Inside Allure Beauty Concepts’ Playbook For Where Beauty’s Heading Next
Allure Beauty Concepts is positioning itself at the forefront of beauty’s next wave.
From hybrid sunscreens that hydrate and protect to exosome-powered skincare, sensorial hair rituals and wellness-driven formats, the formulation, manufacturing and turnkey services company is helping brands deliver products that align with where consumer expectations are headed. With facilities in Hayward, Calif., and Scottsdale, Ariz., ABC blends advanced research and development capabilities with high-touch service, making it a go-to partner for beauty brands determined to stay ahead of the curve.
Sun protection is a prime example. Once viewed as a basic obligation, it’s now expected to multitask to offer barrier support, hydration and skin repair. “We were one of the early movers on taking SPF from being a simple sun protection solution to a multifunctional formula,” says Thomas Mooy, CEO of ABC. Debra Lin, the chief scientific officer who holds a doctorate in material sciences, adds, “SPF isn’t an obligation anymore. It has to be integrated into your routine, feel great and deliver real skin benefits.”
New formats like sticks, cushions and jelly textures with SPF are emerging as playful, inclusive ways to encourage everyday use across demographics. Wellness is another defining force. One recent project at ABC transformed a body formula designed for relaxation into a scalp treatment that fused skincare benefits with stress relief. “Customers who tested it couldn’t stop smelling it,” says Lin. “It was soothing and energizing at the same time. That was an aha moment in tying well-being directly to beauty.”
Next-gen actives are equally central to ABC’s roadmap. “Exosomes, while still undergoing clinical validation, are redefining how we think about channels in cellular communication within skincare,” explains Lin. “We’re tuning things like size, charge, and stability to make exosomes more robust and effective. And we’re already thinking beyond exosomes to what’s next in targeted actives.”
Haircare, meanwhile, is evolving into a wellness-driven ritual. ABC is exploring sensorial actives, plant polysaccharides for styling and even early research into activated water to supercharge shampoos and conditioners.
Where many contract manufacturers emphasize technical claims, ABC’s edge lies in its ability to translate trend insights into scalable product solutions. Its team of a dozen in-house research and development chemists draws from diverse fields spanning pharmaceuticals, biology and engineering. The company’s open-door approach invites brand partners into the lab and onto the production floor, fostering true collaboration. Global trendspotting informs its work: inspirations flow from South Korea’s texture innovations, Japan’s wellness culture, India’s botanicals and South America’s lifestyle shifts.
Technical rigor underpins ABC’s trend-driven approach. The company maintains full control over quality and testing, and regulatory foresight is embedded into every project. “We keep our clients firmly within the regulatory framework globally,” emphasizes Mooy. “When new sunscreen filters are approved, we want our partners ready to go to market immediately.”
Operational agility is another advantage. The company has diversified raw material sourcing to navigate tariffs and supply chain disruption, built safety stock and invested in regulatory software that ensures formulations meet country-specific and retailer-specific requirements. For emerging brands, Allure lowers barriers to entry with minimum order quantities starting at 5,000 units, helping startups test, learn and scale without prohibitive upfront commitments.
For Lin, the advice to young brands is simple: Know your identity. “You don’t need the exact product in mind, but you need to know who you are,” she says. “That way, the formulas we create with you feel authentic to your story and your customers.”
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