Andrea NagelThe beauty and wellness industry is entering a new chapter — one defined less by hype and more by precision.
That mindset is evident in Coty’s newly announced strategic collaboration with OpenAI. By rolling out ChatGPT Enterprise to targeted teams, the move reflects a broader shift among legacy beauty players: AI is no longer an experiment at the edges, but a tool meant to enhance everyday work across functions. Crucially, Coty is framing AI as an efficiency amplifier rather than a creative replacement. Human expertise remains at the center, reports Luxury Daily, with technology supporting the strategic thinking and brand-building that define its portfolio. Jerome Auvinet, Coty’s Chief Information, Digital Innovation & Business Services Officer, put it plainly: the goal is to help teams work more efficiently so they can focus on higher-value contributions.
That same blend of science, intention, and respect for the consumer is showing up on shelves — with Maesa’s expansion into skin care for the body. According to the Observer-Reporter, Ontu is launching exclusively at Target and speaks directly to women 35 and older who have long invested in facial skin care but felt underserved when it came to the body. The new brand’s premium positioning utilizes actives such as niacinamide, urea, and glycolic acid — ingredients typically reserved for the face. At the same time, indulgent textures, elevated design, and a signature Vanilla Musk fragrance ensure the experience feels luxurious, not clinical.
New brands such as Ontu matter more than ever as Target navigates a leadership transition at a moment of intense competitive pressure. With Michael Fiddelke stepping into the CEO role alongside a refreshed, more retail-focused board, the company is signaling that execution — not vision — is the priority. Yahoo Finance reports that category-focused resets in beauty and hair care, clearer in-store layouts, and better use of technology all sound promising, but the real test will be whether those plans translate into cleaner execution at store level, an area where critiques have been sharpest.
Few brands illustrate the power of distribution shifts better than Rare Beauty. Selena Gomez’s cult-favorite brand and already one of Sephora’s top performers, has now launched at Ulta Beauty, says WWD, with a curated assortment of 36 products. The move instantly expands access to a brand that has mastered the modern beauty playbook: social media virality, authentic founder storytelling, and products that consistently sell out. Valued at close to $3 billion, Rare Beauty is widely cited as the most popular celebrity-backed beauty brand of 2025, backed by massive search interest and an eight-million-strong Instagram following.
Underpinning all of these developments is a broader consumer shift toward wellness — not as an aspiration, but as a necessity. Forbes reports that data from McKinsey & Company and NIQ paints a clear picture: younger consumers, particularly Gen Z and millennials, are grappling with mental health challenges driven by economic anxiety, climate concerns, and digital burnout. In response, they are spending more on products and rituals that support recovery, resilience, sleep, and mental well-being. Nearly two-thirds of consumers now prioritize sleep and mental health more than they did five years ago. Time spent in nature, massage, yoga, meditation, and aromatherapy is up, as is spending on nutrition and recovery products. Protein drinks, powders, and supplements alone grew roughly 18% in 2024. Wellness has become both a coping mechanism and a growth engine.
It’s no surprise, then, that private equity is circling established players in the space. The reported bidding war for UK-based Vitabiotics — featuring Bain Capital, Blackstone, EQT, and TPG — highlights sustained appetite for scaled, trusted supplement brands. With a potential valuation around £900 million, Vitabiotics represents exactly what investors are seeking: category-leading products, strong domestic market positions, and exposure to a resilient, growing segment of consumer health.
To read more about these stores, click the headlines below.
Target CEO Shift And Board Refresh Put Store Turnaround In Focus
Selena Gomez’s Rare Beauty Just Landed at Ulta — Here’s What You Should be Shopping
The Rise Of The Wellness Trend In Corporate Merchandise
Private Equity Firms Line Up for Potential Vitabiotics Acquisition
