In cosmetics the brand name is part of the product. The purchase runs on look and feel more than on formulation data, which means a name that sounds like an established line saves an enormous amount of early credibility building. Blended is the operative word in the category. It’s what you do with the product, it’s how formulations get described, and it’s the language of custom and made-to-order beauty, which is where a lot of the growth has been.