Just a couple years ago, creatine was best known as a chalky powder consumed by gym bros looking to bulk up. But according to experts, the supplement's hyper-masculine reputation is ill-fitting — in fact, many are recommending it to women.

When TooFaced launched its famed Better Than Sex mascara in 2013, it "changed the entire trajectory of the brand," according to Somer Tejwani, svp and global gm. The volumizing mascara is now the No. 1 mascara in the U.S., according to Circana.

K-Beauty skin care has now made its way onto the top shelves of beauty aficionados around the country — and has led to many Korean brands earning coveted shelf space at Sephora, Ulta Beauty and Target just in the last few months. So, as the country's exports become widely embraced,...

Kathryn Winokur launched Hally Hair in 2021 after working for companies including PepsiCo and Dove. From engineering college partnerships to hosting a trip for Alabama sorority girls, the brand has succeeded by keeping its finger on the pulse and remaining deeply entrenched in youth culture. Its latest move is a...

Mikayla Nogueira first burst onto the beauty scene through TikTokers' FYPs in 2020 — her thick Boston accent and unapologetically glam makeup rapidly earned her 16.3 million followers on the platform. This week, on Tuesday at 12 p.m. EST, Nogueira announced her unsurprising evolution from influencer to founder. Her beauty...

Living Proof's recent brand campaigns have relied on star power supplied by Lily Collins or Paris Hilton. Its latest, however, takes a bit of a different approach, casting three creators to introduce the brand's newly reformulated shampoos and conditioners. The new hair wash products rely on "Sili-Clone," which was designed...

Friday's announcement that E.l.f. Cosmetics is joining the National Women’s Soccer League as its first-ever beauty sponsor marks a first for the League, but not for E.l.f., which has been collaborating with the world of sports for the past five years.

Over the past year, Substack, which houses content reminiscent of old-school blogs, has become the place to be — for the fashion community, former editors, all kinds of creators and, now, brand founders. While brands struggle to find their place on the platform, be it as advertisers or publishers, founders...

It's a tough time to vie for the attention of Gen Z, a notoriously fickle demographic whose shopping habits are often swayed by whatever brand gets a lucky break on TikTok. So, Neutrogena, which is 95 years old, is trying some new strategies.