Noisemakers, skinfluencers and derms: How Byoma leveraged TikTok influencers to launch When it launched Byoma, its first true skin-care brand, it aimed to make a splash on TikTok, relying on a three-pronged approach to select paid talent. Hundreds of additional creators were gifted Byoma products.
With Fempower Beauty, influencer Blair Imani proves beauty and activism can go hand-in-hand After a number of product collaborations and a series of personal investments, Imani officially became a co-owner of beauty brand Fempower on August 1.
Glossy Pop Newsletter: Neutrogena and Jennifer Garner reinvent ‘the splash’ for the TikTok era In 2013, Jennifer Garner filmed a commercial for Neutrogena. That commercial, featuring Garner's smiling face and blown-out hair, aired in millennials' living rooms. Many will recall that her hair somehow remained perfectly intact, even after a dramatic and now iconic giant splash of water hit it on camera.
Press-on nails move beyond drugstore beauty aisles About a month ago, Sephora quietly added Glamnetic’s Press-On Nail Kits to its online assortment, in four patterns. The mega-retailer already carried the brand’s false lashes, which are what it is known for. But Sephora, known for its prestige beauty play, had steered clear of press-on nails until now. “They’d...
To get in on #RushTok, Tarte sent products to 30,000 sorority hopefuls This year, behemoth beauty brand Tarte, known for its elaborate #TrippinWithTarte press and influencer trips and rapidly-executed social strategies, wanted in on the buzz. "We wanted to connect with #RushTok, and we hadn't really seen beauty make the connection," said Maureen Kelly, founder and CEO of Tarte.
Glossy Pop Newsletter: Something Navy wants to be more than an ‘influencer-founded’ brand Two years after launching, Arielle Charnas's Something Navy, the blog-turned-apparel brand is reintroducing itself. With its new fall collection that dropped on Thursday, the brand is stepping up both the quality of its clothing as well as introducing a more minimal, less trend-driven aesthetic. Individual pieces are meant to be...
D.S. & Durga’s Studio Juice scents are the ‘street drops’ of fragrance In February 2021, D.S. & Durga, the 15-year-old Brooklyn-based fragrance brand, launched 100 bottles of Pistachio, the ninth scent in its collection of limited-edition drops, or Studio Juices. D.S. & Durga has launched 3-4 100-milliliter Studio Juices a year, sold for $250 each, since 2017. On Thursday, the brand launched...
Erin Kleinberg’s Sidia ventures further into beauty with hand care Erin Kleinberg likes to say that she's lived four professional lives. Twelve years ago, she was one of the three founders of the Coveteur. Most recently, in 2020, she launched Sidia, a brand that continues to inch into beauty.
The weird, wacky world of Vacation Inc., where branding goes to creative new heights If Marty Bell, co-founder of the sunscreen brand Vacation, had to describe the world of the brand to someone entirely new to it, he'd tell them it's like the TV show "'The Office' crossed with Jimmy Buffett's brand world." On Instagram, a recent caption reads, "Vacation® Brand's Lead Scent Facilitator...