Product Development 101

Unveil the world of NPD to deeply understand its purpose and function within a brand, as well as the unique skills required of product developers. NPD could be the magic touch you’re missing.

What is NPD?

NPD, or New Product Development, can be considered the glue between an idea and a tangible product. When innovating in beauty, most crucial is consideration of the entire business ecosystem. Within a brand's intricate web of marketing, supply chain logistics, legal, packaging and creative direction, one crucial function ties every element together to deliver a compelling, effective product that is both functional and aesthetically appealing. The magic of NPD lies in its ability to capture trends, provide a sense of luxury, and—most importantly—transform skin through the fusion of a powerful formula, luxe package and compelling concept.

How Does NPD Fit Within a Brand?

Within a corporate structure, product development typically falls under one of two key umbrellas: Research & Development (R&D) or Marketing. Regardless of where it sits, the role of an NPD lead is critical, acting as the direct partner to a formulating chemist and a team of technical and scientific experts. Together, they define the ingredient story and product format, ensuring that every new creation aligns with the brand’s overarching goals.

Collaboration is at the heart of successful product development. A product’s efficacy and safety are validated through rigorous testing, executed by R&D and carefully managed by an NPD lead, who translates scientific successes into compelling brand narratives. This process ensures that each launch not only meets regulatory and safety standards, but also resonates with consumers on a deeper level. 

Outside of R&D, NPD teams work closely with a brand’s strategic and creative departments to shape the product’s identity. Often, an R&D partner may lack the proximity to a brand or its marketing-driven vocabulary, while a marketing or creative team lacks the technical expertise. Product developers harness both skills, while coordinating with both scientific and creative sides of a brand. 

When Does a Brand Need NPD?

Product Development is an essential function for any beauty brand, regardless of its category – be it skincare, body care, haircare, makeup or fragrance. The role of NPD varies depending on the stage and scale of the company.

For emerging brands, NPD might be a fractional role – creating a foundational framework and stepping in at key moments to create and refine a core lineup of products. Because early-stage brands typically launch with a smaller, more curated selection, each product must embody the brand’s full potential. In these cases, every detail, formula to packaging, must be meticulously designed to make a strong first impression.

For established brands, NPD becomes a continuous engine of innovation, driving growth through an ever-growing product portfolio. Here, product developers are tasked with ensuring that the brand remains relevant and competitive in a fast-paced industry by anticipating trends, identifying competitive opportunities and creating exciting newness. Fractional NPD partners bring an established brand agility, flexibility and the ability to accelerate development at the pace of beauty’s fast-paced market. 

Who Becomes a Product Developer?

Product developers are highly specialized professionals in the beauty industry, often possessing backgrounds in chemistry, cosmetic formulations or engineering. Many transition into the role from complementary fields within a beauty brand like marketing, regulatory affairs, or packaging development.

Successful product developers possess experience and understanding of formulation principles, ingredient knowledge and an ability to fine-tune product textures. In color cosmetics, the art of shade matching requires a careful eye and knowledge of how pigments combine. This artistic eye captures a benchmark shade, but also carries the intuition of what shades will compliment skin in real life. Technical knowledge is essential for manufacturing oversight where product developers act as a brand’s on-site representatives, working alongside chemists and compounders to ensure that formulations scale-up seamlessly from small lab batches to full production.

Beyond the technical skill set, product developers must have a deep passion for beauty, a sharp eye for innovation, and the ability to balance creativity with scientific precision. Most importantly, a love for collaboration and an agile, fast-moving career are at the heart of every NPD lead.