L'Oréal

As women’s sports continue to gain mainstream traction, beauty brands are shifting from short-term campaigns to sustained partnerships that deepen brand equity, unlock new audiences, and drive long-term growth.

Global lines like MAC Cosmetics and Tom Ford have spent the past decade laying the groundwork and solidifying their distribution channels. Now, they’re attempting to create marketing activations to drive sales and boost brand awareness across the region — but cultural nuances mean a more specialised approach is needed.

More than a decade after selling to the French conglomerate, founder Lisa Price returns to the helm of her beauty brand, in a move that reflects a shifting landscape for Black-owned beauty businesses.

Your lipstick’s evil twin is gonna cost you. After years of cheap copycats, a new slew of makeup doppelgangers boast near-identical formulas and packaging… and higher prices. Here’s why shoppers are buying them anyway.

Miguel Castro Freitas, a behind-the-scenes figure, will be named creative director of the L’Oréal-owned fashion and fragrance house.

French girl beauty, as both a promise and value proposition, has always sold well globally, but the market for pharmacy-inspired skincare has never been more crowded — especially in the US.

Awards season gifting suites, brand activations, influencer events and postponed parties have kicked back into gear as the traumatised city gets ready to rebuild.

The four biggest beauty conglomerates all recently reported disappointing sales, and consumers are tiring even of once white-hot brands like Cerave and Drunk Elephant. A rebound will require agility and adjusted expectations.

The cosmetics giant has taken a minority stake in the buzzy French brand as part of a long-term beauty partnership.

American pharmacies once aimed to transform their stores into beauty destinations, but after years of unmet promises and underwhelming results, beauty brands are reconsidering their reliance on the drugstore and are exploring different avenues for growth.