Between October 2017 and now, CoverGirl made several publicized efforts to modernize its brand, including ditching its signature tagline, “Easy, breezy, beautiful,” for “I am what I make up,” opening a Times Square flagship store and signing on brand ambassadors like Food Network host Ayesha Curry and 71-year-old model Maye...

The ongoing campaign began on Jan. 17, appearing first on product information pages. It will expand to Veil Cosmetics' Amazon homepage in early February. The campaign includes a video and four images featuring seven women between 20 and 60 years old. Each model is meant to showcase a diverse skin...

Morphe 2 is Morphe’s answer to the no-makeup makeup look popularized by brands like Glossier and adopted widely by Gen Z. It includes six products including a skin tint, a lip oil and a jelly eye shadow. Morphe is otherwise a traditionally full-coverage and highly pigmented makeup brand, with an average...

As the fate of TikTok in the U.S. continues to hang in the balance, brands have been forging ahead with campaigns to earn engagement numbers among Gen Z. 

This month, the probiotic skin-care brand will launch its full 30-plus product assortment in nearly all 1,200 stores -- where it sits in between Proactiv and Clarisonic -- and will host 500 events in said locations over the course of the year. The amplified suite of products and events is...

Saint Jane, which is less than a year-old, first made an appearance on Sephora.com in May. After its online debut, the brand's Luxury Beauty Serum that contains 500 milligrams of CBD and retails for $125 has been a top 5 best-selling product within the CBD category and a top 15...

Not only does the company have new owners (its acquisition by Brazilian-based Natura & Co was completed on Jan. 3), but CEO Jan Zijderveld, who spearheaded the direct-selling giant's "Open Up Avon" digital strategy in 2018 has left the firm. Angela Cretu now fills Avon's top spot. Despite the shifts,...

On January 3, the company announced changes to its existing representative base by allowing brand ambassadors to sell across its three direct sales offerings: beauty brand Ever, accessory line Keep Collective and its its namesake fashion brand Stella & Dot. Prior to this change, Stella & Dot's ambassadors signed up...

Ipsy clocked in $500 million in revenue last year, and is currently the largest beauty subscription company and the No. 2 ranked subscription business overall after Dollar Shave Club.

With an expansive new product assortment, luxury skin-care company Augustinus Bader continues to to rival other cult lines like La Mer and Biologique Recherche. This month it launches three new products: The Cream Cleansing Gel, its first offering in the cleansing category, on July 9, and on July 20, The...

The social media platform first launched its checkout feature in March 2019 as a closed beta feature for just 26 companies. Roughly one year later, hundreds of brands are testing it.

Beauty brands, in recognizing their environmental impact and need to evolve rapidly, are looking for more creative and experimental solutions. In the case of Moroccanoil, that means working with students.