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Beauty

Analysis and advice on the fast-evolving beauty business.

Why I’m Optimistic About Beauty in 2023

Despite the numerous challenges hurled at the beauty industry the last few years, brands should feel good about the year ahead.


The Best of BoF: Beauty’s Year of Change

In 2022, the rules of beauty changed. Neon yellow replaced millennial pink, TikTok became the social marker of success, and omnichannel became the only path for survival. Explore BoF’s in-depth features and analysis on these topics and other year-defining trends like colour cosmetics’ comeback and the rise of celebrity brands.


How Kim Kardashian Changed Beauty – Again

Kim Kardashian may have launched her beauty brand, SKKN by Kim, with a collection of nine skin care products this year, but her impact on the beauty world came from just about everything else.


Carol’s Daughter Was an Early Mover in the Black Haircare Market. Now It’s Going After a New Generation.

The L’Oréal-owned textured haircare brand, which turns 30 next year, is undergoing a brand turnaround, betting European expansion and a diffusion line catered to Gen-Z will help boost sales in the face of growing competition.


Olaplex’s ‘Broke My Hair’ Problem Is a TikTok Cautionary Tale

The hair-care brand pitched investors on social media buzz, but it’s now being plagued by online complaints. The company says its products are safe and effective.


Why a Gen-Z Beauty Brand Is Selling Anti-Aging Products

Skin and hair care line SpoiledChild, which shares a parent company with Il Makiage, has the look of a brand targeting teens but a price point and products that seem intended for an older audience. Is it possible to straddle both worlds?


The Stockholm Fragrance Start-Up Smart Money Is Betting On

Haisam Mohammed, a son of Eritrean refugees, has turned the aromas wafting through the stairwells of Sweden’s high-rises into a perfume business now backed by Frame co-founder Erik Torstensson.


Gen-Z Beauty Brands Grow Up

A number of brands targeted at younger consumers — armed with loud, colourful branding and fresh capital — have to think about what comes next.


The Problem With Beauty Incubators

With two high profile lawsuits pending against leading beauty incubators — Morphe and Maesa — the industry’s business model of the moment is starting to show cracks.


Playa Hair Care Founder Sues Morphe and General Atlantic

Shelby Wild alleges plans to grow her line were sidelined soon after it was acquired, as General Atlantic’s beauty incubator ambitions faltered. She’s seeking $15 million in damages in a lawsuit filed in New York, according to court documents reviewed by BoF.


Why Harry Styles Fans Can’t Get Enough of Pleasing

The singer’s nail polish brand isn’t following the usual celebrity beauty brand playbook, where “authenticity” and newness are key. When your fans are this rabid, it turns out none of the usual rules apply.


How to Make a Difficult-to-Market Product Cool

A crop of startup beauty brands are attempting to glamourise and destigmatise everything from pubic-hair grooming to body acne.