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The Business of Fashion

Beauty

Analysis and advice on the fast-evolving beauty business.

Exclusive: The Story Behind E.l.f.’s Controversial Matt Rife Campaign

The beauty brand’s chief marketing officer Kory Marchisotto spoke to The Business of Beauty about the ad and its aftermath. “There is a big gap between our intention and how this missed the mark for some people,” she said.

Exclusive: The Story Behind E.l.f.’s Controversial Matt Rife Campaign

The beauty brand’s chief marketing officer Kory Marchisotto spoke to The Business of Beauty about the ad and its aftermath. “There is a big gap between our intention and how this missed the mark for some people,” she said.

What It Takes to Get Into Sephora

Beauty experts like Mary Phillips, Chris McMillan and Alli Webb have specific qualifications that not all new brand founders possess, making the retailer more willing to bet big on their success.

What It Takes to Get Into Sephora

Beauty experts like Mary Phillips, Chris McMillan and Alli Webb have specific qualifications that not all new brand founders possess, making the retailer more willing to bet big on their success.

How Beauty Plans to Crack Substack

From founders to brands, beauty’s A-list is embracing Substack as a medium for long-form storytelling. Veterans of the platform say that businesses have to invest in their editorial strategies, or need not apply.

How Beauty Plans to Crack Substack

From founders to brands, beauty’s A-list is embracing Substack as a medium for long-form storytelling. Veterans of the platform say that businesses have to invest in their editorial strategies, or need not apply.

‘Farm Babe’ Influencer Fights For GMOs, Against MAHA

US influencer Michelle Miller aims to debunk misinformation around farming practices, but is up against a louder political movement that aims to reconfigure America's food industry.

‘Farm Babe’ Influencer Fights For GMOs, Against MAHA

US influencer Michelle Miller aims to debunk misinformation around farming practices, but is up against a louder political movement that aims to reconfigure America's food industry.

Beauty Chases Its New Rocket Ships

As companies lower their forecasts, brace for tariffs and undertake layoffs, the industry is realising its tried-and-true categories and markets will need reinforcements.

Beauty Chases Its New Rocket Ships

As companies lower their forecasts, brace for tariffs and undertake layoffs, the industry is realising its tried-and-true categories and markets will need reinforcements.

Can a Shaving Company Teach Girl Scouts About Confidence?

Flamingo, a brand under the Harry’s shaving umbrella, debuts a Merit Badge with the Girl Scouts of the USA for “body appreciation.”

Can a Shaving Company Teach Girl Scouts About Confidence?

Flamingo, a brand under the Harry’s shaving umbrella, debuts a Merit Badge with the Girl Scouts of the USA for “body appreciation.”

‘Liquid’ Butt Lifts as Part of Wider UK Cosmetic Procedures Clampdown

Plans to cut down on 'cowboy' cosmetic procedures have been introduced by the government, meaning that only qualified healthcare professionals will be able to perform high-risk treatments.

‘Liquid’ Butt Lifts as Part of Wider UK Cosmetic Procedures Clampdown

Plans to cut down on 'cowboy' cosmetic procedures have been introduced by the government, meaning that only qualified healthcare professionals will be able to perform high-risk treatments.

Opinion: How Wellness Became Toxic

If social media has amplified the “clean” beauty movement, it has also exposed it to poisonous misinformation, writes Lindsay Dahl.

Opinion: How Wellness Became Toxic

If social media has amplified the “clean” beauty movement, it has also exposed it to poisonous misinformation, writes Lindsay Dahl.

African Beauty Brands Head to the Lab

The African beauty market is dominated by natural and botanical brands, but a new crop of emerging indies are hoping to bring science-backed rigour to the continent and engage a new generation of shoppers.

African Beauty Brands Head to the Lab

The African beauty market is dominated by natural and botanical brands, but a new crop of emerging indies are hoping to bring science-backed rigour to the continent and engage a new generation of shoppers.

Gen-Z and the Terrifying Rise of Extreme Tanning

Despite warnings from medical professionals, many young people are embracing tanning trends, resorting to dangerous practices like sunbeds and unregulated nasal sprays.

Gen-Z and the Terrifying Rise of Extreme Tanning

Despite warnings from medical professionals, many young people are embracing tanning trends, resorting to dangerous practices like sunbeds and unregulated nasal sprays.

Oneskin Announces $20 Million Investment From Prelude Growth Partners

The premium skincare brand will use the funds to further product development and support a slate of new hires.

Oneskin Announces $20 Million Investment From Prelude Growth Partners

The premium skincare brand will use the funds to further product development and support a slate of new hires.

K-Makeup Couldn’t Go Global. Now It’s Trying Again.

Ten years after they failed to catch on outside Asia, Korean cosmetic brands are bringing TikTok virality and expanded shade ranges back to the West in the hopes they can ride K-beauty’s second wave to success.

K-Makeup Couldn’t Go Global. Now It’s Trying Again.

Ten years after they failed to catch on outside Asia, Korean cosmetic brands are bringing TikTok virality and expanded shade ranges back to the West in the hopes they can ride K-beauty’s second wave to success.

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