Your Brand’s Family Tree: Are You Branching the Right Way?

Choosing the right brand architecture helps companies grow without overwhelming or confusing consumers. It may sound technical, but at it’s core, it’s really about one thing: clarity. In beauty, clarity builds trust. Do your consumers know what to expect from each product you launch?

This is where brand architecture plays a role. A Branded House strategy says: “Everything here is from us, so you know what you’re getting.” Think Glossier, its skincare, makeup, and fragrance all lives under one consistent message. Meanwhile, a House of Brands keeps things separate, like how L’Oréal owns Maybelline and Lancôme.

Beauty brands need a balance of structure and flexibility. A strong architecture strategy helps you scale without sacrificing creativity or confusing your audience. So when you’re ready to expand, pause and ask: “Is this a new room in the same house, or a whole new home?”