Personal-Care Brands Are Evolving From Commoditized to Cool

The personal-care category is evolving from consisting of commoditized utility products purchased mainly on the basis of price to a diverse segment with a wide array of sophisticated, specialized offerings for many different, specific consumer groups. Loey Lane of body-positive body-care line Love AnyBody, Aaron Paas of Wildist and Lauren Steinberg of Queen V are all new founders in the personal-care arena. Each brand, from stretch mark creams and chafe ointments to natural deodorants and toothpaste to vagina care, is innovating in the personal-care space, bringing new offerings to what was until very recently, a stale category monopolized by big CPG companies. Here, Lane, Paas and Steinberg speak to why they founded their brands. Loey Lane, influencer and founder, Love AnyBody Love AnyBody is a body-positive lifestyle brand founded by Lane through the incubator Brandable. It launched in Target in April, and has since expanded to Amazon. Products are inspired by Lane’s work as a body positive influencer, including a stretch mark serum, $10.99 and antichafe stick, $8.99. “Growing up in the middle of Georgia, I was fascinated by all things beauty and fashion, but I had never found anyone who looked like me to look up.” As an influencer, Lane once hid her true

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