Too Faced expands its mascara family after 12 years When TooFaced launched its famed Better Than Sex mascara in 2013, it "changed the entire trajectory of the brand," according to Somer Tejwani, svp and global gm. The volumizing mascara is now the No. 1 mascara in the U.S., according to Circana.
Glossy Pop Newsletter: K-Beauty makeup could be the next big thing, if it masters inclusivity K-Beauty skin care has now made its way onto the top shelves of beauty aficionados around the country — and has led to many Korean brands earning coveted shelf space at Sephora, Ulta Beauty and Target just in the last few months. So, as the country's exports become widely embraced,...
Hally Hair’s Kathryn Winokur: ‘Gen Z is not static — she’s growing up’ Kathryn Winokur launched Hally Hair in 2021 after working for companies including PepsiCo and Dove. From engineering college partnerships to hosting a trip for Alabama sorority girls, the brand has succeeded by keeping its finger on the pulse and remaining deeply entrenched in youth culture. Its latest move is a...
Mikayla Nogueira wants to build a legacy beauty brand with her new venture, Point of View Mikayla Nogueira first burst onto the beauty scene through TikTokers' FYPs in 2020 — her thick Boston accent and unapologetically glam makeup rapidly earned her 16.3 million followers on the platform. This week, on Tuesday at 12 p.m. EST, Nogueira announced her unsurprising evolution from influencer to founder. Her beauty...
Living Proof’s new campaign stirs controversy over silicones Living Proof's recent brand campaigns have relied on star power supplied by Lily Collins or Paris Hilton. Its latest, however, takes a bit of a different approach, casting three creators to introduce the brand's newly reformulated shampoos and conditioners. The new hair wash products rely on "Sili-Clone," which was designed...
Exclusive: E.l.f. Cosmetics becomes first beauty sponsor of the National Women’s Soccer League Friday's announcement that E.l.f. Cosmetics is joining the National Women’s Soccer League as its first-ever beauty sponsor marks a first for the League, but not for E.l.f., which has been collaborating with the world of sports for the past five years.
Glossy Pop Newsletter: Why brand founders are launching Substacks (it’s not to drive sales) Over the past year, Substack, which houses content reminiscent of old-school blogs, has become the place to be — for the fashion community, former editors, all kinds of creators and, now, brand founders. While brands struggle to find their place on the platform, be it as advertisers or publishers, founders...
Glossy Pop Newsletter: Neutrogena puts its Tate McRae partnership in motion, with hopes of reaching Gen Z It's a tough time to vie for the attention of Gen Z, a notoriously fickle demographic whose shopping habits are often swayed by whatever brand gets a lucky break on TikTok. So, Neutrogena, which is 95 years old, is trying some new strategies.
Kelli Anne Sewell is building a different kind of makeup artist-founded business There is a traditional path for successful makeup artists nowadays: Build up a roster of influential clients, accrue a following on social media, and start a brand of your own. But makeup artist Kelli Anne Sewell is taking a different approach.