Tenoverten’s new collaboration strategy focuses on female athletes and creatives When Tenoverten opened in 2014 in Tribeca, it was strictly a nail salon. Within its first year, however, it began to develop products — "clean" nail polishes, to fill a need in its service-based business. It started with just six colors. Partnerships soon followed.
Rare Beauty looks to Ty Haney’s TYB platform to scale its community Before Rare Beauty launched its first product and became the liquid-blush juggernaut it is today, it was hosting Zoom chats. During the pandemic, based on social listening data, it invited top-engaged community members to participate. The group rallied around a brand they knew little about, based on one common, passionate...
Glossy Pop Newsletter: How Alo’s Sherpa became a cult-favorite franchise Though Alo Yoga is most typically associated with leggings and sports bras, the 16-year-old brand has been making its viral sherpa coats and jackets since 2014. On its website, it promotes a dedicated "Sherpa Shop" where 33 products can be found in the fabric, which is a faux sherpa. The...
Glossy Pop Newsletter: How Set Active makes Black Friday a month-long community event Each year since its inception, Set Active has extended Black Friday. Its sale now runs throughout the month of November. Of course, Black Friday sales across the retail landscape have been growing longer, at the same time. But it's the way Set markets its sale, by creating a universe of...
Pritika Swarup on using her Prakti beauty brand to mainstream Ayurveda Pritika Swarup has built a large following, thanks, in part, to her successful career as a model. A graduate of Columbia Business School, Swarup founded her skin-care brand, Prakti, in 2021. It was designed to blend Ayurvedic tradition with modern skin-care ingredients. It soft-launched with one product, an exfoliating powder.
Alix Earle, Creator and Podcaster | Glossy 50 2023 Has anyone had a crazier year than Alix Earle? The 22-year-old TikTok star and podcaster started rapidly amassing followers in January 2023. That was largely thanks to her relatability while taking followers along for the ride as she got ready for nights out as a University of Miami senior. Her...
Kyle Leahy, Glossier | Glossy 50 2023 Since Kyle Leahy took the helm as CEO, Glossier has sped up the cadence of its new launches — now every 4-6 weeks, versus 10 weeks. In addition, it’s embarked on its first national college tour, launched a foundation through a second partnership with the WNBA, reopened its Soho flagship...
Kathryn Winokur, Hally Hair | Glossy 50 2023 Despite being less than 3 years old, Hally has managed to insert itself into youth culture by taking a diversified approach to connecting with college-age students. In February, it became the first beauty brand to officially collaborate with universities on a beauty product. It’s also built an ambassador program of...
Natasha Haubrich, Neutrogena | Glossy 50 2023 Neutrogena spent 2023 focusing on what it does best: “making science simple and accessible to everyone,” said Natasha McClean Haubrich, the brand’s head of equity and strategy. It’s done so with bold campaigns and activations.