The beauty industry in 2019 witnessed remarkable innovation, sustainability shifts, and inclusivity milestones that reshaped how we approach skincare, makeup, and personal care. From heritage brands reinventing themselves to independent labels disrupting traditional formulas, this year offered consumers unprecedented choice and transparency. Understanding which brands led the charge helps you make informed decisions about the products you invest in and trust with your skin.
This comprehensive guide explores the beauty brands that defined 2019, examining what made them stand out in a crowded marketplace and how their offerings can enhance your personal care routine today.
The Rise of Clean Beauty Leaders
Clean beauty dominated conversations in 2019, with brands prioritizing ingredient transparency and formulations free from controversial chemicals. Drunk Elephant continued its meteoric rise, expanding its color cosmetics line while maintaining its commitment to biocompatible ingredients. The brand’s philosophy of eliminating the “Suspicious 6” ingredients resonated with consumers seeking effective products without compromise.
Beautycounter strengthened its position as a clean beauty advocate, launching its Countertime collection targeting visible signs of aging with bakuchiol and other plant-based alternatives to retinol. The brand’s advocacy work pushing for stronger cosmetics regulations distinguished it as more than just a product company.
Indie Beauty by Sephora spotlighted emerging clean brands like Youth to the People, whose superfood-packed skincare gained cult status. Their kale and green tea cleanser became an instant favorite for its ability to remove makeup while nourishing skin. These brands proved clean formulations could deliver professional-grade results without synthetic fragrances, parabens, or sulfates.
Luxury Skincare Innovation
Luxury beauty brands invested heavily in advanced skincare technology throughout 2019. La Mer reformulated several products to improve texture and absorption while maintaining their signature Miracle Broth. The brand’s focus on marine ingredients and meticulous production methods justified premium pricing for dedicated followers.
SK-II continued expanding globally, with its Pitera essence remaining a bestseller backed by fermentation science. The brand’s commitment to clinical testing and visible results appealed to consumers willing to invest in long-term skin health. Their limited edition artist collaborations also brought luxury skincare to younger demographics.
Estée Lauder’s Advanced Night Repair serum received updated packaging and technology, incorporating chronolux technology to support skin’s natural repair cycle. The brand’s heritage combined with cutting-edge research demonstrated how established names could remain relevant through continuous innovation rather than resting on legacy formulations.
Inclusive Makeup Revolution
Fenty Beauty’s impact continued reverberating through 2019 as other brands expanded shade ranges and marketing representation. The brand launched Fenty Skin in late 2019, applying its inclusivity philosophy to skincare. Rihanna’s vision challenged industry standards and proved diversity was both ethical and profitable.
Pat McGrath Labs elevated artistry-focused makeup with luxurious textures and pigments previously unavailable at any price point. The brand’s limited edition drops created excitement while permanent collections like Mothership eyeshadow palettes became treasured staples for makeup enthusiasts. Pat McGrath’s professional background brought editorial quality to consumer products.
Huda Beauty expanded beyond its famous false lashes into complexion products, with their foundation range offering extensive shade matches and undertone options. The brand’s social media engagement and tutorial content helped customers find their perfect match, combining inclusivity with education.
Korean Beauty Expansion
Korean beauty brands solidified their Western presence in 2019 through strategic partnerships and product innovation. Sulwhasoo brought traditional Korean herbal medicine principles to luxury skincare, with ginseng-infused products targeting mature skin concerns. The brand’s emphasis on time-honored ingredients backed by modern science appealed to consumers seeking alternatives to Western formulations.
COSRX continued gaining devotees with affordable, effective solutions for acne and sensitivity. Their snail mucin essence and pimple patches became staples in minimalist routines, proving K-beauty success wasn’t just about elaborate 10-step regimens but finding targeted treatments that work.
Laneige’s Water Sleeping Mask remained a gateway product introducing many to Korean skincare philosophy. The brand’s focus on hydration technology and comfortable textures made their products accessible entry points for K-beauty newcomers while satisfying experienced users.
Sustainable and Ethical Choices
Environmental consciousness shaped brand development throughout 2019. Lush maintained its position as an eco-warrior with package-free products, ethical sourcing, and transparent supply chains. Their naked product line eliminated unnecessary packaging while concentrating active ingredients.
RMS Beauty grew its following among clean beauty advocates with organic, food-grade ingredients in minimalist packaging. Founder Rose-Marie Swift’s background as a professional makeup artist ensured products performed beautifully while meeting strict natural standards. The brand’s Living Luminizer became iconic for delivering glow without synthetic shimmer.
Kjaer Weis pioneered luxury refillable makeup, reducing waste without sacrificing premium quality or aesthetic appeal. Their metal compacts could be refilled indefinitely, making the initial investment more sustainable long-term. This model demonstrated luxury and environmental responsibility could coexist.
Drugstore Heroes
Affordable beauty proved its worth in 2019 with formulations rivaling prestige competitors. The Ordinary continued disrupting skincare with transparent ingredient lists and clinical percentages at unprecedented prices. DECIEM’s founder Brandon Truaxe’s controversial presence didn’t diminish the brand’s scientific credibility or customer loyalty.
CeraVe gained dermatologist endorsements and social media fame simultaneously, with their cleansers and moisturizers becoming recommendations for various skin types. The brand’s focus on ceramides and skin barrier health addressed fundamental skincare needs without unnecessary complexity.
Maybelline’s SuperStay Matte Ink liquid lipsticks and Instant Age Rewind concealer maintained bestseller status through reliable performance and accessibility. The brand’s ability to deliver trend-driven colors and long-wearing formulas at drugstore prices made beauty experimentation affordable.
Niche Fragrance and Body Care
Beyond face products, 2019 saw body care and fragrance brands gaining recognition. Glossier’s Body Hero collection extended the brand’s minimalist aesthetic to shower and moisturizing products. Their approach to beauty as self-care rather than transformation resonated with younger consumers seeking uncomplicated routines.
Sol de Janeiro brought Brazilian beauty rituals to international audiences with their Bum Bum Cream’s distinctive scent and firming claims. The brand’s joyful marketing and sensorial products made body care feel indulgent rather than routine.
Herbivore Botanicals combined natural ingredients with Instagram-worthy packaging, creating products that performed and photographed beautifully. Their commitment to synthetic-free formulations and sustainable practices attracted environmentally conscious consumers who refused to compromise on aesthetics.
Medical-Grade Skincare Accessibility
Professional skincare brands became more accessible through online retail in 2019. SkinCeuticals’ vitamin C serums remained gold-standard antioxidants, with their C E Ferulic consistently recommended by dermatologists despite premium pricing. The brand’s clinical backing and proven results justified investment for serious skincare enthusiasts.
Paula’s Choice continued educating consumers through research-backed formulations and transparent ingredient explanations. Founder Paula Begoun’s no-nonsense approach to debunking beauty myths built trust with consumers tired of marketing hype. Their exfoliants and targeted treatments addressed specific concerns with measurable actives.
Obagi’s prescription-strength formulations reached broader audiences as awareness grew about active ingredients. Their tretinoin-alternative products and pigmentation treatments provided results-driven options for those seeking professional-grade skincare without prescription requirements.
Breakthrough Ingredient Technology and Formulation Science
The year 2019 marked a turning point in cosmetic chemistry, with brands investing in novel delivery systems that enhanced ingredient penetration and stability. Microencapsulation technology became increasingly sophisticated, allowing volatile ingredients like retinol and vitamin C to remain potent until activated on skin. Sunday Riley pioneered this approach with their Luna Sleeping Night Oil, which suspended retinol in a trans-retinoic acid ester complex that converted upon contact with skin enzymes, minimizing irritation while maximizing efficacy.
Fermentation-derived ingredients moved beyond SK-II’s Pitera monopoly as multiple brands explored probiotic and prebiotic skincare. Whamisa utilized fermentation to break down botanical molecules into smaller, more bioavailable compounds, while Aurelia Probiotic Skincare incorporated beneficial bacteria extracts to support skin’s microbiome. This approach recognized skin as a living ecosystem requiring balance rather than sterilization, fundamentally shifting how we understood product interaction with our body’s natural flora.
Peptide technology evolved dramatically, with brands like Allies of Skin formulating multi-peptide serums targeting specific cellular pathways. Their Peptides and Antioxidants Firming Daily Treatment combined signal peptides, carrier peptides, and neurotransmitter-inhibiting peptides to address expression lines, collagen synthesis, and ingredient delivery simultaneously. The brand’s transparent communication about peptide mechanisms educated consumers beyond simplistic anti-aging promises.
Bakuchiol emerged as the most discussed retinol alternative, with clinical studies demonstrating comparable results without photosensitivity or irritation. Biossance launched a dedicated bakuchiol serum, capitalizing on their sustainable sugarcane-derived squalane expertise. The ingredient’s compatibility with pregnancy and sensitive skin opened professional-grade results to demographics previously excluded from retinoid benefits, though long-term studies remained limited compared to decades of retinol research.
Encapsulated exfoliating acids gained traction for controlled release throughout the day or night. Medik8 specialized in time-release vitamin A and acid formulations that minimized peak irritation while maintaining continuous cellular turnover. This technology addressed the common mistake of over-exfoliation while delivering clinical concentrations that dermatologists trusted, bridging the gap between aggressive professional treatments and gentle daily care.
Strategic Brand Extensions and Crossover Success
Established brands ventured beyond their core categories in 2019, with varying degrees of success that revealed consumer expectations for brand authenticity. Tatcha expanded from their Japanese-inspired skincare into a comprehensive collection, launching The Rice Polish Foaming Enzyme Powder in various formulations for different skin types. Their extension felt organic given founder Vicki Tsai’s deep connection to Japanese beauty philosophy and meticulous ingredient sourcing, with each product maintaining the brand’s aesthetic and efficacy standards.
Conversely, some extensions felt opportunistic rather than authentic. Traditional makeup brands rushing into skincare faced skepticism from consumers who questioned whether color cosmetics expertise translated to skin biology understanding. Success required demonstrable research investment rather than simply reformulating existing products with fashionable ingredients. Brands with dermatologist partnerships or clinical trial data backing their expansions gained credibility that pure marketing couldn’t manufacture.
Hair care brands successfully crossed into scalp care, recognizing the skin-hair connection that holistic beauty emphasized. Briogeo launched scalp treatments addressing dandruff, buildup, and sensitivity with the same clean ingredient philosophy as their shampoos and conditioners. This extension made intuitive sense since scalp health directly impacted hair condition, and customers already trusted the brand’s formulation approach for the category.
Tool and device manufacturers partnered with skincare brands to create integrated systems. Foreo collaborated with various brands to develop cleansing devices specifically calibrated for particular product textures and active ingredients. These partnerships acknowledged that application method significantly impacted product performance, particularly for treatments requiring precise layering or enhanced absorption. The most successful collaborations provided tangible performance improvements rather than simply bundling products with gadgets.
Fragrance houses entered skincare with mixed results. Brands with heritage in botanical sourcing like Aesop leveraged their ingredient expertise effectively, while those treating skincare as a lifestyle accessory struggled to demonstrate clinical credibility. Diptyque’s body care line succeeded because it focused on sensorial experience and natural ingredients rather than making aggressive anti-aging claims, staying true to the brand’s perfumery roots while acknowledging skincare’s different performance expectations.
Regional Beauty Movements and Cultural Exchange
Beyond Korean beauty’s continued dominance, 2019 saw increased attention to beauty traditions from other regions, each contributing unique perspectives to the global conversation. Japanese beauty brands like Shiseido revitalized their positioning by emphasizing omotenashi—the spirit of selfless hospitality—translating this cultural value into luxurious textures and meticulous formulation. Their Ultimune Power Infusing Concentrate positioned itself not just as an immune-supporting serum but as a moment of daily ritual, appealing to consumers seeking mindfulness alongside efficacy.
French pharmacy brands gained sophisticated appreciation beyond simple accessibility. Avène, La Roche-Posay, and Bioderma built reputations on thermal spring water and dermatological research, with their minimalist formulations appealing to consumers overwhelmed by ingredient overload. These brands proved that “boring” skincare focusing on fundamental barrier repair and gentle actives could coexist with exciting launches, serving as reliable foundation products that allowed experimentation with trendier treatments. Their success challenged the notion that innovation required constant reformulation rather than perfecting essential basics.
Australian beauty leveraged its unique botanical biodiversity and intense sun exposure expertise. Aesop continued expanding globally while maintaining Australian roots through native ingredients like desert lime and澳洲 坚果 oil. The brand’s apothecary aesthetic and literary references created a distinct identity that transcended geographic origins while remaining grounded in place-based authenticity. Their success demonstrated that regional identity could be intellectual and aesthetic rather than purely ingredient-focused.
Middle Eastern beauty traditions influenced Western markets through rose water, argan oil, and oud-based products. Brands like Shiffa Dubai brought Emirati heritage into luxury skincare, using camel milk and desert botanicals adapted to extreme climate skincare needs. This cross-pollination enriched the beauty landscape beyond the typical French-American-Korean triangle, acknowledging that effective solutions emerged from diverse environmental challenges and cultural practices.
Brazilian beauty continued gaining attention beyond Sol de Janeiro, with focus on biodiversity from the Amazon rainforest. Brands like Natura positioned themselves as both beauty and conservation companies, with ingredient sourcing supporting indigenous communities and rainforest preservation. This model appealed to consumers seeking tangible environmental impact beyond recyclable packaging, though questions remained about sustainable harvesting at scale and the ethics of commercializing traditional knowledge.
The Personalization and Customization Movement
Mass customization technology matured in 2019, with several brands offering personalized formulations based on diagnostic questionnaires, skin analysis, or even DNA testing. Proven Skincare launched with an algorithm analyzing customer photos, questionnaire responses, and environmental factors to recommend custom ingredient combinations. While the technology impressed, skepticism remained about whether algorithms could truly replace dermatological expertise and whether personalization justified significant price premiums over well-formulated standard products.
Function of Beauty expanded their hair care customization model’s success into skincare, allowing customers to select primary concerns, preferred textures, and fragrances. The psychological appeal of personalization often mattered as much as formulation specificity—customers felt invested in products bearing their names and addressing their self-identified needs. However, ingredient limitations meant truly custom formulations remained impossible at consumer price points, with most personalization involving selecting from predetermined ingredient combinations rather than bespoke chemistry.
Curology and other dermatology-backed personalization services blurred the line between cosmetic and medical-grade skincare. Their model combined telehealth consultations with pharmacist-compounded formulations containing prescription-strength ingredients like tretinoin, niacinamide, and azelaic acid in personalized percentages. This approach democratized access to prescription skincare while raising questions about whether virtual consultations could adequately assess skin conditions typically requiring in-person examination. The convenience and affordability attracted younger demographics navigating adult acne without traditional dermatologist access, though the model worked best for straightforward conditions rather than complex concerns.
At-home diagnostic tools evolved beyond simple selfie analysis. Brands like Neutrogena developed smartphone-connected devices measuring skin moisture, fine lines, and pore size over time, providing data to track product effectiveness objectively. While these tools had limitations compared to professional analysis equipment, they appealed to quantified-self enthusiasts and helped customers make informed repurchase decisions based on measurable results rather than subjective feeling.
The tension between personalization and simplification emerged as a key industry question. While some consumers wanted products precisely calibrated to their needs, others felt overwhelmed by choices and sought expert curation. Brands succeeding in personalization acknowledged this tension by offering both paths—customization for those wanting control and expert-selected sets for those preferring guidance. The most sustainable approach seemed to involve personalization at the routine level rather than individual product formulation, helping customers select from existing products based on their specific concerns rather than creating truly unique formulas.
Social Media Influence and Direct-to-Consumer Models
Instagram fundamentally altered beauty brand launches and sustainability in 2019, with visual platforms determining which products gained traction regardless of traditional marketing budgets. Glossier perfected the direct-to-consumer model by treating customers as community members rather than passive consumers, encouraging user-generated content and building products based on customer feedback. Their Boy Brow became legendary not through traditional advertising but through thousands of authentic before-and-after photos shared by regular users, demonstrating that peer recommendations outweighed celebrity endorsements for younger demographics.
Influencer collaborations evolved from simple sponsorships into genuine co-creation partnerships. Jaclyn Hill’s collaboration with Morphe on eyeshadow palettes demonstrated that influencers with professional makeup artistry backgrounds could create products meeting both amateur and professional standards. However, the model’s limitations emerged when quality control issues or ingredient controversies arose, raising questions about influencer accountability and whether fame translated to formulation expertise. The most successful collaborations involved influencers genuinely using and loving the brands they partnered with rather than purely transactional arrangements.
TikTok emerged as an unexpected beauty platform in late 2019, with short-form video content explaining ingredient science, demonstrating techniques, and reviewing products in more authentic formats than polished YouTube videos. This shift toward educational content over pure entertainment suggested consumers wanted to understand their purchases rather than simply being told what to buy. Brands that adapted by creating genuinely informative content rather than thinly disguised advertisements built stronger customer relationships and benefited from organic sharing.
The dark side of social media beauty emerged through unrealistic filtering and editing creating impossible beauty standards while claiming to promote authenticity. Some brands responded by using untouched photos and diverse models, while others perpetuated digital perfection that even their products couldn’t achieve. This tension between aspirational marketing and realistic expectations remained unresolved, with consumers simultaneously demanding authenticity while engaging most with heavily edited content.
Direct-to-consumer models allowed brands to control messaging and customer relationships while capturing retail markup margins. However, the loss of in-person testing and immediate gratification created barriers for categories requiring color matching or texture assessment. Successful DTC brands addressed this through generous return policies, extensive shade-finder tools, and sample programs. Some eventually moved into selective retail partnerships, recognizing that omnichannel presence served different customer preferences and purchase behaviors rather than purely online or offline representing the future.
Professional Treatment Integration and At-Home Devices
The boundary between professional treatments and at-home care blurred significantly in 2019 as device technology and active ingredient concentrations previously exclusive to dermatologist offices became consumer-accessible. NuFace led the at-home microcurrent device market with FDA-cleared technology for facial toning, requiring consistent use but offering visible lifting effects without needles or downtime. The investment required both financial commitment and daily dedication, appealing to those willing to trade convenience for professional treatment costs over time.
LED light therapy devices transitioned from professional tools to consumer products, with brands like Dr. Dennis Gross offering targeted wavelength combinations for acne, anti-aging, and inflammation. Clinical evidence supporting LED therapy’s efficacy gave these devices credibility beyond gadget status, though at-home versions offered lower intensity requiring longer treatment protocols. The technology’s non-invasive nature and lack of contraindications made it accessible to demographics unable or unwilling to pursue more aggressive interventions.
At-home chemical peel formulations increased in strength as brands trusted consumers with higher acid concentrations. Drunk Elephant’s T.L.C. Sukari Babyfacial contained 25% AHA and 2% BHA, approaching professional peel percentages while including soothing ingredients to minimize irritation. The trend toward empowering consumers to perform traditionally professional treatments raised concerns about misuse and over-exfoliation, particularly when combining multiple active ingredients without understanding interactions. Brands addressed this through clear usage instructions and education about building skin tolerance gradually.
Dermaplaning tools brought the professional exfoliation technique home, with brands like Dermaflash offering devices calibrated for safe self-use. While effective for removing vellus hair and dead skin cells, the technique required proper training to avoid cuts or irritation. The democratization of professional techniques meant consumers needed education alongside product access, shifting brands toward comprehensive resource provision rather than simply selling devices.
The integration of professional and at-home care required acknowledging their complementary rather than competitive relationship. Dermatologists and aestheticians increasingly recommended specific at-home devices and products to maintain professional treatment results, while brands partnered with professionals to develop protocols combining office procedures with home care. This collaborative approach served customers better than the previous model where professional and retail beauty existed in separate ecosystems, though it required professionals to overcome concerns about cannibalization and embrace their role as ongoing advisors rather than exclusive treatment providers.
Wellness Integration and Holistic Beauty Approaches
The beauty-wellness convergence accelerated in 2019 as brands acknowledged that topical products alone couldn’t address skin health without considering internal factors. Ingestible beauty supplements moved beyond collagen powders into comprehensive formulations targeting specific concerns through vitamins, adaptogens, and botanical extracts. HUM Nutrition positioned supplements as skincare from within, with targeted formulations for acne, aging, and dullness backed by nutritionist consultations. While clinical evidence remained mixed and regulatory oversight minimal compared to topical cosmetics, the psychological benefit of addressing beauty holistically appealed to consumers seeking comprehensive self-care.
Stress management emerged as a skincare concern as research demonstrated cortisol’s impact on inflammation, barrier function, and aging. Brands incorporated adaptogens like ashwagandha, rhodiola, and reishi mushroom into topical formulations, claiming to combat stress-related skin damage. Youth to the People’s Adaptogen Deep Moisture Cream positioned itself as skincare for modern life’s demands, though skepticism remained about whether topically applied adaptogens could replicate the systemic effects of oral supplementation. The messaging around stress and skin resonated regardless of mechanism ambiguity, acknowledging the mind-body connection in beauty outcomes.
Sleep optimization became positioned as the ultimate beauty treatment, with brands creating nighttime-specific products supporting skin’s natural repair cycle. Tata Harper’s Resurfacing Mask and similar overnight treatments contained higher active ingredient concentrations appropriate for skin’s nighttime renewal phase. The sleep-beauty connection extended beyond products into lifestyle recommendations, with brands discussing bedroom humidity, pillowcase materials, and sleep positions as beauty considerations. This holistic approach suggested that product efficacy depended on comprehensive self-care rather than formulation alone.
Meditation and mindfulness integrated into beauty routines through application rituals and intentional product use. Brands like Henné Organics encouraged facial massage and lymphatic drainage techniques during product application, transforming routine maintenance into meditative practice. This ritualistic approach particularly resonated with consumers experiencing beauty fatigue and seeking meaning beyond surface-level appearance improvement. The wellness integration risked becoming appropriative or superficial when divorced from genuine wellbeing support, requiring brands to demonstrate authentic commitment rather than co-opting wellness language for marketing purposes.
The challenge of holistic beauty lay in measurement and attribution—how could brands prove that stress reduction or sleep improvement directly caused skin changes versus coinciding with effective topical ingredients? The most credible approaches acknowledged beauty as multifactorial, with topical products supporting rather than replacing fundamental health practices. This honest positioning served customers better than exaggerated claims while opening revenue opportunities through lifestyle products, content, and services extending beyond traditional cosmetics categories.
Frequently Asked Questions
What made beauty brands successful in 2019?
Success in 2019 required authenticity, transparency about ingredients and sourcing, genuine inclusivity across shade ranges and marketing, and commitment to either clean formulations or proven clinical results. Brands needed clear points of view whether championing sustainability, medical-grade efficacy, or accessible luxury. Social media presence and community engagement also proved essential for building loyal customer bases, particularly among younger demographics who researched products thoroughly before purchasing.
Are expensive beauty products worth the investment compared to drugstore alternatives?
Price doesn’t automatically indicate quality, but expensive products often contain higher concentrations of active ingredients, more sophisticated delivery systems, and extensive research backing their formulations. Drugstore brands have significantly improved and many now rival prestige competitors in specific categories like cleansers and sunscreens. Evaluate products based on ingredient lists, your specific skin concerns, and proven results rather than price alone. Some concerns like deep wrinkles or hyperpigmentation may benefit from professional-grade concentrations, while basic hydration needs can be met at any price point.
How can I determine if a clean beauty brand is genuinely safe and effective?
Look for brands that clearly define their clean standards rather than using “natural” as a vague marketing term. Check for third-party certifications like EWG Verified, Leaping Bunny for cruelty-free status, or USDA Organic when applicable. Research individual ingredients rather than trusting fear-based marketing about chemicals. Effective clean brands invest in stability testing and clinical trials to prove their formulations work. Read reviews from multiple sources and consider that natural ingredients can still cause reactions in sensitive individuals, so patch testing remains important regardless of clean claims.
What’s the best approach to building a skincare routine with products from different brands?
Focus on addressing your specific concerns rather than brand loyalty. Start with a solid foundation of cleanser, moisturizer, and sunscreen, then add targeted treatments for issues like acne, aging, or hyperpigmentation. Ensure products with active ingredients are compatible—for example, using retinol and vitamin C at different times or gradually introducing acids to avoid irritation. Pay attention to how products layer, placing thinnest consistency to thickest. Give new products at least 4-6 weeks before evaluating effectiveness, and introduce one new item at a time so you can identify any reactions or benefits clearly.
How has the beauty industry’s focus on inclusivity and sustainability changed product options?
The 2019 shift toward inclusivity expanded beyond foundation shades to include diverse marketing representation, products for various skin tones and concerns, and recognition that beauty needs vary across demographics. Sustainability efforts led to refillable packaging options, waterless formulations, recyclable materials, and transparent supply chain information. These changes gave consumers more choices aligned with their values without sacrificing performance. Brands that failed to address inclusivity and environmental impact faced consumer backlash, making these considerations business necessities rather than optional marketing angles. This evolution continues shaping product development and brand positioning.
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