Expert Dialogue
Coming Stateside: International Beauty Brands Dish On US Expansion Strategies
Breaking into the largest beauty market in the world can be a risky proposition for many international brands. Characterized by its sheer size as well as a highly segmented distribution landscape and demanding customer base, achieving...
Leading Beauty Marketers On The Limits Of Performance Marketing
For beauty marketers, the struggle of figuring out when to push short-term results or focus on long-term brand building is real. “Sometimes one of the things that you’ll want to do might not have...
Why Biotechnology Is Helpful, But Not Enough To Differentiate Beauty Brands
Beauty brands are increasingly leaning into biotechnology to distinguish their products and positioning as consumers demand performance over puffery, but many beauty industry insiders caution that biotechnology alone isn’t enough to carry brands in a competitive...
How Today’s Makeup Brands Can Transcend Trends To Be Tomorrow’s Makeup Leaders
The number of makeup brands looking to sell—Rare Beauty, Makeup By Mario, Kosas, Jane Iredale, Glossier and Merit among them—has been growing, but parties interested in buying them don’t seem to be, and it’s...
Beauty Industry Insiders Highlight 10 Underappreciated Tactics Of Skillful Beauty Brands On The Cusp Of Greater Scale
No beauty entrepreneur creates a brand in a silo. The forces of change in the beauty industry—consumer caution, gen alpha’s influence, retail consolidation and an omnichannel advertising environment are a few of the latest—molds a brand...
Nopalera Founder Sandra Velasquez On How To Build A Status Lifestyle Brand
When Nopalera extends to haircare next week, it will be another step on its path to building a lifestyle brand. The Latina-owned premium bath and body care brand is coming out with cactus-shaped...
