IsaDora invites consumers into product development

To create products that truly reflect what consumers want and need, Swedish beauty brand IsaDora has committed to a long-term initiative that brings its community into the product development process. The first step took place in spring 2025, when a group of makeup users visited IsaDora’s Malmö headquarters to help test and expand the shade range of the bestseller Wake Up the Glow Luminous Foundation. Now, the conversation continues through True Beauty Talks – a new community chat on Instagram where users can share their thoughts and help shape future launches.

A conversation that led to action
The idea started with a simple question: how can IsaDora improve its products by listening more?
"Who knows better than the people who actually use the product?" says Ines Dedic, Head of Global Brand Creation at IsaDora. It quickly became clear that more shades were needed, with a focus on undertones and a better balance from the lightest to the deepest tones.

Real people, real testing
To ensure the new shades worked in real life, IsaDora gathered a focus group of nine users, alongside its product development and marketing teams. During the testing days, shades were compared with other brands, and open discussions helped fine-tune the final selection.
"Bringing our community into this process was incredibly valuable. The atmosphere was fantastic – honest conversations, smart insights, and a shared goal of making the product even better," says Ines Dedic.

"It really felt like our voice mattered"
One of the participants, Francheska, shares her experience:
“Being part of the IsaDora test group has been a memorable and meaningful experience. I was impressed by the amount of care and dedication put into each product – not just to create something beautiful, but something inclusive and accessible. Sitting in a room full of women of color like me, sharing our voices and experiences, was something special. IsaDora is not just a beauty brand – it's a team that really listens and cares.”

More shades, better matches
Thanks to this process, Wake Up the Glow Luminous Foundation now comes in an expanded shade range. New neutral tones have been added, and the selection covers a broader spectrum, making it easier for more people to find their perfect match.
"Listening to our customers and involving them in the process is key," says Ines Dedic.

True Beauty Talks – IsaDora’s Community Chat on Instagram
This way of working is here to stay. "Our community is an essential part of our brand, and we want to keep developing products together with them. This is just the beginning," says Ines Dedic.

To keep the conversation going, IsaDora has launched True Beauty Talks – a Community Chat on Instagram. It’s a space where beauty lovers can connect, share thoughts, and join future test panels. A direct line between IsaDora and the people who use its products every day.