Calling retinol a trend wouldn’t be quite right. The ingredient has been dermatologists’ favorite thing (aside from SPF) for decades. Still, it does seem to be having a moment. A combination of factors seems to be contributing. There’s social media, which has democratized access to information, not to mention the...

Since her brand Item Beauty launched in August 2020, Addison Rae, 21, has only put a larger stamp on the beauty industry. In celebration of her latest beauty endeavor, we caught up with Rae — and got a peek inside her DMs. 

A new generation of brands, many of which launched DTC, are aiming to reposition the wellness category as younger, more affordable, less intimidating and more fun. And, as evidenced by pick up from mass, national retailers like Target and Walmart, they're succeeding.

Beauty brands are still learning to navigate TikTok, but if there’s one “playbook” that's proven successful, it's the music-driven campaign, embraced by the likes of E.l.f. For Essence Makeup’s first TikTok campaign, it enlisted creative agency Movers + Shakers to help build a music-driven campaign, dubbed #unoriginalsongs.

Thousands of influencers serve as walking, talking billboards for brands that are aligned with their interests, aesthetics and followers. The result? Their followers want to know what’s up. The combined effect of the rise of influencers, influencer marketing and an entirely digitally native generation is that normal people, aka consumers,...

There's a good chance you've never heard of Edikted, but Gen Z clearly has. The #edikted hashtag has 183.6 million views on TikTok, though the brand is just a year old. So, what's driving the buzz? And is it just another fast-fashion brand? 

Deodorant used to be simple. Now, there are formulas as advanced as skin care for the face, not to mention additional underarm products made to care for the area's uniquely sensitive skin. The underarm can now have its own skin-care routine.

Every year, a new crop of creators finds internet stardom. And who better to ask who we should keep our eye on than those already making products that sell out and videos that go viral?

In September, as Harry Styles kicked off his tour, dubbed “Love On Tour,” online styling service Stitch Fix saw a 160% year-over-year spike in customer requests related to the tour or inspired by the singer’s eclectic look. Styles, who is a face of Gucci, was famously featured on the cover...