Kiehl’s taps Brittany Cartwright to hard launch its new fitness relationship When the skin-care brand broke its partnership with Equinox, fans were irate. Now that Kiehl's is back in the wellness space as the official amenities partner for Life Time, the brand is launching a widespread social campaign to make sure everyone knows about it.
A new startup wants to engage consumers through shared values. And loyalty perks Retailers like Sephora and Ulta drive repeat purchases thanks to robust loyalty rewards. Now beauty and consumer brands like Rahua are turning to loyalty platform Rediem to build out their own custom loyalty program. And Rahua said it's already leading to boosted revenue.
The ‘tomato girl’ trickle down: How tomato fragrances reached critical mass In 2025, tomato scents have trickled down from niche and luxury to mass, and tomato is poised to become not just a trending novelty, but a staple scent. And some brands are already looking for the next tomato.
La Roche-Posay taps into tenniscore with social-first campaign With the help of U.S. tennis stars Madison Keys, Frances Tiafoe and Taylor Fritz, and social media personalities like Sabrina Brier, the French skin-care brand hopes to capitalize on tennis's cultural influence.
How expensive can sunscreen get? Brands like Augustinus Bader and U Beauty have taken what was a utilitarian good and transformed it into a luxury beauty product whose pricing is in line with buzzy serums and face creams. But justifying a sunscreen that costs as much as a serum means promising as stellar results as...
Beauty brands are benefiting from offering Amazon’s Buy with Prime to direct-to-consumer shoppers The owner of Bare Minerals and Laura Mercier said Amazon’s DTC fulfillment program has been a boon for conversion and revenue. And rather than compete against Amazon’s shipping dominance, brands can now take advantage of it for themselves.
‘A 10% cost breaks me’: How independent perfumers are navigating Trump’s tariffs A single bottle of perfume may source ingredients and materials like essential oils and plastic caps from up to 30 different countries. The closing of the de minimis loophole and new tariffs will add additional costs to each of those materials. And for independent perfumers operating at a small scale,...
‘We’re the next step in the journey’: How Stéle is enchanting New York’s niche fragrance community For fragrance consumers that don't want to smell just another Glossier You and Santal 33 dupe, Stéle's Nolita and Williamsburg boutiques offer the next step down the perfume rabbit hole.
The Estée Lauder Companies will lay off thousands of employees amid double-digit sale decline The conglomerate is on a mission to restore sales growth, but faces challenges in a softening beauty market and uncertainty amid tariffs.