Andrea NagelThe beauty industry is constantly changing, with celebrities entering new categories, retailers strengthening their leadership, and brands adapting to what consumers want. From new celebrity fragrances and potential beauty launches to shifting foundation trends and struggling brands searching for buyers, these stories show how quickly the industry is evolving and how businesses are finding new ways to connect with consumers.
Celebrity beauty brands are becoming popular again, with several well-known stars reportedly considering launching their own products. Tate McRae, Lindsay Lohan, and Sydney Sweeney have all been linked to possible beauty businesses through recent trademark filings. At the same time, Zara Larsson has openly discussed the idea of creating makeup with her longtime makeup artist. Meanwhile, Kim Kardashian is preparing to bring beauty products under the Skims name after closing SKKN by Kim. These developments show how celebrities are continuing to expand beyond music and acting into the beauty industry. (Cosmetics Business)
Following the growing interest in celebrity beauty launches, Ice Spice is now entering the fragrance space with her first perfume, In Ha Mood. Created with Revlon, the scent reflects the rapper’s confident and playful image, combining fruity notes like pear and raspberry with floral and warm vanilla and amber elements. The fragrance also stands out through its pink bottle, butterfly-inspired bow, and emerald-style cap, giving it a distinctive look that matches her personal style. The launch has taken a social-first approach, including a TikTok Shop LIVE with Ulta Beauty that attracted significant attention before the nationwide release. Available exclusively through Ulta Beauty, In Ha Mood marks another step in Ice Spice’s growing influence across beauty and pop culture. (PR Newswire)
As Ulta Beauty continues to expand its influence in the beauty market, the company is also strengthening its leadership team. Brieane Olson, CEO of PacSun, has been appointed to Ulta Beauty’s Board of Directors, with her new role beginning August 31, 2026. Olson brings nearly 20 years of retail experience, including work in merchandising, branding, digital shopping and business strategy. Her background leading PacSun through changes and growth is expected to support Ulta’s wider plans for the future. She will take the place of Kelly G. Garcia, who is moving into the role of Ulta’s Chief Technology Officer. With Olson joining, Ulta’s 10-member Board gains another leader with experience understanding younger shoppers and the changing retail landscape. (Global Cosmetics News)
As competition continues to put pressure on beauty brands, some founders are taking an unusual approach to keeping their businesses alive: asking social media followers for help finding buyers. Entrepreneurs behind brands such as Thread Beauty, Valerie, Pretty Well Beauty and Faace have publicly shared their struggles, hoping their online communities can connect them with potential partners or investors. While this approach can create attention and reach people outside traditional business networks, industry experts warn that it can also make founders appear vulnerable during negotiations. Still, there have been success stories, with social media helping some struggling brands attract serious interest. Ultimately, the trend shows how openly discussing business challenges is becoming more common in the beauty industry. (Beauty Independent)
Building on the shift toward more personalized beauty products, the foundation category is changing as consumers look for makeup that also benefits their skin. Products with ingredients such as hyaluronic acid, niacinamide and peptides are gaining attention, while shoppers increasingly want lightweight coverage, SPF and a natural finish. This does not mean traditional foundation is disappearing, instead, consumers are using different products depending on their needs, from skin tints for everyday wear to fuller coverage for special occasions. At the same time, brands are paying more attention to mature consumers, particularly women over 45, who are showing growing interest in complexion products. Overall, the category is becoming more focused on skincare benefits, personalization, and understanding how different consumers shop. (Beauty Matter)
To read more about these stories, click the headlines below.
Celebrities Rumoured To Be Launching Beauty Brands: From Tate McRae To Sydney Sweeney
Ice Spice Launches Her Debut Fragrance, In Ha Mood
Ulta Beauty Appoints PacSun CEO Brieane Olson To Board
Founders Of Struggling Brands Are Airing Their Searches For Buyers On Social Media
The New Face Of Foundation: Inside Complexion’s Formulation, Supply Chain, And Consumer Shift
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