fragrance

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.

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.

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.

Brushes for makeup, hair, and even serum (really) are poised to go big in 2025.

Interior design’s shaggy, furry texture boom has already influenced the latest wave of cosmetic launches — and indicates more softness to come.

The fragrance boom is being driven by “neo-gourmands,” experimental and offbeat scents that take food notes like cold milk or sea salt to artisanal dimensions.

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

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.