MAC Cosmetics
Break Out Your Brushes, Eyeshadow Is Back
The sleepy category is waking up after years of ‘clean girl’ minimalism caused a sales slump.
Break Out Your Brushes, Eyeshadow Is Back
The sleepy category is waking up after years of ‘clean girl’ minimalism caused a sales slump.
MAC, Chappell Roan and the Power of Polarisation in Marketing
In the wake of the announcement that the Gen Z pop star would become the latest face of MAC Cosmetics, some of her fans criticised her decision. But landing the star will likely still prove to be beneficial for the brand in the end.
MAC, Chappell Roan and the Power of Polarisation in Marketing
In the wake of the announcement that the Gen Z pop star would become the latest face of MAC Cosmetics, some of her fans criticised her decision. But landing the star will likely still prove to be beneficial for the brand in the end.
How MAC Signed Chappell Roan, the Anti-Brand Ambassador
Despite setting a monumentally high bar for brand collaborations, Roan has committed a long-term, global deal with the Lauder-owned cosmetics label.
How MAC Signed Chappell Roan, the Anti-Brand Ambassador
Despite setting a monumentally high bar for brand collaborations, Roan has committed a long-term, global deal with the Lauder-owned cosmetics label.
The Pumpkin Spice Shortage Is Here
How climate change and YouTube bakes made beauty brands panic — and pivot — from one of their favourite ingredients this year.
The Pumpkin Spice Shortage Is Here
How climate change and YouTube bakes made beauty brands panic — and pivot — from one of their favourite ingredients this year.
How to Get Beauty PR Right in Africa
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.
How to Get Beauty PR Right in Africa
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.
The Business of Beauty Haul of Fame: MAC Teaches Sex Ed
A new campaign shared exclusively with The Business of Beauty aims to shock and awe audiences… and remind them of the brand’s long history as a provocateur.
The Business of Beauty Haul of Fame: MAC Teaches Sex Ed
A new campaign shared exclusively with The Business of Beauty aims to shock and awe audiences… and remind them of the brand’s long history as a provocateur.
Makeup Artist Sam Visser on How Creativity Sets Him Apart
BoF sits down with prominent makeup artist and Dior Beauty Ambassador, Sam Visser, to hear how prioritising creativity has enabled him to become one of the most influential makeup artists of his generation.
Makeup Artist Sam Visser on How Creativity Sets Him Apart
BoF sits down with prominent makeup artist and Dior Beauty Ambassador, Sam Visser, to hear how prioritising creativity has enabled him to become one of the most influential makeup artists of his generation.
The End of ‘Unfiltered’ TikTok
TikTok was once thought of as the anti-Instagram where influencers stopped being polite and started getting real. Now that it has matured, brands are adapting to a new reality.
The End of ‘Unfiltered’ TikTok
TikTok was once thought of as the anti-Instagram where influencers stopped being polite and started getting real. Now that it has matured, brands are adapting to a new reality.
How Merit Won Over the Grown-Up Glossier Girl
Instead of getting caught up in Gen-Z mania, Merit has become profitable and expects to hit $100 million in revenue this year by targeting Millennials with classic luxury branding and no-makeup makeup.
How Merit Won Over the Grown-Up Glossier Girl
Instead of getting caught up in Gen-Z mania, Merit has become profitable and expects to hit $100 million in revenue this year by targeting Millennials with classic luxury branding and no-makeup makeup.
Who Is Allowed to Sell Skin Care?
A slew of new entrants, from indies to LVMH-owned giants, are jumping from makeup into skin and “hybrid” concepts. But the road to skin care equity is harder than it looks.
Who Is Allowed to Sell Skin Care?
A slew of new entrants, from indies to LVMH-owned giants, are jumping from makeup into skin and “hybrid” concepts. But the road to skin care equity is harder than it looks.