Glow Recipe

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.

TikTok’s K-beauty obsession has inspired brands like Glow Recipe, Then I Met You and Peach & Lily to embrace their Korean beauty origins as international retailers renew their interest in the category.

Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.

Now that the market has stabilised, beauty brands of all shapes and sizes are eager to get their dues. The Business of Beauty identifies the top targets of the year including Kosas, Summer Fridays and Selena Gomez’s Rare Beauty.

From fragrance to skin care to hair care, independent brands are making their mark on the beauty industry, but competition is stiff and scaling these businesses is more complex than ever.

The platform has a proven ability to turn beauty products into overnight sensations — but for how long?

A few beauty brands have taken advantage of LA’s weather, space and concentration of influencers to stage the pandemic’s first live product launch events. Others are finding success with virtual 'parties.'

In the age of 'clean' beauty and a demand for transparency, beauty companies are making sometimes costly decisions to reformulate key products to address customer feedback.

BoF’s Lauren Sherman and Chantal Fernandez sit down with Glow Recipe Founders Sarah Lee and Christine Chang to unpack the marketing strategy behind the K-beauty-inspired start-up.