As consumers started holiday shopping earlier and were more willing to walk into physical stores, online beauty shopping subsided over the holiday weekend.

In June, Tara Poseley oversaw Paula Choice’s acquisition by Unilever. Also this year, she widened the brand’s retail presence into Sephora in the U.S. and Douglas in Germany, with plans to expand into more countries.

According to Pharrell Williams, “the idea [of Humanrace] is to create products that are necessary, useful and beautiful to help guide our daily practice.” Most recently, it branched into body care. This came after it moved into apparel this summer.

Beauty shopping app Supergreat founder Tyler Faux is bullish on the future of livestream shopping. His platform onboards 6-8 official brand partners every month, with names such as Ulta Beauty, MAC Cosmetics and ColourPop among those joining in 2021.

One year ago, Nyakio Grieco launched Thirteen Lune, the e-commerce platform focused on premium brands by a diverse range of founders. Already, the company is in the process of taking over Sephora’s spot at JCPenney.

With the largest chunk of Olaplex’s business coming from the professional channel, the brand had to make big changes to adapt to salon closures during the pandemic. JuE Wong quickly implemented an omnichannel strategy that’s paid off.

In April, Mielle Organics leveled up its expansion with an undisclosed investment of over $100 million from private equity firm Berkshire Partners. This year, it has also more than doubled its annual sales and distribution.

This year, with Myles McCormick steering the ship, Morphe parent company Forma Brands saw the launch of Ariana Grande’s R.E.M Beauty, continued its adaptation to a Gen Z audience, and entered multiple new categories.

Formerly the editor-in-chief of Marie Claire, Aya Kanai brings her editorial eye to Pinterest. Since joining the company in September 2020, she has bolstered its beauty and fashion creator presence by driving a wave of new features.