Recently, Divi geared up to launch its second shampoo and conditioner, formulated to be volumizing. To do so, Austin settled on an untraditional marketing technique leveraging her 2 million Instagram followers: She directly called some of her followers who'd left negative reviews on her first shampoo and conditioner.

On the heels of its December 11 entry into fragrance and body care, Rare Beauty has more newness up its sleeve — but this time, it's not for sale. On January 10, Rare Beauty introduced the Comfort Club, a digital hub dedicated to providing its community with strategies for finding comfort.

To kick off 2024, skin care tools brand NuFace has launched a campaign dubbed "Fitness for Your Face," which celebrates a new 20-minute face "workout," dubbed the "10/10," treatment, that was released on its app. On the same day, the brand hosted a one-day, 10-city "tour," during which top-of-their-field estheticians...

On January 6, sensitive-skin-friendly beauty brand Tower 28 Beauty released a new collaboration with the Universal Pictures movie "Kung Fu Panda 4," set to be released on March 8. The collaboration includes two sets of products, which the brand launched alongside Lunar New Year-themed beauty products, all available at Sephora. It's...

To fill their time over the holiday break, it seems, kids went to Sephora en masse. And no one on TikTok was happy about it. On the social media app, dozens of Sephora shoppers and staffers made videos complaining about the behavior of kids as young as 9 years old...

Lemme has quickly expanded since it launched with three gummy supplements at the end of September 2022. Now, the brand carries supplements in three formats: swallowable pill capsules and tinctures, on top of the original gummies. Lemme is also sold at Ulta Beauty and on Amazon.

For its newly launched moisturizer, the Bio-Active Ceramide Repairing and Plumping Moisturizer ($20), The Inkey List is kicking off the new year with its biggest campaign yet. It's inclusive of out-of-home ads, events in partnership with Sephora and a social media campaign.

The lip products that excelled this year were not lipsticks or the matte liquid lip products of 2016. Instead, they included balms, glosses and oils, all of which provided some kind of skin care benefit or true lip nourishment.

Helming E.l.f.’s brand presence is Laurie Lam, who joined the brand 16 months ago after spending two decades at L’Oréal. She has since co-led some of the company’s biggest moments of 2023. That includes its first-ever Super Bowl ad, starring Jennifer Coolidge, which E.l.f. conceptualized and completed in just three...