E.l.f. Beauty’s “Mean Girls” Product Placement Is Getting Dragged On Social Media. How Could It Have Done Better?

“Mean Girls” viewers are calling out E.l.f. Beauty’s product placement as very un-fetch. Compared to the 2004 blockbuster and subsequent musical it’s based on, the recently released movie musical dials up the brand integration and sprinkles...

Decoding Amazon Success: A Guide For Beauty Brands In 2024

More than 60% of American consumers’ product searches begin on Amazon, according to market analytics firm Jungle Scout, and more than 310 million active customers worldwide shop on the platform, 80% of them in the United...

Wellness And Beauty Brands Are Increasingly Creating Products For People With PCOS Seeking Solutions Outside Of Traditional Healthcare

Alisa Vitti, founder of Flo Living, suffered from polycystic ovary syndrome (PCOS) from ages 12 to 22. Due to the condition, which is associated with high levels of the hormone androgen, she had no menstrual cycle...

Sephora Is Being Compared To Claire’s. Should It Do Anything About It?

Sephora is being compared to Claire’s on TikTok due to tweens and teens, whose behavior is being slammed on the platform, flocking to it for brands like Drunk Elephant, Glow Recipe, Sol de Janeiro...

Big Wins Indie Beauty Brands Scored Last Year—And Ones They Hope To Score This Year

Last year, much of the news in the indie beauty world was a downer, so we thought it might be worthwhile to share some good news. So, for the latest edition of our ongoing series posing questions relevant...

Anna Priadka Closed Refillable Beauty Brand Fiils Last Year. Here’s What She Would’ve Done Differently If She Could.

On Oct. 19, Anna Priadka, founder of Fiils, sent an email to the refillable haircare and personal care brand’s customers explaining its closure. “Unfortunately, we’ve had to face the reality that we can’t make it work,” the...