Seventeen-year-old Milani Cosmetics, which sells products like foundation, eyeshadow and brow products, is shifting to a direct-to-consumer approach for its product launches. For its latest products, released throughout December, it's opting to bypass the traditional media channels it's long used to announce product launches. Instead, it will bring the news...

A primary focus of the campaign — which includes paid and unpaid social media, in-store signage and offline events — is to reach men. Currently, men account for approximately 20% of the brand’s e-commerce sales and 15% of its Instagram audience.

Launched in 2012, Bite Beauty has five Bite Labs locations including Toronto and San Francisco and will expand to multiple locations in 2020. With 663,000 followers on Instagram, the brand is far behind Fenty’s 8.8 million followers. But it is the only Kendo property to have standalone stores, providing several...

On Tuesday, Athena Club is expanding beyond tampon subscriptions to offer 14 items across three categories, including razors, shaving cream, body lotion, multi-vitamins, probiotics, menstrual cups and pads. Athena Club is now integrating itself into categories populated by brands like Billie, Flamingo, Lola and Hers.

The new beauty event, called The Lineup will be held in Los Angeles from Dec. 12 and 15. Who What Wear editors were tasked with deciding which brands would be included in the event. It is an unpaid opportunity for the participating brands, with the exception of Dyson which is...

Following a rebrand in February 2018 to focus on younger shoppers and mass markets, skin-care brand Bliss Skincare determined it needed to better understand this new customer demographic and how to engage with them.

A little over a year after Fusion Brands rebranded to Clean Beauty Collective in October 2018, the company has finished its transition and is now looking to carve out a name for itself within the clean beauty category. During the course of the past 12 months, the brand has seen...

In a marketing environment in which reaching women between 18 and 35 has become more expensive, dating apps are viewed as a relatively untapped opportunity for beauty brands.

2019 has seen the establishment of hyper-niche categories such as skincare for Gen Z and clean hair care, but beauty products for menopausal women represent a particularly large lucrative category.