How Revolution Beauty caused a stir with its new Miracle Cream

Award-winning makeup and skincare brand Revolution Beauty was launched in 2014 by Adam Minto and Tom Allsworth. Revolution Beauty develops cruelty free beauty for everyone that is made accessible in every shade and affordable for all.

By providing beauty fans with the latest ingredients, technology and formulations at an affordable price, the brand has been able to break down the barriers that stop consumers enjoying beauty.

Revolution prides itself on doing more for consumers through their extensive product offering and this has been a huge factor in their success, with the brand being named the third fastest growing company in the UK in 2019.  Revolution Beauty’s revenue grew by 42% to around £194 million over the past year due to post pandemic footfall recovery and a successful roll out into Boots stores.

Over the past few months, the brand has created a lot of buzz in the industry with the launch of its Miracle Cream. The cream, which retails for just £10, sold out twice when it became available in May 2022 and was such a success with customers that it even racked up a waiting list of 13,000 people.

Upon restocking the cream in August, the brand revealed that 10 bottles were being sold every minute, rivalling legendary cult products such as Estée Lauder’s Advanced Night Repair Serum and Charlotte Tilbury’s Magic Cream.

According to the brand, Google search demand for the cream is up by 2015%. With over 750 five-star reviews on their website and a cult following among beauty fans everywhere, the impact of the Revolution Pro Miracle Cream is undeniable, so how did one of Britain’s most popular high street beauty brands create a best-selling product that left consumers wanting more?

When Revolution decided to launch the Revolution Pro Miracle Cream, the brand’s only aim was to bring premium skincare to the mass market and make beauty accessible to all, especially amid the cost of living crisis. “We wanted to start the Revolution Pro skincare expansion with a product that has multiple benefits and is suitable for all skin types.

The cream is a one stop shop for beautiful skin,” Revolution Beauty’s Product Manager Laura Reverter said. The supercharged formula of Revolution’s Miracle Cream works to transform dull complexions in just four weeks. The formula is full of skin-loving ingredients such as Niacinamide and Hyaluronic Acid which instantly plum and hydrate the skin from the first use, leaving users with a smooth and nourished canvas for flawless makeup application.

During the formulation process, the brand had to consider a number of things in order to provide consumers with a product that was not only affordable but did exactly what it said on the packaging. “We started by focusing on the key claims we wanted to achieve and then developed backwards. We knew we wanted plumping to be a key benefit so we incorporated hyaluronic acid. The formulation process involved trying and testing many formulas until we found the optimal blend of ingredients,” Reverter said.

Customer feedback was something else the brand took into consideration, and after the cream’s scent was called out in multiple reviews, it was quickly reformulated with the original vanilla scent being replaced with a new and improved rose aroma. “This is something that only Revolution Pro can do due to end to end product development and ownership of manufacturing facilities, “ Reverter said.

When the Miracle Cream first launched, the brand’s target market was everyone. The USP of the cream was simply that it’s great for all skin types and everyone can benefit from what it has to offer. Post-launch, Revolution Beauty continued to hold itself to a high standard by regularly checking sentiment from reviews online and on social media, which was what led to the cream being reformulated.

“This agile ability is unique to the brand and is something we hope to roll out across all of our brands in the future, “ Reverter said.

Unlike other beauty products that have gone viral online this year, the brand didn’t have a TikTok strategy in place. It chose to buy in from key opinion leaders in the beauty and skincare social space instead, targeting what it calls ‘skincare rock star opinion leaders’ to ask them to trial the product for a minimum of four weeks before agreeing to create content for the brand.

“By seeking key opinion leaders, we were able to ensure that the reviews we received were credible and honest. Credible and honest reviews could then be utilised as testimonials for digital marketing and PR,” Reverter said.

Revolution Beauty plans to capitalise on the success of the Miracle Cream with the launch of the Revolution Pro Miracle Eye Cream. The brand also plans to launch further NPD within the miracle franchise from January 2023 onwards. “Given the incredible reaction from customers, we want to continue to bring premium formulations at affordable prices” Reverter said.

Following the very successful launch of a cream that has been hailed as a cult product, with many labelling it a dupe of premium products such as Estée Lauder’s Advanced Night Repair Serum and Charlotte Tilbury’s Magic Cream, the brand has learnt a few lessons along the way.

“We’ve learnt that there’s a much bigger demand for this kind of product. We had 13,000 people on our waitlist and sold at a rate of 60 per minute during the last restock. The success of the cream has served as a reminder that we need to believe in ourselves, our formulas and also be willing to let consumers lead us,” Reverter concluded.

Amid the cost of living crisis, there are a number of reasons why affordable beauty products never really lose their appeal from a consumer perspective, with influencers playing a key role in challenging their perceptions. “Everyone loves a bargain and consumers are looking to key opinion leaders for affordable solutions to replace their past premium purchases from brands they can trust, “Reverter said.

As well as expanding the Miracle franchise, the brand will be working with a well-known celebrity ambassador in the coming months to create high-performance products with skin nourishing ingredients with amazing claims. The success of Revolution Pro Miracle Cream proves that cheaper products that have similar ingredients and features as their premium counterparts will always be in demand.

By focusing on great value and skin-loving ingredients that beauty lovers would want to incorporate into their routines, the industry’s obsession with the Miracle Cream won’t be going away anytime soon.