Andrea NagelBrands are expanding into beauty’s hottest category, Khy names a CEO, and education leads the way for Saie.
Eyes, lips, face, and… strands? Elf Beauty is launching hair care, marking the brand’s first category expansion after its official skin care rollout in June 2022. The initial launch consists of six products: a shampoo, conditioner, treatment oil, anti-frizz styling spray, styling cream, and a styling wand, all priced at $10 or below. The line has been in the works for about two years, said Kory Marchisotto, President of Elf Brands. “This is a new category for us. We wanted to make sure that the formulas were perfected,” she said. “It takes time to make sure that we can get that right.” (Vogue)
Founded in 2020, Bitelab achieved annual sales of 6 billion Korean won, including subsidiaries, last year. Bitelab operates the hair care brand lilyeve, the skin care brand Saekdong Seoul, and the lifestyle brand Baruner. For the first time since its founding, Bitelab secured an investment of over 1 billion Korean won from Atinum Investment and CJ Olive Young last month. This marks the first time CJ Olive Young has invested in an indie hair care brand. Jo Yong-hoon, CEO of Bitelab, met with Chosun Biz at the company’s headquarters in Gangnam-gu, Seoul, on the 10th and said, “I think receiving investment is ultimately about buying time. Now, when interest in K-beauty is high, is the right time to accelerate.” (The CHOSUN Daily)
Kylie Jenner‘s Khy has appointed Laura du Rusquec Chief Executive Officer. The direct-to-consumer fashion label was founded by Jenner in 2023 with her serving as Creative Director, positioning itself around limited-edition drops. With du Rusquec’s appointment, Khy looks to strengthen its business as it continues to evolve as a fashion company. Jenner said the hire reflects the direction she envisions for the brand as it continues to mature. (WWD)
As consumers continue to seek makeup products that deliver both coverage and skin care benefits, Tarte Cosmetics is introducing a new complexion product designed to blur the lines between the two categories. The brand’s latest launch combines colour correction, hydration, and lightweight coverage in a serum-based formula that adapts to individual skin tones as it is blended. Featuring ingredients commonly found in skin care, including niacinamide, peptides, and hyaluronic acid, the product reflects the growing demand for multifunctional beauty solutions. With its flexible shade technology and skin-focused approach, the launch signals how complexion products are evolving, with ease of use and everyday wear. (Cosmetic Business)
In a recent interview, Bubble founder Shai Eisenman reflected on the brand’s rapid growth and the role its community has played in shaping everything from product development to marketing strategy. Eisenman argues that younger consumers are becoming increasingly selective, favoring products that deliver multiple benefits without adding complexity to their routines. This shift has informed Bubble’s latest launch and broader business strategy, as the company focuses on accessibility, community engagement, and long-term growth. Despite industry speculation around a potential sale, Bubble remains committed to expanding independently and strengthening its position within the mass skin care market. (Beauty Independent)
Building on the growing demand for simpler, more effective skin care routines, Dermalogica is highlighting the importance of skin barrier health as the foundation of long-term skin wellness. As consumers increasingly experiment with active ingredients and complex routines, skin care professionals are reporting a rise in irritation, sensitivity, and dehydration linked to weakened skin barriers. The brand is encouraging a more balanced approach that prioritises strengthening the skin’s natural protective function through barrier-supporting ingredients and streamlined routines. Rather than focusing solely on correcting individual concerns, this shift reflects a broader industry movement toward prevention, resilience, and overall skin health. The message is clear that healthy, resilient skin starts with a strong foundation. (PR Newswire)
Saie is turning to education as a key part of its strategy. The brand has launched The Makeup Class, a digital learning platform designed to help consumers feel more confident navigating makeup application and product selection. Building on the success of its previous in-person workshops, the initiative expands access to expert guidance while creating deeper engagement with its community. By blending tutorials with interactive shopping experiences, Saie is offering consumers both practical skills and product discovery in one space. The launch reflects a broader shift toward education-led marketing, as brands increasingly focus on building trust, connection, and long-term customer relationships. (Glossy)
In a recent commentary, cosmetic chemist and BeautyStat founder Ron Robinson explored the rise of “looksmaxxing,” a trend that encourages constant appearance optimization, particularly among young men. While acknowledging the growing interest in grooming and skincare, Robinson advocates for a more balanced approach focused on long-term skin health rather than perfection. He argues that consistent habits, evidence-based skin care, and realistic expectations deliver better results than extreme treatments or viral online trends. The discussion reflects a broader industry shift toward promoting healthy, sustainable beauty practices that prioritize confidence, wellbeing, and informed decision-making over unattainable ideals. (New Beauty)
LANEIGE’s newly opened global flagship store in Seoul reflects this shift, combining artificial intelligence, customization, and interactive retail under one roof. Designed as an experiential destination, the space allows visitors to receive tailored skincare recommendations, create personalized beauty products, and explore innovative beauty technologies in real time. The concept moves beyond traditional shopping by placing individual consumer needs at the center of the experience. The launch highlights the growing role of AI and personalization in beauty retail, as brands seek to offer more customized, data-driven solutions to meet evolving consumer expectations. (Global Cosmetics News)
To read more about these stories, click the headlines below.
Why E.L.F. Beauty is Launching Hair Care
Bitelab Secures Investment, Aims for Global Hair Care Leadership
Kylie Jenner’s Khy Taps Laura du Rusquec as CEO
Tarte Cosmetics To Shake-Up Complexion Category With Adaptive CC-Cream-Serum Hybrid Product
Bubble Founder Shai Eisenman On Gen Alpha, Beauty Fatigue And Not Selling (For Now)
Dermalogica on Why Skin Barrier Health Is the Foundation of Modern Skincare
Saie Bets On Education With ‘The Makeup Class’ To Create Brand ‘Superfans’
Looksmaxxing vs. Looksbettering: A Cosmetic Chemist’s Take on Men’s Grooming Culture
LANEIGE Opens Global Flagship Store Focused On AI-Powered Personalised Beauty
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.
