In a Saturated and Highly Competitive Market, Authenticity Is the Real Equity

Today's beauty industry has never been more dynamic. Consumer expectations shift faster than ever, shaped by technology, generational change, and the pursuit of authenticity. In this microclimate of microtrends and mega-disruption, brands that win are those that stay true to who they are, while staying close to who the consumer is becoming. 

For Mariann Noureddine, a seasoned commercial leader and brand strategist, success begins with a simple yet essential principle: serving the consumer in the best way possible. Whether developing a new brand or transforming a retail organisation, she believes agility and consumer empathy must guide every decision.

Staying Close to the Consumer

At the heart of Noureddine’s approach lies the ability to listen.

“A successful commercial organisation needs to be close to the consumer,” she explains. “That means listening to signals in real time and acting quickly to respond.”

She describes two critical dimensions of organisational success: how fast a company detects shifts in consumer behaviour and how effectively it executes in response. From product mix and pricing to delivery and service, every touchpoint must align with evolving expectations.

“The challenge,” Noureddine adds, “is that consumer behaviour is constantly changing. New values, new technologies, and new ways of experiencing products all demand constant adaptation.”

This responsiveness requires a structure that balances long-term vision with short-term flexibility, a commercial model that can pivot as trends emerge while staying true to its core brand identity.

Why great products aren’t enough in today’s beauty market

Drawing on her experience managing brand portfolios, Noureddine stresses that success lies in treating every brand as independent and distinctive. “Each brand must have its own narrative, tone of voice, and visual identity. It should never rely solely on the name of the retailer,” she says.

That separation of identity is key to authenticity, which she calls “super hard to earn and even harder to maintain.” In an increasingly crowded beauty market with short attention spans, authenticity becomes a form of equity. Brands can achieve it through heritage, founder storytelling, or genuine innovation, but consistency is essential.

“Nothing beats a really good product,” she says. “But together with product excellence, brand consistency is what drives long-term success.”

She warns of the risks of overstretching: expanding too fast or diversifying too widely in search of growth can dilute a brand’s essence. “It’s about how far you can go and how fast you can go. Some brands lose their target consumer by trying to capture too much too soon.”

FLORA DANICA Parfums: The First Premium Nordic Fragrance Inspired by a True Story

For Noureddine, authenticity comes to life through the brands she helps shape, none more emblematic than FLORA DANICA Parfums.

Inspired by Flora Danica, the world’s largest 18th-century botanical encyclopedia, the brand reinterprets Nordic heritage through the lens of modern fragrance craftsmanship.

“How do you take something so historical and make it resonate today?” she asks. “For us, it was about translating authenticity and history into a sensory experience that people could feel.”

The result was a brand that captured both creative and scientific imagination, attracting perfumers, designers, and opinion leaders alike. Its strength lay in storytelling rooted in authenticity and equity rather than fast trend.

“This project was about bringing heritage alive. That authenticity drew people in, it wasn’t just another influencer brand,” she reflects.

Lessons in Collaboration and Creativity

Looking back, Noureddine describes the development of FLORA DANICA as “like building a thousand-piece puzzle,” a process that taught her what building a brand from scratch truly requires: patience, collaboration, and a willingness to work amid uncertainty. “It takes all kinds of people with different talents to make something extraordinary,” she says.

“You have to zoom in and out constantly, working on the details while keeping the big picture in view.”

Collaboration, both internal and external, proved to be the defining factor. “One relationship is not more important than another. Supplier relations, design partners, social media agencies, they all matter equally,” she explains. This holistic approach, she believes, is what enables beauty brands to innovate effectively while maintaining integrity. “Sometimes we get caught in our own bubble, focused on short-term goals. But being open to external voices, experts, creators, and consumers, keeps us grounded in reality.” “Authenticity and collaboration aren’t opposites,” she says. “Together, they’re what keep brands relevant in a changing world.”

About Mariann Noureddine

Mariann Noureddine is a Commercial Leader and Brand Strategist known for her work developing and managing multi-brand portfolios within the Nordic beauty industry. With a background spanning brand creation, retail transformation, and cross-functional leadership, she focuses on building authentic, consumer-centric beauty brands that thrive in fast-evolving markets.