Is Colourpop Still Poppin'?

With the expansion of social media and the prominence of "Instagram Brands" such as FashionNova, Missguided, and even Flat Tummy Tea, it often becomes incredibly difficult to remain on top in the ever-changing fashion and beauty industries. One of the brands often seen as a creator of this trend, is the beauty brand Colourpop. Colourpop is one of the first major companies that completely rose to prominence with the use of influencers and their followings on social media platforms.

Created by Laura and John Nelson in 2014, now produced under the umbrella of Seed Beauty, the brand became a fixture in the industry with its wide range of affordable matte liquid lipsticks. These lipsticks were sent out to many social media influencers especially Youtubers as a means of being a direct to consumer product. Though influencers, the people reviewing the products are seen as everyday human beings especially by their viewers and fan bases that in many instances have experienced virtual and tangible interactions with them. The initial reviews of the lipsticks were fantastic press for the brand as much acclaim was given to the pigments and overall matte formula. Colourpop was originally simply provided on an e-commerce platform as it could only be accessed via Colourpop.com until 2017 when it became available for purchase in Sephora and Ulta Beauty, two of the industry's largest beauty retailers.

Since their brand launch in 2014, many brands such as Kylie Cosmetics (also produced under Seed Beauty), NYX, Anastasia Beverly Hills, Tarte Cosmetics, and even Benefit Cosmetics began to follow the wave of including influencers into the growth of their brands especially the promotion of new releases, product categories, and events. With the new prevalence of this strategy being incorporated into the marketing process of many, the range of videos based solely on Colourpop products has decreased tremendously. Now with the brand expanding into one in which produces a full line of beauty products for the eyes, lips, and face including that of application tools, their strategic competitive advantage of effective affordability is often being overshadowed by innovative exclusivity.

Colourpop has produced many limited collaborations with other brands, celebrities, and influencers including Kathleen Lights (Youtuber), Karruche Tran (Actress/Socialite), and even My Little Pony (Children's toy) to incorporate that exclusivity into its marketing strategy. Though it seems that often times instead of simply being reviewed these items are often compared to the likes of their competitors. This to me, seems to be counteractive just simply due to the fact that if negatively reviewed alone, its a product that's simply not being purchased, but consumers remain loyal to the brand. But, when compared to something else, if failing in comparison, can often not only reduce sales, but send that consumer directly to the home and pockets of a competitor.

As someone that values affordability more than effectiveness at times, I still use Colourpop products on a daily basis. I've recognized their matte lip formulas end up cracking, their gloss is not long lasting, and the blendability of the shadows and highlighters is often an inconvenience, but for six dollars, (a McDonald's meal costs more, seriously) this is something that I am honestly willing to overlook. Going forward they MUST improve formulas, their marketing strategy, and overall consumer reach, to remain a fixture in the beauty industry.

Personally, I still think Colourpop is still "Poppin Right Now Like.." *Hennessy Carolina voice*

Scroll down to see the Colourpop products that I use in my everyday makeup routine!

Also comment your thoughts below, do you think Colourpop is still poppin?