Andrea NagelPhysicians Formula is celebrating 10 years of its popular Butter Bronzer by bringing back the beauty trends that made it famous. The company teamed up with longtime beauty creators Jaclyn Hill and Manny MUA, who helped make the product well known during the height of YouTube makeup tutorials. The campaign also includes a larger, limited-edition version of the bronzer, giving fans another reason to revisit the product. This marketing approach reflects the growing interest in 2016 makeup styles, as many people enjoy looking back on that era. Although social media has changed and smaller creators now have more influence, the brand hopes its classic product will appeal to both loyal and new customers. (Glossy)
At the same time, the beauty industry is seeing another shift as people move away from the “clean girl” look and embrace a more relaxed, grunge-inspired style. Many Gen Z consumers are no longer interested in chasing flawless beauty standards. Instead, they see makeup as a fun way to show their personality and try new looks. This trend reflects how people are becoming tired of the pressure to always look perfect or follow strict wellness routines. Because of this, beauty brands are starting to change their message, encouraging creativity and individuality instead of promoting one ideal image of beauty. The focus is becoming more about confidence and self-expression than perfection. (Beauty Matter)
As beauty trends continue to evolve, companies are also making changes to prepare for the future. Jones Road Beauty recently announced that CEO Cody Plofker is stepping down after leading the brand for about five years. He explained that the company has reached a point where new leadership could better support its next stage of growth. During his time as CEO, the brand became a highly successful business while staying independent from major retail partnerships and Amazon. Although he is leaving his daily role, Plofker will remain involved as a board member and advisor while exploring new opportunities, including work related to artificial intelligence. (Global Cosmetics News)
Major beauty companies are also making business moves to strengthen their brands. L’Oréal announced that it will take over the Gucci Beauty license a year earlier than originally planned after reaching an agreement with Kering and Coty. As part of the deal, Coty will receive compensation for ending its partnership early and plans to use the funds to reduce debt and invest in its other luxury beauty brands. For L’Oréal, gaining control of Gucci Beauty sooner gives the company an opportunity to expand its luxury portfolio and grow the brand on a global scale. The agreement is expected to benefit all three companies as they focus on their long-term goals. (Cosmetics Business)
In addition to leadership and licensing changes, beauty companies are also adjusting their operations to improve long-term performance. Estée Lauder recently increased the budget for its ongoing restructuring plan as it continues to reorganize the business. The updated strategy includes reducing thousands more jobs worldwide, with many of the cuts affecting in-store beauty advisor positions at locations that have not been performing well. Along with these workforce changes, the company is investing in improving its supply chain, modernizing digital operations, and updating how products reach customers. Despite the higher costs of the restructuring plan, Estée Lauder expects these efforts to strengthen the company’s financial performance and support future growth. (The Industry Beauty)
Continuing the trend of creative marketing, beauty brands are also finding new ways to connect with consumers through major cultural events. Skincare brand QIQ recently launched a social media campaign inspired by the excitement of the 2026 FIFA World Cup. Instead of relying on expensive sponsorships, the company created a series of short videos that turn common skin concerns into a fun tournament competition. The campaign also cleverly teaches viewers how to pronounce the brand’s name, making it more memorable. By combining humor, storytelling, and social media, QIQ hopes to introduce its skincare products to new audiences while showing that creative ideas can be just as effective as large advertising budgets. (CEW)
Valmont recently introduced a new longevity program that combines genetic testing, lifestyle assessments, and customized treatments to help clients improve their overall well-being. Instead of focusing only on skincare, the company is partnering with medical and wellness experts to create personalized plans that address areas such as nutrition, movement, and skin health. This approach reflects the growing interest in preventive care and individualized beauty services. By blending science, luxury, and wellness, Valmont hopes to strengthen customer relationships and position itself as a leader in the future of longevity-focused beauty. (CEW)
To read more about these stories, click the headlines below.
Physicians Formula Returns To ‘2016 Makeup’ With A Jaclyn Hill And Manny MUA Partnership
Diet Coke, Dark Liner, And A Beauty Rebellion
Jones Road Beauty CEO Cody Plofker Steps Down
L’Oréal To Snap Up Gucci Beauty Licence From Coty Earlier Than Expected
Estée Lauder Lifts Restructuring Costs To $1.75 Billion As Point-Of-Sale Cuts Deepen
QIQ Brings World Cup Energy To Skin Care
Valmont Creates Global Longevity Platform
MEMBERS ONLY: Members can click here to be considered for our bi-monthly Member Spotlight, where we highlight standout work, achievements, and contributions across the community.
