In 2024, the landscape of beauty marketing underwent a significant transformation, merging contemporary digital tactics with traditional methods. Brands are no longer solely dependent on Instagram and TikTok for their campaigns. Instead, they are leveraging a variety of channels to capture the attention of diverse customer segments, including Gen Alpha, men, athletes, and even pet […]
The Best of BoF 2024: Read The Lips
The beauty landscape in 2024 showcased an undeniable enthusiasm for lip products, particularly among younger consumers eager for new trends. Although this year’s anticipated mergers and acquisitions within the makeup sector faltered, the prestige cosmetics market thrived, revealing a growing preference for high-quality products over mass-market offerings. According to Circana, the prestige makeup category experienced […]
The Best of BoF 2024: Where Skincare Will Go Next
As we move into 2024, the skincare industry finds itself at a crossroads. Initially a pandemic winner, it has begun to stabilize, leading consumers to seek products that deliver immediate results, align with niche markets, and provide in-office treatments. This shift signals a significant transformation in consumer habits and expectations, reshaping the landscape for both […]
The Business of Beauty Haul of Fame: Lipstick You Can Snuggle
As the beauty industry continually shifts to align with consumer preferences, a new trend is emerging that reflects a desire for comfort and familiarity. This change in vibe is particularly noticeable with the latest lipstick launches, such as Maybelline’s Teddy Tint—a product inspired by softness, akin to the texture of a beloved stuffed animal. The […]
What’s Behind Beauty’s Charm Obsession
In the competitive landscape of the beauty industry, brands are increasingly turning their attention towards a captivating trend: charms. No longer limited to traditional jewelry or décor, these eye-catching accessories are now being integrated into beauty products, enabling customers to personalize their purchases in novel and engaging ways. As this charm obsession takes the market […]
The Multi-Step Beauty Routine Moves Beyond the Face
In the modern beauty landscape, the traditional notion of skincare routines centered only on facial products is swiftly giving way to more comprehensive regimes. Influencers are driving a demand for an expansive approach to self-care, one that incorporates scalp, hair, body, and even hand care. With social media platforms like TikTok playing an influential role, […]
Fine Fragrances Are Getting a New Gourmet Twist
The fragrance industry is witnessing an exciting transformation led by an emerging trend called “neo-gourmands.” These scents go beyond the traditional edible notes typically found in gourmand perfumes, incorporating experimental and unexpected elements that appeal to a sophisticated audience. As consumers increasingly seek new sensory experiences, the market for fragrances that evoke food-like scents is […]
Every Fashion Label Wants a Beauty Brand. Is There Room for All of Them?
In the ever-competitive world of luxury fashion, the latest trend involves brands expanding their portfolios by launching dedicated beauty lines. Once reserved for established names like Dior and Chanel, every luxury fashion house now seems eager to carve out its space in the flourishing beauty market. This surge is a response to a broader slowdown […]
How Anastasia Beverly Hills Lost Its Footing
Anastasia Beverly Hills (ABH) has long been a powerhouse in the beauty industry, renowned for its brow products and high-glam marketing strategies. However, recent developments paint a picture of a brand struggling to maintain its prior glory. Once valued at $3 billion and the darling of influencers and beauty enthusiasts alike, the company is now […]
The TikTok ‘It Boy’ Who’s Getting Men to Wear Makeup
In the blossoming world of social media, few names resonate quite like Bach Buquen. This 19-year-old Parisian has transformed from a mid-tier content creator into a social media sensation, currently boasting over 6.1 million followers on TikTok. What sets Buquen apart is his challenge to traditional gender norms through makeup, a practice he began in […]