beauty / Cosmetics

When growth plateaus, beauty companies may remix their logos, colour schemes and even products in the hopes of appealing to a wider audience or re-engaging their core. But finding a new brand identity can sometimes mean upsetting fans of the old one.

Once thought to be resistant to economic downturns, the beauty industry is facing a significant slowdown. This week on The Debrief, BoF’s Daniela Morosini explains why consumers are pulling back and what brands can do next.

Lancôme’s Juicy Tubes campaign meant to coast on nostalgia. It found a new campaign niche instead.

Breakout products like Cécred’s Restoring Hair & Edge Drops or Topicals’ Faded Serum aren’t just sales drivers — they shape a brand’s identity, fuel customer loyalty and lay the foundation for long-term growth. But finding one takes more than luck.

The new makeup brand Godmode, co-founded by the actress Chloë Grace Moretz and the pop star Rina Sawayama, has alter-egos, backstories, highlighters, lip liners and everything but its own video game. Can it hook gamers anyway?

After years of double-digit growth and a perception of being impervious to wider economic downturns, the beauty industry is finding that cash-strapped customers aren’t interested in “little luxuries.”

It’s the one category that transcends every demographic. Bonus: They can look like croissants now.

Brands founded in Mexico were already riding a wave of national pride, as more customers look for more culturally authentic brands. Now TikTok Shop, savvy marketing and improved trade policy are helping them grow to the next level.