Charm.io report - February 2025

Feb 4th, 2025

Nutrire

Nutrire Takes Scalp-First Hair Wellness to Ulta Beauty

Ulta Beauty is framing the partnership around personalization and specialized hair care.

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Hair Care Legacy: Dippity Do's Journey to 60 Years

Dippity Do Celebrates 60 years of a thriving legacy with an innovative marketing campaign.

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Feel the Difference: ICONS America Soft-Touch In-Mold Label Tubes

ICONS America announces new IML innovation: luxurious soft-touch tubes. Achieve artwork that feels as luxurious as it looks. Available in striking combinations of gloss, matte, soft-touch & metallic finishes. Made-in-USA, recyclable mono PP, w/ PCR.

Coty noted that it grew Gucci Beauty revenue by more than 60% since 2019, driven by franchises including Gucci Flora, Bloom, Guilty and The Alchemist's Garden, positioning the transaction as a monetization of value it helped create.

Gucci Beauty Changes Hands Early: Coty Cashes Out as L’Oréal Secures a 50-Year Luxury Prize

Coty is trading future Gucci revenues for immediate cash to strengthen its balance sheet and concentrate resources on owned and priority prestige brands.

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OLAPLEX Launches o7 Shine Serum Oil Mist

Expanding its No. 7 franchise, Olaplex launches o7 Shine Serum Oil Mist, a 2-in-1 replenishing repair treatment for instantly healthier-looking hair with a boost of shine and hydration.

While influencers drive consumer excitement and feed AI recommendations, online sources that lead include Reddit, Who What Wear, Wikipedia, Sephora and Allure.

The Top Sites ChatGPT is Using for Beauty Recommendations

Reddit dominates as editorial and retail sites shape AI visibility. But that's not the whole story.

“What stands out in these findings is the clear convergence of digital and physical behaviors,” said Jacqueline Flam, managing director, beauty and health at NIQ. “Gen Alpha is highly fluent in AI and personalization, but they are using these tools to enhance discovery and build confidence, not to replace in-store experiences. For brands and retailers, this means creating connected journeys that link digital influence with real-world engagement.”

The Hybrid Generation: Why Gen Alpha Refuses to Choose Between AI and Stores

The future is interdependent by design, where AI, social discovery and physical retail form a single decision loop.

The positioning is familiar e.l.f. logic—high perceived value, aggressively accessible pricing, and a strong cultural halo built from its cosmetics and skin care businesses.

e.l.f. Dives Into Hair with Mass Entry, Prestige Play and a $6–$10 Disruption Bet in a Split Hair Market

Early hair test-and-learn drops reportedly saw 96% positive sentiment and high new-to-brand conversion

Luxury beauty brands desperately need new points of distribution, as traditional department stores increasingly fail to deliver true luxury experiences. The solution lies in infiltrating high-end, membership-based wellness spaces.

The New Alchemy: Why Longevity is Beauty’s Next Billion-Dollar Battleground

Brands must transition from being simple product providers to becoming indispensable, lifelong partners in a consumer’s personal growth and vitality.

TikTok has cemented its role as a discovery channel, and its influence on Amazon search rankings means that virality on one platform now directly monetizes on another.

Beauty’s Digital Reordering: TikTok Shop Surges as Amazon Holds, But No Longer Dominates Growth

With the launch of Beauty Crush Skincare, Karen Behnke appears to be betting that beauty consumers want something more than clean—they want clinically driven regenerative biotechnology.

From 'Juice In, Junk Out' to Exosomes: Karen Behnke's Beauty Crush Signals Clean Beauty's Next Chapter

If Juice Beauty helped establish clean beauty's first era, Beauty Crush offers a glimpse of what the category's next chapter may look like.