Jenni Baden HowardAt CEW today, we sit down with Alpyn founder Kendra Kolb Butler to discuss the story behind the skin care brand’s two year rebranding journey. “The decision to rebrand wasn’t made lightly,” writes CEW reporter Didi Gluck about the sustainability-focused company, which originally launched in 2019 as Alpyn Beauty Wildcrafted Actives. “Over the course of two years, Kolb Butler and her team invested significant time in brainstorming and consumer testing to ensure that every element of the rebrand stayed true to Alpyn’s mission.” Speaking of sustainability, Anisa Telwar Kaicker, founder of Anisa International, talks to CEW about her mission to create kinder, cleaner makeup brushes.
Turning the spotlight on beauty merch, WWD showcases seven brands that have launched must-have accessories – from E.l.f Cosmetics’ collab with Stanley, in the shape of a limited tumbler with clip-on lip oil holder, to Glossier’s Birthday Tee, celebrating 10 years of the brand, emblazoned with its trademark stickers.
In breaking news, Sephora has announced that it is ending its partnership with Hydrafacial, effective from the end of the year at over 500 North American stories. Meanwhile, the National Advertising Division (NAD) has ruled that Drunk Elephant provided a reasonable basis for claiming certain skin care products in an Instagram post are “safe for kids and tweens to use” but recommends disclosure modifications to influencers.
On the other side of the pond, Harvey Nichols has tapped Kate Phelan, a stylist, fashion journalist, and former Topshop executive, as its first Creative Director. “This is an exciting time in retail with many new opportunities to use the channels we have available to tell stories,” said Phelan. Also, Grown Alchemist is opening its first stores outside of Australia in London on November 15. The UK-based, two-floor flagship will offer bespoke skin care consultations and face and body treatments.
Catch up on these and other stories at the links below.
The Story Behind Alpyn’s Rebrand. CEW talks to Alpyn Founder Kendra Kolb Butler about the intensive, two-year rebranding journey. (CEW)
A Kinder Makeup Brush. Anisa Telwar Kaicker, founder of Anisa International, talks to CEW about her mission to create kinder, cleaner and more sustainable brushes. (CEW)
Beauty’s Most Wanted Merch. WWD showcases seven brands with must-have spin-offs. (WWD)
NAD Rules On Drunk Elephant’s Skin Care Claims. The National Advertising Division (NAD) has ruled that Drunk Elephant provided a reasonable basis for claiming certain skincare products in an Instagram post are “safe for kids and tweens to use.” (HAPPI)
Sephora Ends Hydrafacial Partnership. The end of the collab will be effective from the end of the year, at over 500 North American stores. (BEAUTY INDEPENDENT)
Harvey Nichols Appoints Kate Phelan As First Creative Director. Phelan is a former Topshop executive, stylist, and fashion journalist. (COSMETICS BUSINESS)
Grown Alchemist Opens First Store Outside Australia. A new flagship will open in London on November 15. (BEAUTY MATTER)
How Department Stores Are Bringing Holiday Shoppers Back. Business Of Fashion reports on the futuristic plans of stores like Macy’s and Nordstrom for this holiday season. (BUSINESS OF FASHION)
