- Office hours with Michelle Lee, editor-in-chief of Allure
In Michelle Lee’s office, all-white furniture and floor-to-ceiling views of lower Manhattan are punctuated by orchids and roses in varying shades, bowls of brightly colored nail polish bottles and tinted glass bottles of perfume. It’s exactly where you’d envision the editor-in-chief of Allure spending her days.
- Confessions of a beauty influencer: ‘There’s still a huge gray area’
For most beauty-fiends who have a sizable following on YouTube or Instagram, making it on the world’s stage is a faraway dream, and the road to getting there isn’t all buzzy partnerships and glamour shots. For our latest confessions, in which we grant anonymity to someone in the industry to...
- Streetwear is heading into 2018 with an identity crisis
Fashion loves a subculture, and this year it was the streetwear scene that the industry couldn’t get enough of. But the result -- a slew of unexpected collaborations, investments and events that tied the two worlds together -- has left people wondering if streetwear is anything close to the subculture...
- Thirsty beauty brands attach themselves to YouTube star Huda Kattan
Founded by YouTube beauty star Huda Kattan in 2013, the brand has become such a force on Instagram (with 23.2 million followers) that outside brands are attaching themselves to it to drive engagement.
- Mass and indie brands are hopping aboard the genderless beauty movement
Following in the footsteps of fashion brands from Gucci to Asos, which have designed clothing to be worn across gendered lines, cosmetics and skincare companies are increasingly promoting the use of their products by all people, whether they’re male, female, transgender, or gender-nonconforming.
- How Deciem’s unusual social media voice built a cult following
Deciem, the skincare and makeup conglomerate known to fans as The Abnormal Beauty Company, has built a cultish following thanks to a social media presence that is unusually honest and rid of the marketing cliches that beauty brands are known for. Brandon Truaxe, who founded the company in Canada in...
- Estee Lauder is testing out an augmented reality app for employee training
The program, called “Estée Lauder Augmented Reality Training” was made in partnership with the tech company Perfect Corp and is available through Perfect Corp's YouCam makeup app. Thus far, that app has been strictly consumer-facing, partnering with brands like L’Oreal and Elizabeth Arden to facilitate virtual product try-on for shoppers.
- Inside the ‘masterclass’: How Instagram’s makeup artists are building a big events business offline
The masterclass model has become a particularly lucrative brand extension for hair and makeup artists whose star has risen in the last few years, thanks to exposure on social media platforms like Instagram and YouTube.
- Independent beauty brands took control of social media in 2017
That social media drives beauty trends isn’t news, but this year, the online conversation was dominated largely by independent beauty brands.