Beauty-driven food collaborations have since become a staple — and now, it seems, food brands are ready to adopt beauty’s marketing playbook, in return.

Since its debut, the Sarah Creal brand has focused on creating makeup for women over 40, a consumer often overlooked by the industry. Now, its namesake founder is zeroing in on the eyeliner category.

Jun Lim, founder of Borntostandout, which launched out of Seoul in 2022, has no aspirations of becoming Sephora’s best-selling fragrance brand. Instead, "I want to be the craziest brand in Sephora," he told Glossy. The brand will hit Sephora’s virtual shelves on February 24 and enter brick-and-mortar doors on March...

With brands hosting influencer trips at picturesque ski chalets and partaking in multi-year resort partnerships across Aspen and Jackson Hole, ski destinations have emerged as a new experiential marketing frontier. They offer brands an opportunity to showcase product performance in cold temperatures and harsh conditions, while also generating visually compelling...

Celebrity makeup artist Mary Phillips’ makeup brand, m.ph by Mary Phillips, launched its first foundation on Thursday — with ambitions to become Sephora's No. 1 in the category, according to newly appointed CEO Hannah Beals.

In this episode of the Glossy Beauty Podcast, Glossy reporter Zofia Zwieglinska unpacks her recent story exploring what’s currently driving sales on TikTok Shop — from replicable video formats to product bundles to AI — and how those shifts are redefining influencer marketing.

On February 1, Rare Beauty entered all 1,500-plus Ulta Beauty stores nationwide and debuted on the retailer’s website, marking the brand’s first U.S. retail expansion since its launch at Sephora in September 2020. On launch day, it broke Ulta Beauty’s existing sales records, delivering the largest brand debut in the...

On TikTok, everyone is suddenly Chinese. It is a rare trend that is overwhelmingly positive. Across race and cultural backgrounds, users have been logging onto the app to document themselves boiling apples to drink in hot water, buying house slippers to avoid walking barefoot at home and ditching cold foods...

Since 2016, makeup has skewed increasingly lighter and more natural. Today, we describe the dominating aesthetic as "no-makeup makeup" or "clean girl." It's had a long reign.