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Section: Brands & Products > Color Cosmetics

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.

Sacheu is initiating its first-ever in-store launch of its full cosmetics range online at Ulta.com, followed by a rollout at 700 stores.

Ulta Beauty Expands Its Glow: Welcoming The Inkey List and Sacheu to Elevate Skin Care and Makeup for All

"Our motto is NO BS, just better skin," said The Inkey List co-founder, Colette Laxton.

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.

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.

Nicola Formichet, who previously served as Diesel's artistic director and has collaborated often with Lady Gaga, has been named the global creative director of The Estée Lauder Companies' M·A·C Cosmetics.

Frequent Lady Gaga Collaborator Nicola Formichetti Appointed Global Creative Director of M·A·C Cosmetics

The Estée Lauder Companies' Q3 fiscal 2025 results showed that makeup net sales decreased 7%, with M·A·C's unfavorable launch timing being a critical drag on results.

Current trends inspired from TikTok trends include glossy lips, peel-off lip stains, and Y2K vibes with bold liners and shimmer shadows.

The Rise of 2000s Makeup and Juicy Lips: TikTok-Driven Beauty Trends

2000s makeup and juicy lips are dominating beauty trends, driven by TikTok's massive engagement. From frosted eyeshadows to glossy finishes, brands can capitalize on these nostalgic looks with creative content and must-have products.

Leonora Eckley, account director, FMCG, Luxury, and Beauty at CARMA, says, “It’s really interesting to see how products like Maybelline’s Sky High Mascara have exploded in popularity, almost entirely thanks to TikTok.'

Maybelline’s Sky High Mascara Success Owed To Social Media Influencer Power

Maybelline’s viral Lash Sensational Sky High Mascara boosted the brand’s media mentions by 124% over the past year, according to a new report by media intelligence consultancy CARMA.

Circana points out that Gen Z comprises ¼ of makeup users; these shoppers are prone to treating themselves with makeup.

Makeup 2025: Skin Care & Indulgent Fun (+2024 Sales)

Circana points out that Gen Z comprises ¼ of makeup users; these shoppers are prone to treating themselves with makeup.

The rise in GLP-1 drug usage, such as Ozempic, is influencing beauty sales in notable ways. According to Circana data, individuals using these medications—for diabetes, weight loss, or other purposes—purchase women’s fragrances, hair stylers, skin care products, and lip cosmetics at significantly higher rates during their first year on the drugs compared to their pre-medication habits.

Beauty & Wellness in the Ozempic Era

The rise in GLP-1 drug usage, such as Ozempic, is influencing beauty sales in notable ways.

Fragrance sales continued to grow robustly in 2024, driven by both value and a desire for high quality.

2024 Beauty Sales Point to a Prestige-Masstige Growth Cycle Through 2027

Overall prestige beauty sales are expected to increase 5% year-over-year in 2025, with growth slowing to 4% for 2026 and 3% in 2027.

A little treat? Keep track of food and flavor trends to fuel marketing and product innovation.

Beauty & the Joy Economy

From little treats to gourmand notes, every beauty category can feed into consumers' hunger for fun, happiness and less stress.

Who made the list? A mix of up-and-comers and industry stalwarts.

Top 25 Emerging DTC Beauty Brands Revealed by Charm

The ranking is based on the Charm Growth Score, which evaluates growth through factors like social media engagement and website traffic.

Holistic wellness and body care are two of the hottest categories in the greater beauty space. During Beauty Accelerate's, Sakara Life x MAËLYS: Category-defining Buzz Brands, two experts—Tierney Wilson, CMO of Sakara (right), and Jessie Reder, SVP of product development and regulatory at MAËLYS (left)—will sit down to discuss the keys to their brands' category-defining successes and address questions from a live audience.

From Holistic Wellness to Body Care Innovation: Lessons from Sakara Life and MAËLYS [PROGRAM UPDATE]

This will be a rare opportunity for attendees to hear directly from two buzzy brands that can offer insights for R&D and marketing innovation at any scale.

The campaign features heartfelt anecdotes from Laura Geller herself (center), alongside inspiring female founders who share their own aging journeys.

Celebrating Aging with Confidence: Laura Geller Beauty’s ‘Who Hasn’t?’ Campaign and Ulta Relaunch

At Beauty Accelerate 2025, thought leader Laura Geller, founder of her namesake beauty brand, and Sarah Kugelman, founder of All Golden, will join forces to shed light on the potential of the Gen X market.

Adobe Stock 1080692764 Editorial Use Only

Sephora's 2025 Accelerate Incubator Program Announces Cohorts

All 2025 Accelerate participants applied to the program in Fall 2024. Eligible applicants were required to be at least 18 years old, have a North American-incorporated company, and be in the early stages of development.

'How to get glass skin' was a top Google search in 2024, proving that the trend has staying power. Other key searches included acne treatments and dry brush techniques.

2024-2025 Skin, Hair, Nail & Makeup Trends: Pinterest's Predictions & Google Searches

In nails, Pinterest flagged a 65% jump in pins for sea-inspired looks, as well as a 35% uptick in matching nail looks for couples.

Paris Hilton's 11:11 Media is teaming up with Guthy-Renker to launch a new venture within the beauty and wellness industry.

Paris Hilton's 11:11 Media Partners with Guthy-Renker, 11:11 Beauty is Born

Paris Hilton's 11:11 Media is teaming up with Guthy-Renker to bring a new celebrity-baked beauty brand to the market with 11:11 Beauty.

Mass makeup took a hit in 2024 through September, but the lip boom could not be stopped.

The State of Beauty, 2024-2025: Top Growth Sectors & Holiday/Q4 Forecast

“Prestige beauty epitomizes the indulgence in little luxuries and acts as an indicator of the consumer mindset for the beauty industry overall,” says Larissa Jensen, global beauty industry advisor at Circana.

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