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Section: Brands & Products > Devices/Tech

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.

“Generative AI is bringing digital intelligence and agility to enterprises,' said Azita Martin, vice president and general manager retail and CPG, Nvidia.

Can L’Oréal and Nvidia Revolutionize Beauty with AI?

“Our focus is to drive unparalleled consumer engagement, with both creativity and technology, as transformative technologies such as gen AI and agentic AI redefine our consumer expectations."

Cecilia Gates, CEO, GATES Creative Agency

How TikTok and Social Platforms Are Transforming Brand Strategies: Q&A with Cecilia Gates, CEO of GATES Creative

Discover how platforms like TikTok are reshaping beauty marketing with insights from Cecilia Gates, CEO of GATES Creative. Explore trends, influencer collaborations, and AI-driven strategies for deeper consumer engagement.

NielsenIQ data shows that Gen Z is prone to shopping at Sephora, Ulta, Target and TikTok, but not at department stores, while millennials tend toward Sephora, Target and Amazon.

TikTok & Amazon Are Rapidly Reshaping Beauty Retail. Brands Need to Be Ready.

Within specialty stores, Ulta has been hit by growth at Sephora, including its Kohl’s shop-in-shops, per NielsenIQ data.

From chart-topping celebrities to niche creators, here are the key influencers you need to follow next year based on their Visibility + Impact × Trust (VIT) scores—a metric developed by Traackr to quantify their influence across platforms.

Top Beauty Influencers to Watch in 2025

The Visibility + Impact × Trust (VIT) score, developed by Traackr’s Data Science team, measures an influencer’s performance. It factors in visibility (reach and impressions), the impact of the content (engagement and creativity), and the trust they build.

SkinGPT can visually generate and predict what effects certain external factors, like UV exposure, active ingredients or skin care products, will have on a consumer's skin over time.

Haut.AI’s SkinGPT and Interactive 'Generative Skin' Technology + Q&A with Founder/CEO Anastasia Georgievskaya

Haut.AI, in collaboration with ULTA Beauty, has announced the commercial launch of its advanced SkinGPT and GenerativeSkin technologies. These innovative solutions represent a significant advancement in beauty and skin care technology.

Beauty influencers have had a significant impact on the beauty industry, especially after the launch of TikTok shop.

What’s Driving Beauty & Personal Care Growth in 2025?

Beauty consumers are seeking natural ingredients, personalized experiences, and sustainable solutions. With the rise of AI and social media, the U.S. beauty market is poised for explosive growth, reaching an estimated $104.10 billion in 2025.

Influencer speaking to phone with ring light.

These Are the Top 15 TikTok Shops in Beauty

Revenue trends, top-selling products and more are revealed in Charm.IO's latest report.

Three MaquillAR projects: 1. AR effect for Valde Beauty; 2. AR effect for Val Garland, model: Fallon Havanna; 3. AR effect for Submission Beauty, model and founder: Zenia Jaeger.

Beauty’s Augmented Reality Future

The AR renaissance is delivering real brand value and increasingly complex and imaginative projects.

Consumers are testing the limits of beauty innovation like never before, demanding elevated value, efficacy, sustainability and experiences, from product to branding and packaging to marketing and social engagement.

Global Cosmetic Industry Reveals 2025 Beauty Themes

From skin and hair health to emerging technologies and manufacturing trends to the latest packaging and ingredient innovations, 2025's information agenda will equip brands to compete in a dynamic, competitive marketplace.

According to Euromonitor International’s Voice of Consumer, Beauty Survey 2023, Chinese beauty consumers embrace beauty devices at a higher rate than the global average. Electric facial toners, for example, were used at home by almost 17% of Chinese beauty consumers—up from 13% in 2020.

Lessons from China’s Beauty Tech Market

Overall market competition will gradually shift from marketing and price competition to product innovation and scientific validation.

'The pace and sheer amount of trends on TikTok can be overwhelming and this often leads brands to confuse something that is ‘trending’ for a ‘trend,'' says Clare Varga, director of beauty at WGSN. 'Because WGSN forecasts trends rather than track them, and can contextualize them within macro trends, we’re able to distinguish between the two and cut out the noise and identify the trends that matter.'

WGSN's TikTok Analytics Platform Sorts Out the Social Media Chaos

WGSN believes that trends on TikTok aren't as ephemeral and out-of-the-blue as they may seem. Often, they signal a broader movement in the culture.

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