Gabriella TermineFrom TikTok Shop to flagship stores to innovative hair care, beauty opportunities are expanding worldwide.
TikTok Shop has surpassed $2 billion in sales, solidifying its role as a key platform for emerging beauty brands. The platform recently faced backlash over proposed logistics changes that would have required brands to use TikTok-controlled fulfillment, limiting their ability to customize packaging and shipping. Many sellers, including Heaux Cosmetics, argued the shift could harm customer experience and margins, with some even threatening to leave. In response, TikTok paused the mandate, allowing brands to maintain control for now. Experts warn the pause may be temporary, as the platform seeks to streamline fulfillment and expand its share of the beauty market. Brands are advised to stay flexible, anticipating future shifts in TikTok’s shipping strategy. (Beauty Independent)
The global waterless shampoo market is projected to grow from $4.5 billion in 2026 to $8.2 billion by 2036, expanding at a 6.2% CAGR. Growth is fueled by busy lifestyles, sustainability concerns, and the rising popularity of travel-friendly hair care. Aerosol sprays lead the market with a 55% share, while powders and foams gain traction among eco-conscious consumers. Women account for over 65% of demand, but the men’s grooming segment is the fastest-growing. North America is the largest market, while Asia-Pacific is growing fastest at 7.8% CAGR. Key trends include skincare-inspired ingredients, luxury fragrances, and sustainable packaging, though brands face challenges such as ingredient safety and regulatory scrutiny. (Recent Legal News)
LVMH’s beauty brand Sephora has officially opened its first flagship store in Switzerland, located at 19 rue de la Croix-d’Or in the heart of Geneva. Previously present only through 24 retail corners inside Manor department stores, the new 318-square-meter store marks a major step in Sephora’s Swiss expansion. Catherine Spindler, President of Sephora Europe and the Middle East, attended the opening and highlighted the potential of the Swiss market, citing Geneva’s diverse clientele and strong interest in beauty. Sephora launched its Swiss website in 2025, and the Geneva flagship reflects the brand’s strategy to combine physical and online retail. Plans for a future store in Zurich are also under consideration, signaling continued growth in the region. (Luxury Tribune)
Tatcha, the Japanese skin care brand, has named Diane Kim as CEO. The Unilever-owned skin care brand will see Kim take the helm in February, confirmed by Unilever Prestige CEO Mary Carmen Gasco-Buisson in a LinkedIn post. She replaces Mary Yee, who stepped down from the role last year. Gasco-Buisson wrote: “We are kicking off 2026 Unilever Prestige with the exciting news of the appointment of Diane Kim joining Tatcha as CEO, effective 9 February. Kim’s previous roles include time as Orveon Global’s Global Brand President, Laura Mecier, Bare Minerals, Buxom. She also served The Estée Lauder Companies for 18 years, where she was Senior VP, Global Marketing, Digital, E-Commerce, and Creative & Media. (Cosmetics Business)
M•A•C Cosmetics will launch at Sephora U.S. and Sephora at Kohl’s on March 2, marking a significant new chapter for the artistry brand. Initially available in more than 100 Sephora stores and on sephora.com, M•A•C will continue expanding nationwide throughout the year. The launch will be brought to life through a new global campaign developed by M•A•C Global Creative Director Nicola Formichetti starring Chappell Roan, Gabbriette, and Quenlin Blackwell. (Benzinga)
To read more about these articles, please click the headlines below.
The Strategies Behind Beauty’s Top-Selling Brands On TikTok Shop
Strategic Assessment of the Waterless Shampoo Market 2036
Catherine Spindler, President of Sephora Europe & Middle East on Physical Retail
M•A•C Cosmetics Launches in Sephora U.S. & Sephora at Kohl’s
