On February 4, InnBeauty Project threw a birthday party for its 1-year-old hero product, the Extreme Cream Anti-Aging, Firming & Lifting Refillable Moisturizer. Since it launched in February 2024, it has become Sephora's No. 3 best-selling moisturizer, according to industry sources.

Katie Sturino has 806,000 followers on Instagram. Her 1-year-old Instagram broadcast channel, which she's named JUGs, standing for "just us girls," has 5,000 members. Sturino likened the members to her internet besties, noting that, "If you [as an Instagram follower] feel like we should be text friends, then become a...

Parke sells denim, including takes on the barrel trend and the dark-indigo straight-legged style, the latter of which is one of the most relevant of the season. But it is its mock neck sweatshirts ($125) that have nearly broken the internet time and time again.

Exponent Beauty, which hit the market in April 2022, has never done paid influencer partnerships. It does however, work with influencers, via bringing them in as investors. Sara and Erin Foster have been investors since the brand launched, preceding even the official launch of their early-stage fund, Oversubscribed Ventures. Now,...

Eos, the mass-channel body-care brand once best-known for its spherical lip balms, is starting the year strong with its first-ever Super Bowl ad. It will air in nine key markets during the second quarter of the game, right before halftime.

Jordan Samuel, a former ballet dancer, launched his eponymous brand in 2013, with just two products. He has grown, since then, but remained small, which he calls, a "badge of honor." The brand is beloved by leading skin care influencers like Caroline Hirons. It is primarily DTC but is carried...

For the second consecutive year, Dove is showing up at the Super Bowl, in support of its Body Confident Sport campaign. The over-50-year-old brand will air a 30-second spot on Sunday night designed to address the fact that almost half of girls drop out of sports before they reach age...

On Monday, The Lipstick Lesbians introduced their followers to Make Up For Ever's new franchise, Super Boost. Though The Lipstick Lesbians are neither Gen Z nor Gen Alpha, Super Boost is Make Up For Ever's first bid to specifically attract these consumer demographics.

Earlier this month, Amanda Kloots launched Proper, a wellness brand that debuted with five powder supplements. It is the seventh brand to launch in partnership with Ben Bennett's incubator, The Center — its other brands include Naturium, which exited to E.l.f. Beauty at the end of 2023.