Key Insights:In the oversaturated beauty and wellness market, it can be difficult for new brands to gain consumer attention. “[Rihanna’s] Fenty Beauty was known for colour cosmetics until they most recently launched skin care,” says Rao. “What dermatologists or aestheticians have done for skin care, we need that in wellness,” says Rao. According to Rao, brands like E.l.f and Milani have been able to address that demand. “Profitability is going to come into play much more… that’s across the businesses out there in consumer goods,” says Rao.