Andrea NagelBeauty brands are growing in a more connected environment where online discovery and retail presence work closely together. This is accelerating the pace at which products and companies reach wider audiences.
Ouai, the hair and body care label founded by celebrity stylist Jen Atkin, is entering a new leadership phase with the appointment of Susan Kim as Chief Executive Officer. Kim, who previously led skin care brand Kopari, will step into the role while Atkin continues as founder and Chief Creative Officer, maintaining a strong influence over the brand’s direction. The leadership change comes as Ouai continues to prioritize global growth, digital expansion, and its premium positioning. While hair care remains its core category led by bestsellers such as Detox Shampoo, Ouai has also seen rising demand across fragrance and body care, with strong momentum in online channels including Amazon. (The Business of Fashion)
Hailey Bieber has opened up about the billion-dollar sale of Rhode to e.l.f. Beauty, explaining that she set a firm valuation target early on and refused to compromise. The founder said the sale was driven by confidence in the brand’s long-term potential rather than a desire for a quick exit. Despite the acquisition, Bieber remains deeply involved, taking on expanded leadership and creative roles while emphasizing her commitment to Rhode’s future. She also hinted at pursuing other ventures someday, though she sees herself staying closely connected to the company. Looking ahead, Rhode plans to expand internationally, including a launch across European Sephora stores later this year. (Cosmetics Business)
Building on beauty’s growing shift toward digitally driven growth and consumer engagement, Sally Beauty Holdings reported stronger second-quarter results for fiscal 2026, fueled by rising sales, expanding margins, and continued momentum in e-commerce. The company saw double-digit online sales growth as it expanded across marketplace platforms, including a recent launch on TikTok Shop to reach younger, social-first consumers. Its Sally Beauty Supply division delivered the strongest gains, reversing declines from the previous year and benefiting from steady demand across beauty categories. While broader economic pressures continue to impact the retail landscape, the company maintained its earnings outlook, signaling confidence in its long-term strategy as beauty shopping increasingly shifts toward digital discovery and social commerce. (Global Cosmetic Industry)
The industry is now shifting away from minimalist “clean girl” aesthetics and embracing a more theatrical approach to makeup. Fueled by platforms such as TikTok and Pinterest, consumers are gravitating toward bold color, exaggerated finishes, and experimental looks that emphasize self-expression over perfection. This new wave of maximalism blends skin care-focused routines with artistic cosmetics, transforming makeup into a form of personal storytelling rather than subtle enhancement. The shift became especially apparent at high-profile events like the Met Gala, where dramatic beauty looks dominated the spotlight. As trends continue to evolve, the industry is increasingly prioritizing visibility, creativity, and emotional expression instead of polished uniformity. (Beauty Matter)
As fragrance continues to move toward more relaxed, personal use, Valentino Beauty is expanding its Born in Roma range with a Hair & Body Mists collection for Summer 2026. The launch brings four gourmand-inspired scents made for both hair and skin, offering a lighter, more casual alternative to traditional perfumes that can be layered or switched up depending on the moment. Rolling out through Sephora, Ulta Beauty, Macy’s, and Dillard’s, the collection fits into the growing shift toward fragrance that feels easy, flexible, and less formal. It reflects how consumers are increasingly treating scent as something everyday rather than reserved for special occasions. (Global Cosmetics News)
Following a wave of strong digital traction and growing investor interest, 4AM is now stepping into its next phase of growth with a $4 million seed round and a nationwide rollout at Target. The TikTok-born brand, which reimagines everyday skincare formats, will launch its Clean Sheets facial wipes across 1,745 stores, bringing a more elevated take on a traditionally utilitarian category into mainstream retail. The funding, supported by CAVU Consumer Partners and other investors, comes as the brand builds on momentum from TikTok and expands beyond its digital roots. It signals a broader shift in beauty toward convenient, ingredient-focused products that rework familiar formats for a more modern consumer. (Beauty Independent)
Ulta Beauty is expanding its fast-delivery reach by partnering with Uber Eats to offer same-day and scheduled beauty deliveries from more than 1,500 stores. Shoppers will be able to browse a wide range of categories, including fragrance, skincare, makeup, haircare, and tools from hundreds of brands directly through the app. The move reflects the retailer’s continued push into on-demand commerce, following earlier partnerships with platforms like Instacart and DoorDash. For Uber Eats, the collaboration marks another step in expanding beyond food into everyday retail needs, as it increasingly positions itself as a broader convenience marketplace. (Retail Dive)
To read more about these stories, click the headlines below.
Why Hailey Bieber Refused to Sell Rhode for Less Than $1 Billion
Sally Beauty Holdings Leans Into Digital Momentum as Q2 Sales, Margins and EPS Rise
Beauty Gets Theatrical: The Return of Maximalism
Valentino Beauty Expands Born in Roma with New Hair & Body Mists Collection
TikTok-Favorite 4AM Lands $4M Seed Round and Target Rollout as it Reinvents Facial Wipes
Ulta Beauty to offer products via Uber Eats
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