“My macro mission is taking a 54-year-old brand and making it feel like a modern brand,” Sameer Agarwal said. To achieve this, he's refocused Clinique's marketing, on multicultural consumers, Gen Z and IRL experiences.

Driven by Cindy Deily, Sephora launched sexual wellness in February. Marketing emails regarding the expansion saw some of Sephora's highest click-through rates, and “vibrator” was the top search term on Sephora.com in the week following.

In April, Michael Johnson spearheaded a splashy marketing campaign for the launch of Zitsticka’s then-new Face Map zit stickers. In the third quarter, Zitsticka’s new customer acquisition grew by a double-digit percentage.

Since joining Glossier from L'Oréal last year, head of brand Kleo Mack has spearheaded initiatives like a first-of-its-kind Shoppable Shorts Challenge on YouTube. This year, Glossier opened three stores and entered 600 Sephora doors.

Since 2020, Nora Zukauskaite has executed several successful campaigns and projects across Brand Agency London brands Ciaté London, Lottie London and Skin Proud. The company has experienced a 15% revenue increase in the last year.

Bolstered by its Mighty Patch hero product, Hero Cosmetics owns 63% of the acne patch category. The brand recently crossed $100 million in sales and sold to conglomerate Church & Dwight for $630 million.

Hair extensions and wigs have garnered more attention in 2022 as a beauty category in need of innovation. Taking the lead is Diishan Imira, CEO and co-founder of Mayvenn, which raised $40 million this year.

Through this investment, Dyson aims to become a worldwide resource for and authority on data, consumer habits and proprietary insights surrounding hair overall, with a focus on hair health.

The recent economic volatility has thrown beauty's recession-proof theory back into the spotlight, with varying results, as recent corporate earnings indicate.