Could Beauty Have A Bright Future On Spotify?


In our societies budding with diversity and culture, music is a powerful identity. As an example, sportswear brands continue to build strong connections with grime culture and its reflected music genre and artists. The beauty industry is yet to tap into the music industry on a level other than the influence of artists and bands themselves (perfume deals, makeup lines etc.).

Photo by Alice Moore on Unsplash

Earlier this week, music streaming service Spotify went public. Shares have fluctuated but safe to say it’s currently worth something in the $24+ billion ballpark. And yet, many articles have commented on Spotify’s inability to make a profit and whether it will last. I’ve been an avid Spotify user since the early invite-only days. It’s an interesting business to watch with 70 million paying customers and rising as of January 2018 (source: Statista). Alongside their focus on using machine learning to fuel music recommendations, create personal playlists and match tunes to your running speed, there is a space to connect with beauty.

Exploring an integrated eCommerce platform in a musically editorial style. Pat McGrath Labs was the first to show its potential selling makeup through Maggie Lindemann’s Spotify Artist page. The strength in imagery you can achieve through matching beauty brands with the right artists and musical genres plays into the existing link that consumers already make between the art of expression in beauty and music.

What we’re watching out for:

  • How Spotify can accelerate the awareness of more indie brands and artists through collaboration.

  • Spotify’s ability to attain beauty brand exclusives and limited editions purchasable through premium subscriptions only.

  • How Spotify’s ability to match users with new music will encourage them to explore new brands. A way of providing personalised advertising in an authentic and transparent way.

  • The use of multimedia such as exclusive music videos and interviews to reflect the link between both industries. For example, “backstage sessions” with the makeup artists of musicians or “behind the scenes” on creating the looks from music videos.

  • Spotify have actually put a lot of focus on the fitness industry. There are a variety of workout playlists from motivating you to lift those dumbbells to tunes that accompany your cool down and stretch. They recently retired their “Running Feature” on the mobile version which created a playlist matched to your BPM. However, they are likely to be working on upgraded features in this area such as syncing with fitness tracking devices. With the rise in athleisure beauty, the potential to connect music and beauty (from post-workout skincare to calming yoga focused scents) under this trend is a significant space to watch.

Sarirah Hamid