In a world of Amazon-native brands, LilyAna Naturals stands out as one of the most notable. But now, the 7-year-old brand is testing its popularity by expanding beyond the "The Everything Store" to its own DTC channels and new brick-and-mortar partners.

The back-bar treatment, called 4-in-1 Moisture Mask, is a concentrated reparative mask for severely dry and damaged hair and will not be sold within retail partners. Olaplex began as a professional-only brand before expanding to consumer at-home products around 2017.

Brands that once focused on a specific beauty category, such as facial skin care, makeup or wellness products, have expanded beyond their initial parameters. In essence, a traditional beauty brand no longer exists, as every brand could be placed under the catchall term "personal care."

Andrew Dudum, Hims CEO, said that Apostrophe’s strength compared to Hims’ is in its diagnosing and the formulation of its prescriptions and routines through its pharmacy network.

As OnlyFans seeks a reputation beyond porn, it's building an ecosystem for beauty content, which has proven popular across all other major social networks like Facebook, Instagram, Pinterest and TikTok.

There is a general expectation that many of these services will remain inside the home as people permanently adopt an at-home habit they picked up during quarantine. But, when they opt to go to a salon, the environment may be more subdued due to precautionary health measures while also being...

On Thursday, body-care brand Megbabe and nail-care brand Olive & June introduced a limited-edition collaboration that brought their customer communities into the fold. 

On Tuesday, Valentino Beauty held a press and media event and a consumer-facing event to introduce the brand to the world. It will ve available for pre-order on its website, Valentino-Beauty.US. In August, the brand will expand to retailers like Nordstrom, Neiman Marcus and Bloomingdale's.

On Wednesday, MAC debuted a six-week-long digital and out-of-home campaign across TikTok, Spotify, Snapchat and billboard advertising in the U.K. and Ireland.