Gabriella TerminePersonalized skin care, clinical formulations, and new retail strategies are developments helping highlight the trends shaping the future of beauty.
Rare Beauty has named actress Ella Bright as its first-ever brand ambassador, marking a new chapter for the beauty brand founded by Selena Gomez. Best known for her breakout role in the hit series Off Campus, Bright stars in the latest “Made You Blush” campaign, which highlights the brand’s bestselling Soft Pinch Liquid Blush through a playful, humorous concept. Bright said the partnership is especially meaningful because she has long used the product herself and admires Rare Beauty’s commitment to supporting mental health. The campaign has quickly gained traction online, with its Instagram videos earning more than 1.6 million likes, reflecting both Bright’s rising popularity and the brand’s strong cultural presence. (The Industry Beauty)
Meanwhile, Miami-based Korean skin care brand JiYu has appointed Sora Lee as its new CEO as it accelerates its U.S. growth strategy. Lee, who has previously held leadership roles at TikTok, Meta, and Netflix, will oversee product development, retail expansion, partnerships and global growth initiatives. The appointment follows a recent $6.5 million funding round that will support research, product innovation and expansion across North America. JiYu has also significantly raised its 2026 revenue forecast, now expecting to surpass $100 million, fueled by strong online sales through platforms such as Amazon and TikTok Shop. The move underscores the continued momentum of K-beauty in the U.S. market while highlighting South Florida’s emergence as a growing hub for international beauty brands. (The Business Journals)
Building on the industry’s continued retail expansion, British clinical skin care brand Medik8 is strengthening its presence in North America through a new partnership with Sephora. The brand will debut on Sephora’s U.S. website before expanding into 250 stores across the country, while also launching in all 147 Sephora locations in Canada. The rollout supports Medik8’s long-term goal of surpassing £100 million in regional retail sales by 2029 and follows L’Oréal Groupe’s majority investment in the company, which is expected to accelerate its global growth. By bringing its science-backed skincare range to a wider audience, Medik8 is capitalizing on growing consumer demand for clinically tested, results-driven beauty products. (Global Cosmetics News)
Looking ahead, biotechnology is also reshaping the personalization trend. New skincare brand BYOSOM has launched a DNA-based platform that creates customized skincare products using each customer’s genetic profile rather than traditional skin quizzes. Through an at-home cheek swab, the company analyzes genetic markers linked to skin health and uses its proprietary technology to recommend personalized routines and formulate made-to-order serums and creams. Customers can choose from a standalone DNA analysis, a customized skincare package, or an ongoing subscription. As interest in precision beauty continues to grow, BYOSOM is positioning itself at the intersection of biotechnology and skincare while emphasizing data privacy and consumer control over genetic information. (PR Newswire)
As consumer shopping habits continue to evolve, Amazon’s Q2 2026 beauty rankings reveal shifting trends across skin care, hair care and makeup categories. The quarter was heavily influenced by Prime Day, which drove major spikes in demand as shoppers stocked up on favorites and explored new products. Medicube’s Toner Pads maintained the top position, while emerging products like Mysense’s patriotic glitter sticks gained attention through social media momentum and seasonal events. Skin care remained a dominant category, with sunscreen seeing notable growth as consumers increasingly prioritize protection and ingredient-focused formulas. Overall, the data highlights the growing impact of digital discovery, brand recognition, and fast-moving consumer trends in shaping beauty sales on Amazon. (Beauty Matter)
To read more about these stories, click the headlines below.
Rare Beauty Appoints ‘Off Campus’ Breakout Star Ella Bright As First Brand Ambassador
South Florida-Based Beauty Brand Appoints New CEO
Medik8 Expands North American Retail Presence Through Sephora Partnership
New Era Of Beauty Built From Your Biology: BYOSOM Launches DNA-Personalized Skincare!
Amazon Q2 2026: Top 25 Beauty And Personal Care Products
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