After 24 years, Ulta Beauty's private label, Ulta Beauty Collection, would like to reintroduce itself. The existing brand, which first launched in 2000, is slowly being replaced with updated packaging and products on its website and in its stores.

On Tuesday, days before Olympics madness takes over our TVs and social media feeds, makeup brand Cover FX launched its latest campaign, "Ms. Irrelevant," designed to reintroduce its Total Cover Cream Foundation. The formula was recently reformulated, allowing the brand to claim that the product is sweat-proof.

In March, Vacation, the buzzy-sunscreen brand known for its ’80's-inspired cult-favorite marketing, launched a new hero product —  but it wasn't exactly new. Vacation redeveloped Orange Gelée, the iconic tanning gel first introduced by Bain De Soleil in 1925. To get there, the Vacation team developed The Orange Gelée Revival...

When E.l.f. tapped Oberland to help tell the story of the diversity on its own board, as part of its "Change the Board Game" initiative, it asked for a simple deliverable: an infographic video. But Lisa Topol, managing director at Oberland, which bills itself as a purpose-driven advertising agency, had...

Allies of Skin, the science-forward skin-care brand founded in 2016, spent six years developing its SPF, launched in May. As a result, the brand had ample time to think about how to promote the launch. "[Your relationship with SPF] is the most important relationship you'll have in your skin-care routine....

This week, the Glossy Beauty Podcast welcomed three very special guests: Ali, 10, of New York City; Riley, 11, of Merrick, New York; and Leora, 12, of Bay Shore, New York. The three girls joined us in a Flatiron, NYC recording studio, where we sat down to talk all things beauty.

In March, Sienna Naturals, the "clean" hair-care brand focused on textured hair, announced Issa Rae as its co-founder and a face of the brand. Now armed with Rae's star power, Sienna Naturals aims to tackle retail on a larger scale.

On the heels of its award-winning Michael CeraVe campaign, L'Oréal-owned CeraVe is continuing to lean into content it deems "edutainment," said Kelly Buchanan Spillers, global head of digital and social at CeraVe.

In February, Patrick Ta added three new shades to his Major Headlines Double-Take Crème & Powder Blush Duo assortment, bringing the number of offerings to 12. The $38 product includes cream and powder blush formulas. Ta, now famously, uses the cream over the powder — the reverse of conventional makeup...