With Alicia Keys, Jennifer Aniston, Gwyneth Paltrow and Emma Stone among its fans, fitness guru Taryn Toomey’s mindfulness-oriented workout brand The Class has found a home in L.A. 

Beauty brands owned by L'Oréal Group and Procter & Gamble, as well as Selena Gomez’s Rare Beauty, are making their way onto rising platform BeReal. And you’re far more likely to see a lo-fi photo of their employees’ apartments or laptop screens than a professional ad campaign. 

Amid talk of a looming recession in the U.S., L'Oréal USA CEO David Greenberg said that beauty remains a strong category for growth. 

After three disrupted school years in a row, a return to normalcy means back-to-school shopping is back. As a result, brands are pulling out all the stops to market school supplies, fashion, and, increasingly, beauty. 

The opening of L'Oréal Group’s new California headquarters this week marks a milestone in L.A.’s emergence as a global beauty capital.

On Friday, Ranavat announced its expansion from online to Sephora in-store with over 250 locations nationwide. 

From sponsoring esports tournaments to running promos with Twitch streamers, beauty brands have recognized the opportunity for marketing to die-hard gamers. Now, Maybelline is getting in on the action with a different audience in mind: the casual gamer.

For beauty brands using Shopify, a direct connection between checkout and influencer promotions is the latest development in the transformation of influencers into retailers.

As sunscreen becomes a contentious issue online, a growing number of science-focused influencers, as well as sunscreen brands, have been taking to social media with myth-busting content.