In the past decade, creators in the fashion and beauty space have shifted from influencers to strategic partners. That was a big topic of discussion at Glossy Pop NYC earlier this month.

Fashion and beauty brands are leaning on stores, events and human service as AI continues to reshape their digital marketing playbooks.

Brands like UrbanStems, H&M and Chobani are refining their partnership strategies to match audiences, drive cultural relevance and unlock new growth. Here's more on how execs from these brands say their approach to partnerships has changed over the years.

P&G's $3.8 billion acquisition of Thorne is yet another strong signal that large CPG conglomerates are increasingly seeking out science-backed, high-growth brands to add to their portfolios as consumer priorities shift.

Even without official FIFA sponsorship, Crumbl and Olipop are getting into the spirit of soccer this summer, with product releases and activations tied to the World Cup.

As more shoppers use AI chatbots for recommendations, supplement brand Olly is updating its product pages with clearer descriptions and FAQs to boost AI-driven sales.

Kim Kardashian is the latest name to dive into the energy drink sector. The celebrity mogul was announced as the co-founder of energy startup Update in February as more brands target young women interested in wellness and better-for-you products.

The new co-branded NikeSkims makes a splash with its debut collections, featuring designs for serious workouts that still offer style.

As digital marketing costs continue to spike this season, brands are shifting budgets to direct mail holiday catalogs.