cosmetics

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.

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.

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.

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.

This month, BoF Careers provides essential sector insights to help beauty professionals decode the industry’s creative landscape.

BoF sits down with prominent makeup artist and Dior Beauty Ambassador, Sam Visser, to hear how prioritising creativity has enabled him to become one of the most influential makeup artists of his generation.

The global wellness industry is set to grow at a compound annual rate of between 5 and 10 percent from 2023 to 2027. BoF and Rennaï gathered leading experts from the beauty and self-care sectors together in Montréal to chart how consumers are pushing the category forwards and the innovations that provide a critical edge in a saturated market.

The longtime Lauder executive, who will take the top job on Jan. 1, 2025, will be tasked with strengthening the company’s weak post-pandemic recovery.