Younique—back on its own after being part of beauty giant Coty since 2017—has rebranded its website and social media channels. The changes, unveiled on July 28, were designed to further the beauty brand’s passion and purpose to enhance the unique power, spirit and beauty of all women, one woman at a time, according to company officials.

The refresh comes post-pandemic and nearly two years after Younique detached from Coty. It also coincided with the company’s Younique Americas Convention that was held in Phoenix, AZ July 28-30, 2022.

Cutting Ties with Coty

Coty acquired its 60% stake in the ecommerce beauty brand in 2017. The deal was valued at $600 million. Younique’s founders continued to own the remaining share.

At the time of the deal, Coty said the Lehi UT-based social seller would operate as a separate business within its consumer beauty division. Younique Co-Founder and CEO Derek Maxfield and Co-Founder and Chief Visionary Officer Melanie Huscroft remained in their roles with the brand.

However, in August 2019, Younique and Coty announced a “mutual decision to terminate their partnership.”  

Coty sold its controlling stake to Younique’s founders. Conditions of the termination were not made public.

Maxfield said the decision to part ways stemmed from the “different nature of the companies’ business models and the need for a strong and specific focus to successfully improve fundamentals.”

New Social Outlook

Updating the brand had been part of conversation with Younique’s stakeholders for a while, but the actual brand refresh started taking place in late 2020, according to Nina Tekwani, vice president of brand marketing for the company, which supports women globally by donating 100% of net profits to help causes around the world.

Happi caught up with Tekwani as the rebranded social channels and website were set to launch. She shared details about the new website and social presence as well as details on the company’s newest innovations, including topical and ingestible products.

HAPPI: How is the website different?

Tekwani: Throughout the years, Younique has evolved so much as a company and brand. With an expanded range of innovative products that appeal to more people, and a deeper focus on inclusion and cause-related initiatives, the purpose of these rebranded channels is to further the company’s passion and purpose to enhance the unique power, spirit, and beauty of all women.

Some changes include a fresher, more revamped brand design (imagery, photography, style), updated brand marks, and an overall shift in positioning that aligns better with the company’s goals and brand values. It’s our hope that with this rebrand, every Younique individual will experience the joy of helping solve issues, increase opportunities, and build communities that lift women on a world-wide scale, one woman at a time.

HAPPI: What’s going on with the changes in your social media channels? What will followers see?

Tekwani: Younique’s social media channels will also reflect this fresher and more revamped brand design and will have a greater focus on our core values. Changes that followers will see include a focus on Younique’s high performing, award-winning products, imagery that reflects the joy of beauty and self-expression, a greater emphasis on our charitable arm and how proud we are to be giving back to the community, and an expression of the dual nature of the relationship between our products and business opportunity.

Younique was created with the dream of helping women lift and empower other women from all walks of life, and in doing so, donates 10% of profits from the sales of its products to Saprea, a nonprofit dedicated to supporting survivors of childhood sexual assault.

HAPPI: How do the above changes underscore where the brand is today?

Tekwani: These changes represent our vision of encouraging a world where women of all ages feel beautiful, smart, and confident through all our company channels, initiatives, and products. Through our focus on globalization and innovation, we hope that our mission will transcend borders, cultures, and languages and ultimately affect the mainstream perception of both inner and outer beauty.

HAPPI: What are some of the brand’s newest products?

Tekwani: Some of Younique’s newest products include You•Ology 7-day vitamin C treatment which uses innovative freeze-dry technology to give skin brighter, smoother and younger-looking skin, Younique Daily•You liquid collagen shots that have micro absorption properties that break down collagen into potent, easily dissolvable peptides you can take on the go, and the just newly launched You•Ology Refreshing Biocellulose Mask, a spa-like product that gives you softer, more hydrated-feeling skin in just 15 minutes.