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The Rise and Fall of Futurewise's Slugging Trend
In March 2025, the skincare world witnessed the closure of Futurewise, a brand co-founded by Julie Schott and Brian Bordainick, which focused on the currently trending practice known as slugging. This technique, which involves sealing the skin with occlusive products like petroleum jelly, captured considerable attention across social media platforms, especially on TikTok, during its peak. Despite significant buzz and a creative marketing strategy, Futurewise could not sustain its momentum against larger competitors such as Vaseline and Aquaphor, leading to a significant decision to dissolve the brand.
A Brief History of Slugging
Slugging is not a new concept. The practice of applying occlusives to the skin to lock in moisture has roots that trace back to the 15th century, with Native Americans using petroleum jelly for cosmetic purposes. Although slugging has gained mainstream traction in recent years due to the rise of K-beauty trends, its popularity remains significantly influenced by the legacy of products that have been trusted for generations.
Why Futurewise Failed to Thrive
Futurewise's marketed offerings, including their three-product system priced between $22 and $24, aimed to provide a trendy yet more luxurious take on slugging. However, industry experts suggest this business model was unsustainable. An anonymous source stated that the brand's unique sell was insufficient when the slugging concept itself largely revolves around readily available, inexpensive products like Aquaphor or Vaseline. Moreover, despite its playful packaging and broad retail reach, the emotional connection that made Starface a darling of the skincare community was absent in Futurewise’s strategy.
Consumer Connection: The Key to Success
Kirsten Ludwig, a brand consultancy co-founder, pointed out that while Starface made acne treatment enjoyable and relatable, Futurewise failed to forge similar bonds with consumers. "Futurewise’s messaging didn’t resonate as deeply, resulting in a lack of brand loyalty," she remarked. For skincare companies, establishing an emotional connection is just as crucial as the quality of the products offered.
Lessons for Future Skincare Brands
The swift closure of Futurewise serves as a powerful lesson for emerging beauty brands. It underscores the importance of adaptability in rapidly evolving markets. Trends can rise and fall in a matter of weeks, and establishing a brand based solely on a fleeting trend can pose significant risks. Brands looking to enter into saturated spaces like skincare should consider how they can differentiate themselves while creating a lasting emotional connection with their audience.
What Lies Ahead for Consumers and Brands
Looking to the future, we may see brands pivoting their strategies towards sustainability and longer-lasting product efficacy instead of quick profit from trending concepts. Conscious consumers are increasingly keen on understanding the ingredients and ethical practices behind the products they use. As we move forward, skincare brands that prioritize genuine connections with their consumers and align their offerings with credible sustainability practices are likely to thrive much more sustainably than those that rely on transient beauty trends.
The rise and fall of Futurewise reminds us that successful skincare brands must not only capitalize on trends but also be prepared to evolve their offerings in meaningful ways. For consumers, it highlights the importance of supporting brands that prioritize integrity and authenticity.
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