Polite Society is rolling out its most ambitious affiliate campaign to date, focused on its hero product, the $32 B.I.G Mouth XL Plump Intensive Lip Plumping Concentrate — one is sold every sixty seconds, according to the brand. The campaign involves seeding B.I.G. Mouth XL to more than 1,000 affiliate...

After trailing by 16 points early in the final game of the finals, the Knicks mounted yet another impressive comeback in the closing minutes of Game 5, as team captain Jalen Brunson scored 13 consecutive fourth-quarter points to seal the franchise's win. Immediately, the streets of New York City erupted...

Heretic has expanded its collaboration strategy to include horror films like "Nosferatu" and "The Bride," creators such as Mars Chasolen, authors, an Edward Gorey-inspired home collection, and musicians. The common thread, according to Jillian Ouellette, Heretic’s director of global brand management, is a collaborator from pop culture's less obvious corners,...

In 2024, Saie debuted an IRL masterclass program, which, at the time, it took to New York, Toronto and London, inviting creators and community members alike. Now, two-and-a-half years later, it is launching The Makeup Class, an ongoing series of digital programming meant to bring education to its community on...

Having started as a creator herself, Krissy Cela started Oner Active with a deep understanding of just how valuable creators can be. One way that currently plays out at Oner is through its Move Ambassadors program, which receives about 30,000 applicants each time it opens.

Mass beauty is experiencing renewed momentum. According to Circana data released in May, mass beauty sales rose 7% year over year in the first quarter of 2026 to $18.1 billion. It's no surprise to the creators focused on the category.

Daniel Landver is the head of UTA's creators product group — a role most people may not even realize exists. While his job keeps him behind the scenes, Landver is behind some of the buzziest brand launches of the past decade. Think: Patrick Starrr's One/Size, Alex Cooper's Unwell (beverages), Mikayla...

Nearly a year after fragrance brand Phlur — relaunched by Ben Bennett of The Center alongside mega-influencer Chriselle Lim — was acquired by TSG Consumer Partners, the company is rolling out its most ambitious marketing campaign to date. To do so, it has introduced Olympic gymnast Sunisa (Suni) Lee as...

The complex, hours-long appointments that led to Hailey Bieber-inspired glazed donut nails, as well as nails dotted with berries or stars or bedazzled with gems, no longer apply. Now, the trend is a nude, simple manicure, and even (gasp!) simply bare, unpainted nails.