both ethical and commercial goals?

We recommend this session for those working in beauty and adjacent categories – but also those looking for ideas on how to use research more ethically in categories further afield.

We hope you can make it!


September 30, 9am PDT, 12pm EDT, 17pm GMT– sign up 

(Access via Demio; 45 mins including Q&A)


Confirmed KIN contributors:

Cassandra Harner (left): Cleveland-based artist and drag queen; offers a view on how body positivity is changing the beauty industry, including greater representation in all areas – CIS men, queer, trans and nonbinary people.

Louisa Kinoshi (center): New York-based digital growth marketer who’s worked with Estée Lauder, Clinique and Bobbi Brown; co-founder of Black Girl Profit, addressing the economic disparities faced by black and female-owned beauty businesses; featured in Forbes’ African Entrepreneurs To Watch Out For.

Niki Igbaroola (right): London-based content strategist and writer with experience working for startup and scale up brands – understanding, and speaking to, their audiences in empathetic ways; currently working with a natural skincare brand on their go-to-market strategy.