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The Hero Playbook: How Beauty Leaders Balance Iconic Staples with High-Impact Innovation

Fourteen conversations with beauty leaders reveal how to protect and renovate core bestsellers, engineer clinical efficacy, build genuine cultural equity, and turn single-product hits into enduring multi-category franchises.

OLAPLEX Shape Set Hairspray bottles in silver metallic cans with black caps arranged in a product display

Olaplex Shape Set Hairspray Eliminates the Hold vs. Hair Health Tradeoff

Ulta Beauty shopping bag with skincare products, wallet, and cash on dark green background

DRMTLGY Launches at Ulta Beauty

DRMTLGY's launch will include an assortment of 13 of its most-loved formulas.

EcoPep’s formulation enables it to be a potent ingredient for skin care products. According to the company, its revitalizing properties work at the cellular level.

Oat Cosmetics Launches EcoPep

EcoPep by Oat Cosmetics is a sustainable natural peptide with reportedly 90–95% purity, developed using eco-friendly biotechnology to support skin firmness, elasticity, and revitalization.

Is Rhode Headed for a $1B Sale?

Per Reuters, "Bieber is exploring a sale of her makeup brand Rhode that could be worth more than $1 billion."

Texture of the new peptide lip booster

Alchimie Forever Launches Peptide Lip Booster, Expanding Beyond Skin Care

Alchimie Forever expands into lip care with its new Peptide Lip Booster, a dermatologist-developed product designed to hydrate, plump, and reduce fine lines.

Described as perfect for beauty brands and marketers aiming to stay ahead, these products highlight the future of multitasking skin care.

Cohere Beauty Unveils 9 Advanced Skin Care Innovations

Designed to address a wide range of skin concerns, each product pairs targeted ingredients with advanced formulations to deliver high-performance results. From deep-cleansing solutions to age-defying treatments, here’s a closer look.

In January 2025, when Target announced the introduction of more than 2,000 accessibly priced wellness products at its stores, the retailer highlighted the addition of Being Frenshe, an approachable wellness line by Ashley Tisdale.

How Maesa Fills the Gap Between Masstige and High-end Luxury (Brand-building Secrets)

Maesa's Q1 2025 launches, including Being Frenshe, Fine'ry, and Kristin Ess+, showcase the beauty incubator's expertise in delivering premium-quality products at affordable prices, perfectly aligning with consumer demand.

One of Maesa's incubator brands, Kristin Ess Hair, has just launched Kristin Ess+ at Target, a peptide-based hair care solution.

Maesa Leans Into Its Incubator Brands as Kristin Ess+ Lands at Target

Kristin Ess+ features peptides for bond repair and color protection.

Bliss is tackling aging with a playful twist. Known for its self-care products, Bliss is reconnecting with its original audience—elder millennials and Gen X—with a new campaign featuring comedian Iliza Shlesinger.

How Bliss and Laura Geller Beauty Are Redefining Beauty Standards for Women Over 40

These iconic brands are not only reshaping the narrative around aging, but also making beauty more inclusive and empowering for women 40 and beyond.

woman turned looking over shoulder soft bob haircut

Top 14 Macro Trends for Beauty Innovation in 2025 and Beyond

The fourth quarter of 2024 was jam-packed with events — and ideas to spark beauty innovation. Here, we've grouped them into 14 macro trends we see for beauty innovation in 2025 and beyond. Brief notes, buzzwords and "honorable mentions" also are included.

StriVectin's TL Peptight Face Lift Serum Heralds the Medical-ization of Beauty

Taking cues from medical aesthetics, this new "face lift in a bottle" offers non-surgical results for menopausal skin.

OneSkin cofounders (from left to right): Juliana Carvalho, Ph.D., Carolina Reis de Oliveira, Ph.D., Alessandra Zonari, Ph.D., Mariana Boroni, Ph.D. and the director of products, Lear Brace, Ph.D.

Longevity Skin Care Gets a Boost with OneSkin Investment Round

The new funding will, unsurprisingly, be applied toward the brand's next phase of growth, including formula R&D, new hiring and expansion into new sales channels.

Sol de Janeiro's new Cheirosa 76 Perfume Mist ($25) is debuting DTC and online at Ulta and Sephora.

Sarah Creal Lands at Sephora, Sol de Janeiro Drops Cheirosa 76 Perfume Mist at Sephora and Ulta, The Rootist Brings Hair Loss Serum at Sephora: Beauty Retail Rundown

"Women 40-plus have been overlooked by the beauty industry long enough—I should know: I've spent 30 years creating products and brands designed for women in their 20s and 30s," says founder and CEO Sarah Creal.

The mask features the biotech-derived Lobie Peptide, which comprises 123 amino acids to support polypeptide chains and disulfide bonds damaged by bleaching, coloring, chemical treatments and heat styling.

Lobie's New Peptide Leave In Mask Leverages Biotech for Textured Hair Care

The mask features the biotech-derived Lobie Peptide, which comprises 123 amino acids to support polypeptide chains and disulfide bonds damaged by bleaching, coloring, chemical treatments and heat styling.

Eighth Day's New CEO, Savannah Sachs, Discusses Her Top Priorities

“I am so excited to join Dr. Tony and Eighth Day–it is truly a privilege,” says Sachs. “I thrive in the growth stage, building from the ground up, and there is so much opportunity here to bring his vision to life.”

A study from the University of Minho revealed that designing peptides with small molecular weights and high affinity to hair keratin could interact with and reinforce keratin properties when supported by surfactants to help increase the penetration of peptides into the cortex.

K18 Granted Patent for Hair Fiber-penetrating Peptides

San Francisco-based indie brand K18 has been awarded a patent for peptides that can penetrate the hair fiber to improve its strength and hydrophobicity, and that have more affinity to hair keratin than previously developed peptides.

Net sales for the skin care segment in Q2 were $2,382 million, as compared to $3,159 million in the previous year.

The Estée Lauder Companies Q2 2023 Net Sales Decline 17%

Net sales for Q2 were $4.62 billion, as compared to $5.54 billion in the previous year.