While major conglomerates have reported declining sales in recent quarters, Oddity achieved double-digit growth in 2024 with a focus on digital sales.

The fashion magazine welcomes its first digital issue dedicated to beauty as part of a larger push to invest in beauty content through pillars like shoppable newsletters. That also means competing in a crowded landscape of social media and Substack where legacy media outlets have struggled to find their footing.

The so-called “Republican makeup” look has become viral TikTok fodder for its heavy-handed application. For users participating in the trend, a warm-toned foundation and black eyeliner can connote not only aesthetics, but also political affiliations.

Now in its third season, HBO show "White Lotus" has become not only a ratings hit and critical darling, but also a boon for commercial sponsorships capitalizing off of its escapist fantasy. That includes beauty brands like Kiehl’s.

Facing headwinds from China and mass beauty, the owner of brands like Kylie Cosmetics and Marc Jacobs fragrances reported a net revenue decline of 3% in Q2 FY2025.

Of Sephora’s 40 million loyalty members, roughly one-third will redeem their birthday gift each year. That makes it an enticing opportunity for not only consumers, but also for participating brands to acquire new customers and for Sephora to establish its dominance in the beauty retail landscape.

After reporting a 6% decline in net sales for the second quarter of fiscal year 2025, the beauty conglomerate announced its "Beauty Reimagined" plan to reestablish focus on the consumer. Those plans come with the loss of thousands of jobs across the globe.

Capturing the growing zeitgeist for sports and beauty partnerships, the drugstore makeup brand will host a New Orleans pop-up in advance of Sunday’s Super Bowl. The multi-day event is part of a larger strategy from Revlon to tap into cultural moments through social listening.

Even following the temporary TikTok blackout, consumers are shopping on the platform. But both its success and uncertain status have opened the door for other social shopping sites to emerge and showcased the importance of agility in adopting new platforms.