← Round 1 (20 utility products)
Round 2 - Beauty & Health: 30 Hero Products
15 consumables and 15 devices across beauty and health, selected against a harder bar this round: every pick needs a visible mechanism, a filmable wow demo, and a brandable hero-product feel, no commodity utility items. Three research passes behind it: beauty niche winners, health/wellness honest-mechanism winners, and consumables economics + supply.
👍/👎 + notes on each - saved to the database to pick the shortlist. Price bands from research. Claims badge: GREEN = clean cosmetic/mechanical claims path · AMBER = sellable but claims discipline is the moat.
Why consumables lead this round: the research's "winning shape" is one hero topical consumable, 30-90 day repurchase, cosmetic claims, $0.10-2.50 FOB at $15-40 retail (70-80% GM), letter-post shipping. That exact shape produced Hero/Mighty Patch ($630M exit), Starface ($90M/yr), HiSmile (A$153M), Medicube ($1.05B). Consumables beat devices on margin, returns, regulation, logistics and LTV. Devices below either add a consumable attach or earn their place on demo power.
💄 Beauty · Consumables (10)
Repeat-purchase heroes with the K-beauty wave behind them.
🌿 Health · Consumables (5)
Honest comfort rituals with monthly repeat curves.
💄 Beauty · Devices (4)
Beauty tech with refill economics or unbeatable demos.
🌿 Health · Devices (11)
Comfort-tech heroes for the 45-75 buyer, warmth, weight, cold and calm.