Nitya Rao

Whatever side of TikTok you’re on, whether it’s BeautyTok, DatingTok or WitchTok, odds are, you’ve seen the #fourdots eyeliner trend, which has amassed 2.2 million views since mid-October. Also known as the "four dots eye trick" or "four dots eye thing," the trend involves applying four dots of white eyeliner...

Bojanowski spearheaded the acceleration of Sephora's in-store pick-up. She also facilitated an unlikely ally in Instacart and launched Sephora's same-day pick-up service to expand its customer reach.

For All-American apparel brand Alpha Industries, the evolution from military outfitter to consumer-facing lifestyle brand did not mean sacrificing its roots. “We’re never going to stop selling [military] surplus,” said Mike Cirker, president and CEO of Alpha Industries.

“It’s hard to balance everything, from being a creator and doing what I'm doing on social media [to building] my brand, because it’s very different.” –Mia Marquez

Clean or effective? When it comes down to choosing what product to buy, whether it’s in the case of organic or cost-effective produce, or skincare, it may feel like you must choose one or the other. But for Tula, a probiotic-extract-based skincare brand, “We have the clinical credibility and science-backed...

Patrick Henry, an L.A.-based tailor and luxury fashion brand founder, said his self-taught sewing endeavor at 13 was motivated by his desire to pick up “pretty girls.” But it led to his passion for fashion, which is now exemplified through his custom suits worn by stars including The Weeknd and...

True Botanicals’ skin-care campaign with Olivia Wilde, in which she posed nude, as well as its sexier Instagram feed are testaments to the brand’s portrayal of diverse beauty. It also shows its transition from “granola [and] crunchy” to “glowing” and “sensual.”

Before she founded her brand in 1996, an engaged Monique Lhuillier was faced with the two “extremes” of either “traditional” or “minimal” dresses, she said. “I wanted something that had the elements of tradition -- the lace, the long sleeve -- but with an open back, giving [brides] something unexpected....

Emerging from a decade dominated by sans-serif typeface and millennial pink, it may be hard to remember a time when an ode to simplicity could make a brand stand out. But when Malin + Goetz, a natural apothecary beauty brand, was founded in 2004, its appeal to “less is more”...