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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.

Decorté Liposome Advanced skincare collection with Ulta Beauty partnership, featuring purple bottles and jar on lavender background

Japanese Skin Care Expands in US Retailers

DECORTÉ, a Japanese prestige beauty brand, announced the launch of its signature Liposome skincare collection in 400 Ulta Beauty stores nationwide on Nov. 2nd.

Hands dispensing BEIIN skincare product from pump bottle in bathroom setting

Behind BEIIN’s Retail Partnership with Credo Beauty

BEIIN founder Leah Kirpalani shares how the brand's retail launch played a part in its growth strategy and what this step means for the brand.

Cymbiotika supplement product line featuring seven colorful wellness formulas in teal, green, blue, magenta, navy, yellow, and orange packaging.

Cymbiotika Increases National Access With Walmart Expansion

Following its 2025 launch at Target and its launch in Whole Foods Market and Ulta earlier this year, it is clear the wellness company is headed in the right direction.

Person using smartphone mounted on gimbal stabilizer with video editing app displaying portrait footage

The TikTok Takeover: How an App Ate the Lunch of Beauty Retail’s Elite

Generating $1.58B in sales, TikTok Shop is a competitive threat forcing Amazon, Sephora, and Ulta to completely rewrite the rules of commerce.

Woman holding white smartphone displaying beauty product e-commerce site with pink cosmetics and discount offer

The Retail Insurance Rules Beauty Brands Can’t Ignore

"Rising insurance costs are changing how beauty brands operate in a pretty fundamental way."

La Roche-Posay retail display endcap at Walmart featuring skincare products and moisturizers

La Roche-Posay Expansion Retail for Access to Advanced Dermatological Skincare with In-Store Launch at Walmart Nationwide

Person with voluminous curly red hair smiling brightly, hand near face against lavender background

2026: The Year AI Decides Beauty’s Winners and Losers

"Leaders must view AI as a core operating capability for managing trend volatility, not a digital innovation project."

Assorted specialty beverages with colorful labels including purple, pink, brown, and green iced drinks in clear glasses

Clöud Café Launches as the First-Ever Coffee Brand Within Wellness by Ulta Beauty

The launch signifies a broader industry pivot in how retailers are approaching the the pressing intersection of wellness and beauty.

Two white spray bottles labeled 'Original Product' and 'Product Dupe' side by side on dark surface

Dupe Culture Meets the Courtroom

What the Benefit vs. e.l.f. mascara ruling reveals about the legal limits of beauty dupes.

Woman holding Cymbiotika liposomal supplement packets in teal, cream, and purple packaging

Ulta Beauty Pushes Deeper Into Wellness With Cymbiotika

In Q4 fiscal 2025, skin care and wellness grew to 24% of Ulta results, per the company.

Woman in white robe holding orange DUX beauty product backstage with makeup lights

The K-shaped Skin Care Market Playbook

As inflation fatigue, selective splurging and value-conscious upgrading converge, American beauty shoppers are no longer trading strictly up or down.

Perfume bottle with pink smoke against vibrant purple and red background

Indies Set the Pace, Conglomerates Hold the Shelf—2026 Lessons for Beauty

Conglomerates defend share, while indies drive upside.

The New Rules of Winning at Sephora—Category by Category

For brands operating in—or evaluating entry into—the Sephora channel, future growth will depend less on scale and more on clarity, restraint and strategic intent.

Professional woman in textured brown sweater and pearl necklace on city street

Menopause Goes Mainstream: Cara Kamenev, Stripes Beauty’s CEO, on a Bold Ulta Expansion

The launch also reflects a broader industry reckoning: women navigating menopause remain one of beauty’s most underserved consumer groups, despite their spending power and influence.

Woman leaning on tiled green wall next to skincare product jar

With Sincerely Yours and Pour Tous, the Gen Alpha Beauty Blitz Reaches Sephora and Amazon

Two recent brand launches turn up the heat on the competition in responsible skin care.

Two young women sitting on couch, one holding cardboard box, discussing package

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.

By optimizing packaging decisions and manufacturing, The Rootist managed to drastically grow its serum's size without passing costs to shoppers.

The Rootist is Relaunching a Serum at Sephora with 80% More Product—and No Price Increase. Here’s How.

The Rootist prioritized delivering more value to its loyal users by increasing the product size without passing on additional costs.