Andrea NagelBeauty and personal care brands are making moves across the industry as they respond to changing consumer habits and look for new opportunities to grow. From retail expansion and product launches to leadership changes and brand overhauls, the latest developments reflect a market that continues to evolve.
Target is introducing Target Beauty Studio on Sept. 10, bringing a more elevated beauty shopping experience to more than 600 stores and Target.com. The new destination will feature more than 1,600 products from 90 prestige, emerging and international brands, with over two-thirds of the assortment being new to Target. The lineup spans skincare, makeup, haircare, fragrance, body care and nails, including a strong selection of K-beauty and global brands. Beyond the expanded assortment, Target is also focusing on the in-store experience. Dedicated Beauty Advisors will offer personalized recommendations, while product testing, rotating features, sampling and exclusive Target Circle offers will encourage shoppers to explore new products. The launch reflects Target’s broader effort to strengthen beauty and make discovery a bigger part of the shopping experience. (Target)
Olaplex is expanding beyond its well-known bond-repair products with Shape Set, its first hairspray designed to combine flexible hold with hair care benefits. The formula uses conditioning ingredients, gloss-enhancing agents and the brand’s Bond Set Technology, which is intended to strengthen hair while helping maintain a finished style. It also offers protection against frizz, heat and UV exposure, while aiming to avoid the stiff or crunchy feel associated with traditional hairsprays. The launch is supported by a new “Re-Shape the Rules” campaign featuring actress and comedian Chloe Fineman, who returns as Olaplex’s Chief Hair Officer. Priced at $38, Shape Set is now available through Olaplex and select beauty retailers, including Sephora and Ulta Beauty. (Cosmetics Business)
LVMH has appointed Alexandre Oulès as Chief Operating Officer of its Beauty division, creating a new leadership position as the group works to bring its beauty businesses closer together. Oulès will oversee manufacturing, purchasing and supply chain operations, with a focus on improving efficiency and supporting the division’s long-term growth. He joins from Balenciaga but has extensive experience within LVMH, having previously held senior positions at Guerlain, Celine and Moët Hennessy. The appointment also reflects a broader effort to streamline how LVMH’s beauty brands operate. By bringing key areas such as production, sourcing and logistics under one leader, the group aims to create greater consistency across its portfolio while strengthening profitability and supporting more sustainable expansion. (Global Cosmetics News)
Curology is giving its Agency brand a major refresh, shifting its focus from traditional anti-aging skincare toward the growing idea of skin longevity. Under CEO Kathy Savitt, the brand has updated three prescription treatments, introduced three new products and redesigned its packaging, bringing the assortment to nine products. Agency’s personalized approach now centers on biological processes linked to skin aging, including inflammation, oxidative stress and cellular repair. The brand is also expanding its use of ingredients such as peptides, resveratrol and rapamycin. With the relaunch in place, Curology is setting its sights on significant growth. Agency currently makes up about 10% of the company’s business, but Savitt believes it could eventually become twice the size of Curology itself. (Beauty Independent)
September is becoming a popular time for UK consumers to restart healthy routines, with new Boots research showing that many people see the month as a fresh opportunity to focus on their wellbeing. Nearly half of those surveyed said they wished they had done more for their health before winter, while others pointed to the return to everyday routines as motivation to make healthier choices. That shift is also showing up in shopping habits. Boots reported increases in purchases of cold remedies, health checks, immunity supplements and vitamins as September approached. The retailer is responding by expanding its wellness offering, adding more products, specialists and in-store Wellness Zones. The trend also highlights how closely beauty and wellness are becoming connected for consumers. (The Industry Beauty)
Bath & Body Works is looking to new retail channels to help turn its business around after reporting a 2.3% decline in second-quarter sales. The brand said its Amazon business tripled from the first quarter to the second, bringing in younger and higher-income shoppers while giving the company another way to reach customers. Its recent partnership with Ulta Beauty is also aimed at product discovery, particularly through trial-size offerings. At the same time, the company is refining its product strategy. Bath & Body Works plans to build on launches such as Fruit Fusion and Everyday Luxuries while introducing more concentrated fragrances and expanding its candle assortment. The company is also dropping its home category, which contributes less than 1% of annual sales, to simplify operations and focus on stronger opportunities. (Glossy)
To read more about these stories, click the headlines below.
Target Launches Target Beauty Studio, Its Destination for What’s New, Now and Next in Beauty
Olaplex Makes A Move Into Styling With Shape Set Hairspray
LVMH Appoints Alexandre Oulès Chief Operating Officer Of Beauty Division
Curology Overhauls Agency With Skin Longevity Focus And Big Growth Ambitions
‘September Reset’ Gains Momentum As UK Consumers Prioritise Wellness
Bath & Body Works Says Its Amazon Sales Have ‘Tripled’ As It Seeks To Return To Growth
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