Jan 29, 2026
Joey Shamah, E.l.f. Beauty founder and former CEO, joined the Glossy Beauty Podcast to discuss his decision to close CoverFX and Mally Beauty from his new role as CEO and founder of AS Beauty. Shamah also shared insights into the challenges of running an underperforming brand, the warning signs that a brand is in distress, and the way an operator comes to the decision to sell, shutter or file bankruptcy.
Beauty Briefing: Under new ownership, classic brands St. Ives and Noxzema are ready for a modern makeover This week, I checked in on the newly formed Evermark portfolio, home to the likes of Suave and Pond’s. Additionally, Pat McGrath Labs files for bankruptcy, and E.l.f. gets into fragrance.
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