Atelier by Voyant Beauty launches

Written on: October 4, 2022 by SprayTM

U.S. personal care and beauty contract manufacturer Voyant Beauty has launched Atelier by Voyant Beauty: a first-of-its-kind formulation and manufacturing growth partner dedicated to servicing and accelerating fast-growth indie beauty brands.

Leading the Atelier by Voyant Beauty business is industry expert and indie beauty veteran Lorne Lucree, who serves as Chief Innovation Officer of Voyant Beauty and was recently hand-picked as the Product Development Expert for the Fall 2022 Ulta MUSE Accelerator program due to his experience and expertise working across manufacturing, indie brand product development, and partnering with specialty retailers like Ulta and Sephora.

“Having worked with 40+ contract manufacturers in my past leading innovation at Luxury Brand Partners, I always thought there was an unmet opportunity to better link indie brands, manufacturing partners, and retailer needs for a more frictionless formulation and manufacturing experience,” said Lucree.


“With the launch of Atelier by Voyant Beauty, we are evolving our service model beyond just being an innovation solutions provider. Now, we see our role as a growth partner to indie brands, providing the capabilities and supply chain expertise they need to become a more attractive acquisition target.”

Atelier’s new, unique service and development experience is a result of over 50 hours of one-on-one blinded interviews with fast-growth indie brand founders, current and former indie brand executives, industry experts, and growth investors in the space – all personally conducted by Lucree.

“We are not an accelerator – that would imply servicing only one facet of growth: speed to market. Our proprietary research identified all the friction points brands face during periods of hyper growth, and our model was built to address all of these, whether they be formulation, manufacturing, or contractual/terms related. This is how we have uniquely positioned as a formulation and manufacturing Growth Partner,” Lucree added.

The proprietary research revealed a critical insight that indie brands are hyper-focused on short-term growth, which creates friction in the long run. As well, Lucree uncovered that innovation, customer service, and speed-to-market are table stakes to indie brands and investors. Now required and demanded is a new set of superpowers enabling a contract manufacturer to behave more like a growth partner than an outsourced manufacturer.

To accomplish this, the service model and offerings of Atelier by Voyant Beauty removes the typical frictions that indie brands face as they scale, offering several points of differentiation that allow indie brands to secure long-term growth and investor interest without friction:

  •    Data-driven and tech-driven innovation: The stakes are too high to launch with just intuition anymore, so marrying a founder’s point of view to complex data is essential for product concepts that become heroes. Atelier provides exclusive access to proprietary research, intelligence, social media data, channel sales, and demographic trends to help indie brands better inform ideas and briefs for innovative formula launches.


  •    In-demand scalable formulation and filling capabilities: Access to a manufacturing scale that can easily flex to enable future distribution growth, coupled with a supplier network and leverage to navigate supply chain disruptions effectively with minimal business impact.


  •    Flexible contract, payment, and credit terms:Upfront formula ownership, flexible payment terms, and a credit line that enables room for growth and scale to demonstrate true partnership.

“For years, the suppliers servicing the indie beauty brand market have treated it as an enigma, and for those that have been successful, it has most often been the result of chance and timing. The research leading to the creation of Atelier has given us the unique ability to remove chance from the equation. We can now map an indie brand’s journey – including key decisions and needs at each level of funding – from seed through to acquisition, giving us the unique ability to service these brands more intelligently and effectively see their future,” explains Lucree. “This is why we say at Atelier that when it comes to indie brands, we don’t see size – we see opportunity, and we don’t see growing pains – we see a frictionless path to scale.”

For more details, visit