COMMENTARY | Lipstick, logistics and leveraging innovation

MANILA, Philippines — Lipstick lovers like me have a lot to be happy about in 2024. With so many local beauty product launches and global brands coming into the market, we’re definitely given a lot of choices! They offer different formulations with all kinds of benefits and a wide range of shades to suit every customer’s preferences. 

With so many options, it’s never been easier to grab my favorites when I need them. All it takes is a simple trip to a store, or adding them to my online shopping cart. 

While it’s true that the booming lipstick and beauty market in general is great for consumers, it takes a lot of heavy lifting behind the scenes to keep it running efficiently. 

There’s a constant tug of war between supply and demand. The beauty market in today’s landscape thrives on trends. In the last 10 years, we’ve seen so many movements come and go. From ultra-matte lip kits to juicy and glossy looks, bold contouring, all the way down to the “clean girl aesthetic” and the “mob wife,” there’s always a new trend that’s just waiting to blow up across a larger audience.

To capitalize on those trends, beauty and skincare companies enlist influencers to promote what’s new. Demand can so easily be induced through effective marketing—and products are only as viable as their availability and accessibility to consumers. 

For businesses in the beauty space, it’s not enough to simply stay ahead of any emerging trends. Especially in such a competitive industry, brands must also have the right logistics partners who can help ensure products are in stock across different distribution channels and ready for purchase while the interest is high. 

With how fast the beauty space moves, handling products to the point of the sale requires punctual and reliable transportation, storage and distribution.

To meet the evolving logistics needs of businesses of various sizes, our latest solution Ninja Restock is a business-to-business (B2B) logistics service we designed to improve the supply chain operations of small- and medium-sized enterprises (SMEs).

The solution has been optimized for businesses that require either full truckload (FTL) or less than truckload (LTL) shipping—making