Sephora

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.

The clean beauty brand has faced significant challenges in the years since it was acquired by Shiseido, but its embrace of young consumers may have been its biggest misstep.

Amorepacific’s Hanyul is the latest of a flood of K-beauty brands being scooped up by US beauty retailers as consumers clamor for Korean products in the face of price hikes.

After seeing how beauty's youngest customer has been drawn to Drunk Elephant’s bright, colourful packages, labels are pushing a string of vibrant launches to capture shoppers’ attention.

The brand founded by the legendary makeup artist nearly a decade ago is struggling. Once valued at over $1 billion, the line is worth a fraction of that today. Multiple rounds of layoffs, and signs of behind-the-scenes turmoil raise questions about what went wrong and how the business can get back on track.

The once-promising sector is now facing setbacks in the US. As mainstream retailers retreat and social media censorship restricts digital marketing, brands are rethinking their approach to retail partnerships and are finding creative ways to navigate the shift towards cultural conservatism.

Top retailers like Sephora, Ulta Beauty and Target have kingmaking power in the beauty industry. Securing a spot and ensuring it goes off with a bang are becoming even more complex endeavours.

Beauty retailers are playing host to skincare-obsessed tweens and teens on their special day. Can scavenger hunts, makeup tutorials and goodie bags create lifelong customers?

The brand is expanding into color products with a skincare-first proposition, starting with a blush that isn’t.

The brands driving the body care boom are using technology, innovation, fragrance and collaborations to make their personal care products covetable.