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Section: Consumers & Markets

Platforms like Amazon provide unmatched reach and convenience for early momentum.

From TikTok to Checkout, Viral Beauty Brands Are Transforming the Market

From 2023 to 2025, Amazon’s share of spend among viral beauty shoppers is projected to grow from under 70% to over 75%, while traditional retailers like Ulta and Sephora experience a gradual decline.

SPF-infused makeup, multifunctional K-beauty and more are lighting up consumers' feeds this summer.

SummerTok's Hottest Beauty Trends Include SPF Glow-Ups, TikTok-Famous Eyebrows and Skin-Loving Makeup Magic

Brands that tap into seasonal and longer-term consumer engagement can gain ground on even the most entrenched establishments.

A 30-year-old rule could give beauty brands some tariff relief out of Europe.

Does Beauty Have a Tariff Workaround?

Under the "First Sale" rule, companies involved in multi-tiered transactions can use the price paid in the initial sale.

While stress starts in the mind, it doesn’t stay there. Chronic stress can trigger an overproduction of cortisol—the body’s stress hormone—which compromises the skin barrier, increases inflammation and leads to visible concerns like acne, dullness and premature aging.

Built for Burnout: How Potion Tackles Stress-Smart Skin Care

In an age of overstimulation and chronic stress, people need skin care that keeps up with real life. The founder of Potion Skincare explains how she did just that.

Costco has become a go-to beauty hub for U.S. shoppers amid economic stresses.

Beauty on a Budget: How Consumers Are Redefining Glamor

In response to economic concerns, brands and retailers are expanding their focus on ingredient-driven, value-oriented products.

Which brands are likely to become M&A targets in 2025? A new report has some answers.

10 Realities of Beauty M&A in 2025: Sector Overlap, Portfolio Growth, Results-driven and More

Major players like L’Oreal and Unilever are expanding their portfolios through acquisitions of innovative beauty and personal care brands.

How OnlyFans and Unconventional Marketing Are Redefining Brand Strategies

Urban Decay's new "Battle the Bland" campaign has tapped Ariel "Ari" Kytsya, an adult content creator and TikTok star who has been a prominent creator on OnlyFans.

The Estée Lauder Companies Creates Chief Digital & Marketing Officer Role, Appoints Aude Gandon

Gandon will oversee global digital commerce and work with regional leadership to accelerate online growth.

Amid the review of the company, Kenvue has brought in Kirk Perry as interim CEO, succeeding Thibaut Mongon, who has also exited the company's board.

Will Kenvue Sell Beauty Brands?

The news follows reports that Coty is also exploring the sale of its prestige and consumer brands.

Celebrity's recent flaunting of their cosmetic treatments is potentially credited to the introduction of GLP-1 medications. Transformations suddenly became accessible, empowering and personalized. It introduced control over the way many wish to present themselves.

Perfect Is Out, Personal Is In: Celebrity Transparency Shaping Aesthetics—But Body Image Pressures Still Linger

Khloe Kardashian, Kylie Jenner, Megan Fox, and other celebrities are now openly discussing their cosmetic treatments, breaking the long-held taboo around transparency in beauty. Their influence has helped normalize aesthetic procedures, shaping consumer decisions.

Violette Serrat, founder of VIOLETTE_FR.

How Gen Z is Redefining Beauty Trends and Influencing the Cosmetic Industry

According to respondents, 35% of at-home users polish their nails on a weekly basis, with 27% polishing twice a month and 15% monthly (others polish less frequently).

Obsessed with Nail Care: A Timeless Consumer Beauty Favorite

Shoppers' favorite brands, habits and trends at home and in the salon.

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Navigating the Crossroads of Beauty and Technology: A Look at the Trends Shaping 2025

In 2025, the conversation is dominated by the undeniable rise of Artificial Intelligence and Beauty Technology.

Fragrance and joy (which are often interconnected) are driving growth in beauty in 2025.

What's Driving Resilience in the 2025 Beauty Market? Joy and Scent.

Circana's new "Eat Play Love" report highlights a desire for comforting and "nourishing" beauty products that offer "mini moments of bliss," as the company puts it.

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Insider Insights: How Are Beauty Industry Leaders Navigating Tariff Uncertainty?

The beauty industry is adapting to shifting tariffs by reevaluating supply chains, sourcing strategies and product development, while prioritizing flexibility, innovation and maintaining product quality.

Rituals presented by those aged 7-18 featured sunscreen just 26.2% of the time, included an average of 6 products (average total cost: $168) and highlighted actives that can be irritating to young skin.

Too Young, Too Harsh: TikTok Beauty Routines Often Irritate Young Skin [New Data]

Ingredients such as AHA turned up multiple times, per the researchers, who also found that young influencers sometimes complained on-camera of burning sensations on their skin.

'Latinas in Beauty is a 501(c)(3) nonprofit dedicated to advancing Latina representation and equity across the beauty industry—from founders to C-suite professionals,' says Perez.

Latinas in Beauty: Advancing Equity and Representation in the Beauty Industry

"Despite spending over $12 billion in 2024 and outspending peers by 30% on beauty products, Latinas represent less than 1% of C-suite leadership in beauty and founders receive less than 0.04% in funding," Perez explains.

Is the fragrance boom over? Not even close. Though growth wasn't as robust as the peak, scent has continued to perform well, led by value-focused offerings.

US Consumers Embrace Beauty in Uncertain Q1 2025

Notably, all prestige beauty categories experienced growth in March, offering some silver lining for the sector.

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