As an 87-year-old brand, Revlon has made many of the defining makeup products of the 20th century. But keeping up with makeup in the 21st century is another proposition.

This week, I checked in on the online communities making undertones a main topic of conversation. Additionally, Tate McRae joins the celebrity fragrance market, and Sephora expands its footprint in the U.K. with a partnership with Marks & Spencer. 

On Monday, beauty incubator Maesa announced the 2027 class for its Maesa Magic Incubator program, which provides grants and mentorship to three early-stage beauty entrepreneurs. This year, the cohort touches on the beauty zeitgeist with founders in the sun-care, tween beauty and K-beauty categories.

This week, I checked in on the merch market growing around the blockbuster ACOTAR series. Additionally, Sally Beauty makes a play for NFL fans, and Ilia Beauty founder Sasha Plavsic spills her secrets. 

TikTok Shop’s combination of eyeball-sucking entertainment and frictionless shopping have made it a legitimate competitor to beauty giants like the LVMH-owned Sephora. If you can’t beat them, Sephora is now testing what it looks like to join them.

This week, I checked in on Nette’s first creator partnership, which joins the ever-growing world of sports-and-beauty crossovers. Additionally, BEMT sunscreens are finally making their way to U.S. customers, and Sol de Janeiro also taps into sports marketing with its newest partnership. 

Beige, brown and mauve blushes are taking over social media as users swap statement blushes for more muted tones. But the reaction to the trend is far from neutral.

Taking a cue from fashion and beauty marketing, makers of fans and other cooling devices are looking to collaborations, stylish colorways and influencer marketing to make cooling devices like fans into not merely a functional tool but a desirable accessory.

This week, I chatted with the founders of some of beauty’s hottest brands on how they converted their expertise in makeup, skin and hair into their own lines. Additionally, Maison Crivelli joins the growing perfume row along Paris’s Rue Saint-Honoré, and Caudalie Group makes its first major acquisition.