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Beauty

Analysis and advice on the fast-evolving beauty business.

For Beauty’s Biggest Players, Science Is Back in Style

L’Oréal, Coty and other beauty companies are betting on skin care lines with technical-sounding names and lab-concocted ingredients to help them pull out of a pandemic slump.


#BoFLIVE: How to Sell Skin Care at Every Price

Join us on Wednesday, February 17 at 16:00 GMT for #BoFLIVE, exclusively for BoF Professional members, to hear BoF’s Lauren Sherman and Chantal Fernandez, as well as Augustinus Bader’s Charles Rosier, CeraVe’s John Reed and Holistic Beauty Group’s Robyn Watkins, discuss how brands can stand out by rethinking the beauty playbook.


How India’s Nykaa Aims to Beat Sephora

The Indian beauty unicorn is preparing for an IPO that could see it reach a valuation of $3 billion thanks to persuasive digital marketing and a hyper-local merchandise mix.


Case Study | How to Sell Skin Care at Every Price

BoF examines how two skin care brands at opposite ends of the pricing spectrum, the French and German luxury label Augustinus Bader and drugstore staple CeraVe, stood out in the growing global cosmetics market by rethinking the beauty playbook.


How to Build Customer Loyalty: A Guide for Beauty Brands

When another makeup palette is always just a click away, convincing shoppers to stay devoted to a brand is tougher than ever. Here’s how to keep them coming back again and again.


Does Every Makeup Brand Need a Skin Care Line?

Morphe, Huda Beauty and other colour cosmetics lines are investing heavily in skin care, but successfully making the leap from one category to the other requires finesse.


Beauty’s Never-Ending Product Launch Cycle

Brands are betting that constant newness will drive sales, with some planning to double the number of releases this year. Is there a limit to how many products consumers are willing to try?


Fewer Guards, More Black Brands: Sephora’s Plan To Win Back Shoppers

The announcement comes after shoppers of colour alleged racial bias in stores and a lack of products that cater to their needs.


How Long Can the Kardashian Empire Reign?

Their reality television series has ended, they’ve cashed out on several of their major ventures and one of their most strategic personal associations appears to be ending. One of the world’s most-watched families is on the precipice of reinvention once again.


Beauty Will Make a Quick Comeback, But the Market Will Have Changed

The global beauty market is set to surpass 2019 sales levels in 2021, once again proving that it is more resilient than fashion, which is not expected to recover until 2022 at the earliest. But, like fashion, the beauty market that returns will be different across regions, categories and channels.


What Beauty Brands Need to Do to Address Their Packaging Problem

A growing number of consumers want beauty products minus the plastic packaging. Greener options are expensive — but some viable options are emerging.


How Fragrances Became the ‘Unexpected Star’ of the Pandemic

There’s no online replacement for walking into a store and smelling a fragrance sample. But brands are finding ways to sidestep this dilemma, sending US fragrance sales soaring after a rocky start to the year.