CeraVe doubles down on sports with new NBA partnership The L'Oréal-owned skin-care brand announced its new role as the official skin and hair-care partner of the NBA, joining the ranks of countless beauty brands seeing the opportunity in sports marketing to grow its audience.
Sephora Strategies: With its new storefront platform, Sephora comes for a piece of the creator economy In September, the LVMH-owned beauty behemoth launched My Sephora Storefront, allowing participating creators to collect a 15% commission on any products purchased on their curated Sephora storefront page. The new platform gives Sephora the capability to compete with the seamless, social-first shopping capabilities of TikTok Shop and Amazon, which have...
Beauty is slowing. Health and wellness is booming. Here come the celebrities In recent years, celebrity-backed beauty brands have become a dime a dozen. But in 2025, as skin-care and cosmetics face a sales slump and wellness continues to rise, celebrities like Queen Latifah, Serena Williams and Vanessa Hudgens are now lending their star power to health and wellness companies.
From Salt Lake City to Atlanta: Why niche perfume stores are popping up across the country While major shopping metropolises like New York and Los Angeles have seen a regular influx of indie perfume boutiques and single-brand flagships, many fragheads have had to travel or turn to online shopping to discover new scents. But with perfume remaining beauty’s fastest growing category across the U.S. market, fragrance...
Liberty London is betting on fragrance’s ongoing growth with the North American launch of its in-house perfume brand In 2023, the iconic London department store Liberty expanded to beauty through a collection of five perfumes inspired by prints in Liberty’s extensive textile archive. Now, nearly two years after the initial launch, Liberty has its eye on international growth with its arrival in the North American market.
With Benefit Cosmetics’ pink Bronco giveaway, both customers and the brand came away as winners For its biggest giveaway yet, the LVMH-owned cosmetics brand enlisted Ulta Beauty to help stage a giveaway to one customer of a pink Ford Bronco. Benefit shared the inside story on the campaign that won it Best Brand Activation at the 2025 Glossy Pop Awards.
How Retrofête used Instagram to introduce a professional side to its party-girl style The winner of Best Use of Instagram at the Glossy Pop Awards gives the backstory on the Fall 2024 campaign, which introduced a new side to the glamorous New York label: workwear.
Beauty & Wellness Briefing: With a revamped beauty event, Byrdie is betting on intimacy over scale to meet today’s media consumers This week, I checked in on beauty publication Byrdie's revamped Byrdie Social Club event. Additionally, Nudestix and Byoma are beauty’s most recent acquisition targets, and Glossier welcomes a new CEO.
How Bubble is using YouTube to channel education and community By teasing new products, sharing educational videos and experimenting with YouTube Shorts, Bubble has built an audience of nearly 450,000 followers on YouTube. It was those initiatives that led the skin-care brand to win Best Use of YouTube in the 2025 Glossy Pop Awards.