Today's marketing landscape is somewhat unpredictable. Though brands have been told that Instagram is all but dead in the water and to pivot all their efforts to TikTok, body-care brand Soft Services recently found an exception through an influencer and her very successful Instagram Reels post.

It feels like almost every day beauty brands accuse one another of copying, whether it's a font, a color scheme, a logo, an ingredient list or a product name. Estée Laundry, the self-described beauty collective with 199,000 followers on Instagram, will often ask its followers their opinions on copycats in...

On Thursday, pop star Troye Sivan also joined the YSL Beauty family. Men are increasingly present in the beauty space: In February, Kayvon Thibodeaux inked a deal with Starface, and Harry Styles, Machine Gun Kelly and Lil Yachty all have their own brands. But men in the makeup space has...

Though fragrance is not inherently gendered, it has been marketed as such for most of our lifetimes. But Boy Smells is part of a new school of queer-owned brands seeking to break the binary. For Pride, the brand released a new campaign called "Nurture Your Nature" on June 8. It...

"This trip happened because I was tired of seeing plus-size influencers being excluded from brand trips,” said TikTok creator Moe Black of a June trip she spearheaded to Miami. After working to find a sponsor, Black and 12 other plus-size influencers traveled to Miami courtesy of Finesse, an AI-powered, venture-backed...

"With all of our makeup, I'm always going to be looking for areas of improvement. There are new technologies and new ingredients. You always have to be working with manufacturers to find out, 'If I were to tweak this and make it 1% better, what would I do?'"

Ulta Beauty's marketing team can sit back and relax for a moment. On TikTok, customers and fans have taken to educating one another on how to make the most of the retailer's famous Ultamate Rewards program.

Dr. Whitney Bowe revels in the opportunity to democratize skin-care advice. Having had to limit the number of patients she sees at her bustling Connecticut practice, due to demand, she wanted to find another way to educate people. While social media has been one medium she's leveraged -- she has...

Once, a unique ingredient told consumers if a brand brought something new to the table — think: an Australian plum with the highest concentration of vitamin C around or a retinol formulated to be the least irritating. To a new school of brands, however, the ingredient itself is only half the...