Kelli Anne Sewell is building a different kind of makeup artist-founded business There is a traditional path for successful makeup artists nowadays: Build up a roster of influential clients, accrue a following on social media, and start a brand of your own. But makeup artist Kelli Anne Sewell is taking a different approach.
Glossy 101: What’s the deal with UGC? As community becomes more important to brand building, more brands and marketers are coming to understand the importance of user-generated content. To simplify the concept, Glossy spoke to experts in the field, who explained everything from the basics of UGC to the ways and reasons UGC benefits brands today.
Glossy Pop Newsletter: What comes after a hero product? How InnBeauty Project is building on Extreme Cream’s success On February 4, InnBeauty Project threw a birthday party for its 1-year-old hero product, the Extreme Cream Anti-Aging, Firming & Lifting Refillable Moisturizer. Since it launched in February 2024, it has become Sephora's No. 3 best-selling moisturizer, according to industry sources.
How Katie Sturino is using an Instagram broadcast channel to launch products Katie Sturino has 806,000 followers on Instagram. Her 1-year-old Instagram broadcast channel, which she's named JUGs, standing for "just us girls," has 5,000 members. Sturino likened the members to her internet besties, noting that, "If you [as an Instagram follower] feel like we should be text friends, then become a...
Glossy Pop Newsletter: Chelsea Parke Kramer is surprised you want to wear her name on a sweatshirt, too Parke sells denim, including takes on the barrel trend and the dark-indigo straight-legged style, the latter of which is one of the most relevant of the season. But it is its mock neck sweatshirts ($125) that have nearly broken the internet time and time again.
Rocky Barnes joins Erin & Sara Foster in investing in Exponent Beauty Exponent Beauty, which hit the market in April 2022, has never done paid influencer partnerships. It does however, work with influencers, via bringing them in as investors. Sara and Erin Foster have been investors since the brand launched, preceding even the official launch of their early-stage fund, Oversubscribed Ventures. Now,...
Glossy Pop Newsletter: Inside Eos’s first Super Bowl campaign Eos, the mass-channel body-care brand once best-known for its spherical lip balms, is starting the year strong with its first-ever Super Bowl ad. It will air in nine key markets during the second quarter of the game, right before halftime.
Founder Jordan Samuel on launching less products Jordan Samuel, a former ballet dancer, launched his eponymous brand in 2013, with just two products. He has grown, since then, but remained small, which he calls, a "badge of honor." The brand is beloved by leading skin care influencers like Caroline Hirons. It is primarily DTC but is carried...
Exclusive: Dove’s Super Bowl ad focuses on keeping girls in sports For the second consecutive year, Dove is showing up at the Super Bowl, in support of its Body Confident Sport campaign. The over-50-year-old brand will air a 30-second spot on Sunday night designed to address the fact that almost half of girls drop out of sports before they reach age...