Beauty’s Olympics Marketing Playbook
Beauty brands may not have their logo on an athlete’s uniform, but they’re still finding ways to market around the Olympics through partnerships with top athletes and social-media friendly campaigns.
The Business of Beauty
In-depth analysis, news and advice for beauty and wellness professionals around the world.
Highlights
How Bootstrapped Beauty Brands Are Growing
As the beauty industry has grown in value and saturation, emerging brands have often leant on outside investment to grow. But for those who don’t want – or can’t access – external funding, a more roundabout path is needed.
Remedy Place Will Open New SoHo Location
The “luxury social wellness club” is expanding in response to growing consumer demand for self-care treatments.
Case Studies & Reports
Latest News & Analysis
The Best of BoF 2024: The Big Beauty M&A Year That Wasn’t
Despite a raft of attractive, buzzy brands beginning sales processes, many of beauty’s big conglomerates didn’t open their wallets this year.
The Best of BoF 2024: Navigating the Wellness Hype Cycle
Even as wellness fads come and go, the year 2024 revealed a few salient shifts in the industry, including a growing focus on longevity, widespread adoption of GLP-1 agonist medicines and a burgeoning men’s market that points to longer-term evolution.
The Best of BoF 2024: Navigating the Wellness Hype Cycle
Even as wellness fads come and go, the year 2024 revealed a few salient shifts in the industry, including a growing focus on longevity, widespread adoption of GLP-1 agonist medicines and a burgeoning men’s market that points to longer-term evolution.
The Best of BoF 2024: When Beauty Trends Tap Culture
This year, marketing efforts for everything from skincare to fragrance targeted new cohorts — Gen Alpha, male athletes, pet owners, “MomTok” — and across more channels than ever.
The Best of BoF 2024: A Return to Beauty Retail
Tweens went shopping in 2024, but so did just about everybody else. Massive gains in online sales were still dwarfed by in-store purchases, especially at specialty retailers, and foot traffic is expected to exceed pre-pandemic levels next year.
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The Best of BoF 2024: How Beauty’s Biggest Companies Fared in 2024
A high-stakes succession saga at Estée Lauder Companies may have dominated headlines, but in 2024, many top beauty companies were in the midst of change and transformation.
The Best of BoF 2024: Head to Health
In 2024, hair loss was the industry’s gain, as products targeting thinning and balding surged in sales. Consumers also began to focus more on their hair health starting at the scalp, leading to a proliferation of both scalp-focused products and education on how to use them.
The Best of BoF 2024: Head to Health
In 2024, hair loss was the industry’s gain, as products targeting thinning and balding surged in sales. Consumers also began to focus more on their hair health starting at the scalp, leading to a proliferation of both scalp-focused products and education on how to use them.
The Best of BoF 2024: Read The Lips
2024 was a banner year for both the lip category and the young consumers that craved them. But it could have been a better one for mass brands, or the prestige ones that are still hoping to be acquired.
The Best of BoF 2024: Fragrance Defies the Beauty Slowdown
Fragrance was a standout category in 2024 amid slowdowns in the greater beauty and luxury fashion industries as brands of all types (and price points) joined the scent business, niche labels scored investments and mass perfumes drove global trends.
The Best of BoF 2024: Fragrance Defies the Beauty Slowdown
Fragrance was a standout category in 2024 amid slowdowns in the greater beauty and luxury fashion industries as brands of all types (and price points) joined the scent business, niche labels scored investments and mass perfumes drove global trends.
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The Best of BoF 2024: Where Skincare Will Go Next
One of the biggest winners in the years following the pandemic, the skincare category has started to normalise, with consumers looking for more instant results, niche brands and in-office treatments.
The Business of Beauty Haul of Fame: Skincare’s Secret Weapon
Meet the tiny lab in Florida making the viral formulas you’ve been craving for the last four years — and those you’ll be craving tomorrow.
Influencers to Beauty Brands: Stop Sending Us So Much Stuff!
As influencers and editors become increasingly vocal about their distaste for excessive or opulent mailers, brands need to create more tailored strategies to maximise their reach — and their budget.
Apply Now: The Business of Beauty Global Awards 2025
In June, BoF will honour six entrepreneurs shaping the future of the beauty industry at the third edition of The Business of Beauty Global Forum 2025. Apply for your chance to join us.
THE NEWS IN BRIEF
L’Oréal Acquires South Korea’s Dr.G in Skincare Deal With Migros
French cosmetics giant L’Oréal said on Monday it had agreed to buy Gowoonsesang Cosmetics, which includes South Korean skincare brand Dr.G., from Swiss retailer Migros.
Lilly’s US Weight-Loss Drug Shortage Ends, Curtailing Copycats
Sales of cheaper compounded versions must stop within 90 days. Novo’s rival shots, Ozempic and Wegovy, remain in short supply.
Sofie Pavitt Face Gets Picked Up By Sephora
The “acne whisperer” for A-list Gen Z celebrities inks her biggest retail partnership yet.
The Body Shop is Profitable Again, Says CEO
The body care maker reportedly made a $2.5 million profit on $34.5 million in sales in the first three months under its new owners, Aurea Group, which acquired it out of administration in September.
Puig to Assume Full Ownership of Charlotte Tilbury in 2031
The Spanish company extended its partnership with the eponymous founder of Charlotte Tilbury, who will retain a minority stake in the brand until 2031.
Bic Buys Tangle Teezer for $210 Million
The consumer goods firm, which also makes a range of stationery, lighters and razors, has acquired the hair brush firm from its private equity owners.
Report: Sycamore Partners in Talks to Acquire Walgreens
Sycamore Partners is in talks to acquire struggling drugstore chain Walgreens Boots Alliance Inc., according to people familiar with the matter.
Chinese Cosmetics Brand Mao Geping Raises $300 Million in IPO
Shares in the premium cosmetics brand soared as much as 87 percent in a frothy debut on Hong Kong’s stock exchange on Tuesday.