Though the aforementioned brands are smaller distributors compared to major conglomerate-owned brands, the purpose of the pledge is twofold: to advance sustainability in any way possible and to show that collaboration is more fruitful than competition.
Though MAC Cosmetics and its owned media helped place it at the top of the list, other core behind-the-scenes powers, such as Sephora or a celebrity founder, pushed other included companies to the top 10.
The idea of an eyeshadow palette inspired by Easter candy, or a chain restaurant known for its burritos, may seem strange. But for digitally savvy brands like E.l.f. and Hipdot, it’s proving extremely successful — both with regard to sales and social engagement.
Benefit Cosmetics’ Middle East division began a month-long campaign to coincide with the holy month of Ramadan, which began April 12 and lasts until May 12. During Ramadan, working hours are reduced, people spend more time at home and with family, and individuals reflect on forgiveness, generosity and honesty, and engage in daily fasting. Typically, [...]
Amy Liu, founder and CEO of Tower 28, had dreams of being a beauty founder, in large part because she watched her father live out his own entrepreneurial dreams. But instead, she chose to work for some of the biggest founder-led brands before starting her own clean makeup company in 2019. "I sought out founder-based [...]
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