The brands making ‘wellness’ more accessible 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.
Essence Makeup teams with Movers + Shakers for its first TikTok campaign 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.
Glossy Pop Newsletter: The Prada Christmas ornaments and how marketing strategy went mainstream 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,...
Meet Edikted, Gen Z’s new favorite brand 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?
How armpits became a skin-care category 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.
Who to follow in 2022, according to Tinx, Mikayla and Hyram 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?
Why Harry Styles was 2021’s ultimate style icon 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...
The fashion and beauty products that made the most impact in 2021 With viral moments happening every week and industry-wide conversations bubbling into the zeitgeist almost as quickly, Glossy pinpointed the top-five most important moments in both beauty and fashion.
In The DMs with supermodel Kaia Gerber Being a supermodel in Kaia Gerber's blood — after all, her mom is Cindy Crawford. The 20-year-old model (and the spitting image of her mother) is a face of YSL Beauty, as well as a new product from the brand that's set to be announced in January. While she loves...