branding

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.

Years after Brandon Truaxe, the trailblazing beauty founder, passed away, his partner Riyadh Swedaan has launched a skincare collection in his name.

Following a management buyout, creative director Georgiana Huddart and new CEO Krishna Nikhil lay out their plans to double the crinkly one-size-fits-all British swimwear label’s annual sales to £60 million over the next two years.

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?

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

From Bottega Veneta’s poetry pact to Rui Zhou’s sex toy tie-up, marketing partnerships are becoming increasingly bold and imaginative as brands try to reignite demand in the cooling China market.

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.