Andrea NagelExperiential brand partnerships and AI-driven retail insights are helping companies find creative ways to connect with shoppers across every stage of the product discovery journey.
BYOMA marked Pride Month with a partnership that extends beyond skin care, joining forces with fitness brand Barry’s to create a series of community-focused experiences across the U.S., Canada, and the U.K. Throughout June, the collaboration brought together wellness, movement, and self-expression through special workout classes, product sampling, social events, and Pride-themed activations. The initiative reflects a growing trend among beauty brands investing in experiential marketing to foster genuine connections with consumers by aligning around shared values of inclusivity, confidence, and belonging. BYOMA and Barry’s created opportunities for participants to engage both physically and socially, reinforcing the idea that personal care and community support often go hand in hand. (PR Newswire)
Meanwhile, beauty marketers are increasingly turning to ad-supported streaming platforms as a way to reach consumers in moments when they are most engaged and open to discovery. New research suggests that viewers often associate streaming time with relaxation and self-care, creating an environment where brand messages can feel more relevant and less disruptive than on crowded social channels. For beauty companies, this presents an opportunity to introduce products, build credibility, and strengthen consumer relationships through thoughtful content alignment. The trend is already delivering measurable results, with retailers reporting gains in awareness, store traffic, and sales. As streaming continues to influence purchasing habits, it is emerging as a powerful channel for fostering both brand affinity and long-term loyalty. (Glossy)
Building on the industry’s growing focus on digital engagement, new research from Ulta Beauty and NielsenIQ offers a closer look at how Gen Alpha is shaping the future of beauty retail. The findings suggest that while younger consumers are highly comfortable using technology to explore products, they still value the reassurance of seeing and experiencing products in person before making a purchase. Personalized recommendations and AI-powered tools are becoming increasingly important throughout the shopping journey, but trust and education remain key factors influencing decisions. The study also shows the continued role consumers play in guiding purchases, highlighting the need for brands and retailers to create seamless experiences that bridge digital convenience with meaningful in-store connections. (Global Cosmetics News)
The rise of social commerce continues to create new pathways for entrepreneurial beauty brands. One standout example is hair care founder Mandys Peña, who has transformed her expertise as a longtime hairstylist into a thriving business powered largely by livestream shopping. By connecting directly with consumers through authentic, Spanish-language content, she has built a loyal community that has helped drive more than one million orders for her brand. Her success highlights the growing influence of livestream commerce, particularly among underserved audiences seeking relatable voices and trusted recommendations. As social platforms increasingly blend entertainment, education, and shopping, creators like Peña are demonstrating how genuine engagement can become a powerful engine for both brand growth and customer loyalty. (Beauty Independent)
While social commerce is reshaping how consumers discover brands, established players are continuing to refresh their product offerings to meet evolving consumer needs. ChapStick has expanded its lip care portfolio with the launch of HydraBalm, a moisturizing formula designed to provide long-lasting hydration for dry lips. The new product introduces a tube-style format and is available in several flavor options, including cherry, vanilla, watermelon, and guava, alongside an unscented version. Developed with nourishing ingredients such as shea butter and jojoba oil, the launch reflects the ongoing demand for products that combine convenience with targeted skincare benefits. The latest addition is now rolling out through major retail channels, further strengthening the brand’s presence in the everyday lip care category. (Happi)
To read more about these stories, click the headlines below.
BYOMA And Barry’s Team Up For Pride Month To Celebrate Movement, Self-Care, and Community
Beauty Brands Are Driving Growth Through Ad-Supported Streaming
Ulta Beauty and NielsenIQ Partner on Gen Alpha Beauty Insights Study
How A Hairstylist Became One Of TikTok Shop’s Biggest Livestream Stars And Surpassed 1M Orders
ChapStick Introduces New Tube Format
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