Andrea NagelFrom AI-powered retail and creator-led communities to beauty expansion, entertainment-driven marketing, and the growing intersection of beauty and wellness, the industry continues to evolve at a rapid pace.
Squishmallows is bringing its playful approach to fragrance to Canadian shoppers through a new partnership with Sephora Canada. After gaining attention in the U.S., the collection is expanding with scents inspired by popular Squishmallows characters, including Whisked Away, Pink Possibilities, Moonlit Mist, and Wonder Whirl. The fragrances combine fun packaging and collectible elements with sweet, fruity, and floral scent profiles designed to create an uplifting experience. The brand has also seen strong interest in the U.S., recently becoming the top fragrance on Ulta Beauty’s TikTok Shop. This expansion shows how recognizable entertainment brands are continuing to move into beauty, using existing fan communities to introduce products to new audiences. The collection is now available at Sephora Canada, with wider store distribution coming in September. (PR Newswire)
As beauty brands continue to expand their reach, Skinfix is taking a major step forward by launching in Ulta Beauty stores nationwide. The skincare brand is introducing eight products and two kits, including a starter set featuring some of its most popular formulas and a new Ulta-exclusive mist. The expansion comes as newly appointed CEO Anne Talley works to increase brand awareness and introduce Skinfix to a wider audience. The company will support the launch through sampling, education, influencer partnerships, and community engagement, with a focus on consumers with sensitive or reactive skin. Skinfix also plans to add more products to its Ulta lineup later this year, including a vitamin C serum and skin pads. This broader retail presence gives the brand a new opportunity to grow while staying focused on gentle, effective skincare. (Beauty Independent)
As beauty brands look for new ways to reach consumers, many are expanding beyond traditional advertising and creating content designed to entertain. Brands such as Innisfree, E.l.f. Cosmetics, Rare Beauty, and Merit are using comedy, storytelling, and familiar entertainment formats to make their campaigns feel more like something audiences would choose to watch. This shift is especially relevant on social media, where keeping viewers engaged can be just as important as promoting a product. Beauty companies are also finding ways to place their products within popular television shows and other forms of entertainment. However, brands have to be careful not to overdo it, since audiences can quickly become frustrated when advertising feels forced. Overall, the trend shows how beauty marketing is becoming more focused on creating content people genuinely want to engage with. (Glossy)
As beauty continues to shift toward wellness and preventive care, L’Oréal is expanding its research into how skin ageing relates to overall health. The company has partnered with Singapore’s NUS Medicine on a multi-year project to understand the relationship between visible skin changes and the body’s broader ageing process. A new research lab will bring together L’Oréal’s expertise in skin, scalp, and hair with NUS Medicine’s work in healthy longevity. Researchers will study participants using both skin assessments and measures related to areas such as heart health, metabolism, cognition, and physical function. The goal is to better understand whether changes in the skin could offer clues about biological ageing. The research could eventually support more personalized and science-based approaches to healthy ageing in beauty. (Global Cosmetics News)
Sleep is quickly becoming more than a wellness habit, it’s turning into a major opportunity for beauty, health, and technology brands. As wearables and hormone-tracking platforms become more sophisticated, consumers are gaining a clearer picture of how sleep connects to recovery, hormones, skin health, and overall well-being. That shift is also creating demand for products that don’t just measure sleep, but actively try to improve it, from smart mattresses and earbuds to scent-based technology. For beauty, the opportunity is especially interesting if brands have spent years promising better skin overnight, new sleep technologies could give them a way to connect those claims to real-time data and personalized routines. (Beauty Matter)
To read more about these stories, click the headlines below.
Skinfix Brings Its Sensitive Skin Playbook To Ulta Doors Nationwide
Your Favorite Beauty Brands Are Now Also Entertainment Brands
L’Oréal And NUS Medicine Partner to Advance Skin Longevity Science
Sleepmaxxing: The Eight-Hour Economy?
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