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

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.

Chief executive Amanda Baldwin has been tasked with course-correcting the embattled haircare brand. Using her marketing muscle, she hopes to rebuild the bond Olaplex once shared with beauty consumers and investors alike.

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 western wear brand, known for its swanky cowboy boots, is opening a 4,500-square-foot outpost in SoHo amid a broader retail expansion as it seeks to reach $1 billion in sales by 2030.

The global fashion industry is seeking to diversify trade and manufacturing hubs amid geopolitical tensions and cost challenges, placing an emphasis on trade fairs like Istanbul Fashion Connection and Türkiye’s role as a strategic sourcing hub. BoF attended IFCO this February to learn more about the Turkish offering across the fashion value chain in 2025.

Dianna Cohen and Elaine Choi have built an insider favourite haircare label with signature products like the hair towel and brush-applied dry shampoo. Armed with a new funding round, they want to bring the brand to the masses.

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.