Andrew Stanleick is just over a year into his tenure as president of skin health and beauty at Kenvue North America. In 2025, he led reinvigoration efforts for 95-year-old Neutrogena, the largest brand in Kenvue's beauty portfolio.

Ninety-year-old Lancôme is having a comeback year. In 2025, it has reclaimed relevance with an aggressive, celebrity-forward and culturally savvy approach to marketing, led by Isabelle [Belle] Carramaschi and designed to speak to women across generations.

You already know the main headline of Hailey (Rhode) Bieber's year. It was also, perhaps, the single biggest headline for the beauty industry in 2025: The model-turned-mogul sold Rhode, her instantly iconic skin-care and makeup (and phone case) brand to E.l.f. Beauty for $1 billion in May.

Last weekend, over 4,000 people lined up on New York City's Mott Street to experience MCo Beauty's first pop-up. The brand's main goal, according to CMO Meridith Rojas, was to build community.

Until this August, 5-year-old Rare Beauty hadn't done much in terms of traditional brand-X-brand collaborations. In the latter half of 2025, however, it dropped three.

Marshalls is leaning into humor for its holiday campaign. The off-price retailer has tapped Bowen Yang and Matt Rogers, co-hosts of the popular podcast Las Culturistas, to star in a campaign dubbed "It's Giving Gifts!" The comedians helped the retailer curate 15 categories of covetable gifts for the season, with...

For the second year in a row, Lands' End has taken residence in Soho with a pop-up focused on "chaotic customization." The brand, which prides itself on being "approachable" and "attainable," according to chief creative officer Kym Maas, sees personalization as a "solution," which, she said, is always what it...

When Gap launched CashSoft four years ago, it debuted a small assortment featuring a "proprietary new yarn" meant to replicate the feel of cashmere, a famously expensive material. Today, it is the focal piece of Gap's holiday campaign.

For its holiday campaign, dubbed "Anything Roots," Roots, the 52-year-old Canadian brand best known for leather goods and sweats, tapped a famous Canadian face: Seth Rogen, creator, writer and star of the Emmy-sweeping show "The Studio." Rogen stars as Roots's holiday concierge, available to advise on gifting needs.