With Lobie, model Anastasia MacKay aims to bring an ‘elevated aesthetic’ to textured hair care When the pandemic hit, model Anastasia MacKay saw an opportunity to give her hair the TLC it never got on set. That led to a shopping trip where she noticed a "big gap" for brands that made textured hair care feel luxurious.
Glossy Pop Newsletter: Nutrafol’s amped-up marketing includes a heat wave-focused campaign It is currently 92 degrees in New York City, which is hot, but not hot enough for New Yorkers to claim a free month's supply of Nutrafol.
Peter Thomas Roth partners with Kyle Richards and daughter Alexia Umansky for new campaign Since Peter Thomas Roth launched 30 years ago, the marketing landscape has changed. The brand once relied heavily on print ads. Now, for the second consecutive year, it is launching a celebrity-fronted campaign.
Deuxmoi taps Violet Grey to carry her first fragrance The story of how Deuxmoi, Instagram's favorite source for celebrity sightings and blind items, came to collaborate on a perfume and sell it at Violet Grey is one of taking risks in DMs and cold emails.
Glossy x Launchmetrics Research: E.l.f. and Drunk Elephant rank as buzziest bronzing drops There's been an influx of bronzing-drop launches, with about a dozen this year alone from brands at every end of the spectrum: E.l.f. finally entered the conversation with a $12 option, and Glow Recipe released its Watermelon Glow Niacinaminde Hue Drops Sun Glow Serum, building on the success of the...
Glossy Pop Newsletter: The TikTok challenge that earned Hairitage 14,000 TikTok followers in a week Since TikTokers and Hairitage started "making deals," over 1,000 videos (with the brand tagged) have been made and over 60 "PR" packages have been sent, with about 30 more getting ready to be sent at press time. Around 80 participants, or 8%, have successfully completed the challenge thus far.
Deepica Mutyala on growing Live Tinted’s complexion category In May, Live Tinted turned five years old. The brand was founded by Deepica Mutyala, a veteran of both the corporate beauty space, as a one-time manager at Birchbox, and the creator space — Mutyala has 502,000 followers on Instagram. Live Tinted launched in 2018, four years after Mutyala went viral on...
EOS doubles down on the shaving category Though EOS may be best known for its orb-shaped lip balms, its first-ever products were in the shave category. And now, its combined body lotion and shave products business is on track to account for more than half of the total business by the year's end.
Hailey Bieber on Pocket Blush and Rhode’s further push into makeup Hailey Bieber has mastered the art of the tease. For months, the founder has had fans eagerly speculating and posting about when her 2-year-old beauty brand, Rhode, would introduce blush. Bieber has over 52 million followers on Instagram, over 12 million on TikTok and over 2 million on YouTube.