After Independent Testing Discovers Purito’s Mistaken SPF Claim, How Can Sun Care Brands Regain Consumers’ Trust?

Gushing about K-Beauty brand Purito’s Centella Green Level Unscented Sun SPF 50+ in Business Insider, reporter Alison Barretta wrote, “When I use it, I’m often able to skip moisturizer and makeup because it makes my complexion...

Early Sales, E-Commerce And Self-Care Boosted Indie Beauty Brands On Black Friday And Cyber Monday

A confluence of rising online sales, an area of strength for emerging companies, and an earlier kickoff to holiday shopping promotions paid off for indie beauty on Black Friday and Cyber Monday. With more people at home and...

Moving On From J.C. Penney, Sephora Will Open Shops Inside Kohl’s Locations

The beauty retail landscape is being reshaped by marriages between major chains. Less than a month after the revelation that Ulta Beauty will open more than 100 in-store formats at Target locations in the fall of next year...

What’s It Going To Take To Turn Around The Makeup Category?

The numbers are staggering. Prestige color cosmetics sales plummeted 31% to $1.4 billion in the third quarter of 2020, according to The NPD Group. With the exception of nail products, which were aided by the closing of...

Has The Beauty Industry Reached Peak Incubator?

Before releasing The Ordinary in 2016, the brand that changed skincare with affordable, ingredient-centered products, parent company Deciem had developed at least a dozen brands. Named for the Latin word for “tenth,” founder Brandon Truaxe steered it...

How Indie Beauty Brands Are Celebrating Diwali—And Inviting Everyone To Join In

As brands inspired by Indian beauty or I-Beauty multiply, the traditions that inform it are increasingly becoming part of the conversation in the beauty industry outside of India. Holiday traditions, of course, are important facets of cultures around...