American Provenance Births Baby Products For Cool Dads

American Provenance’s understated baby personal care products are based on an unconventional hypothesis: Not everyone with a baby wants babyish personal care. The natural brand’s baby oil, diaper cream and baby...

Brooklyn Groove Gets Its Natural Beauty Groove On In Greenpoint

A longtime Greenpoint resident, Olga Stefanska watched gentrification transform her Brooklyn neighborhood’s retail landscape. But she detected something lacking in the new stylish store mix: a modern apothecary. There was no place for locals to discover...

Shiro Cosmetics Grows Its Niche With The Acquisition Of Hello Waffle Cosmetics

Shiro Cosmetics, pop culture savant of the online beauty segment, has acquired digital makeup brand Hello Waffle Cosmetics. The deal is Portland, Ore.-based Shiro’s second and includes the lipstick line Howl Cosmetics...

Amazon And The Onslaught Of Egoless Beauty Brands

Type in the term retinol cream on Amazon, and a slew of beauty brands that don’t sell at the local Rite Aid pop up, such as LilyAna Naturals, Foxbrim, Radha Beauty, Baebody Beauty, Tree of Life, Pure Biology...

Beauty Entrepreneurs Discuss When Brand Makeovers Make Sense

In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we asked 11 founders and executives: Why did you make the decision to rebrand and what were the key factors involved?