Gabriella TermineBeauty brands are finding new ways to engage consumers through philanthropy, financing and seasonal retail experiences. Recent developments also highlight how companies are investing in research, growth and customer discovery while balancing costs and long-term value.
In the last three years, founder and CEO Maureen Kelly of Tarte Cosmetics has been creating the perfect collab with Roller Rabbit. Tarte and Roller Rabbit’s limited-edition makeup and lifestyle collaboration sold out its online bundles in just 60 seconds, making it Tarte’s fastest-selling partnership to date. Inspired by sleepovers and getting ready with friends, the collection paired Tarte’s popular beauty products with Roller Rabbit’s signature prints across makeup, pajamas, and accessories. The launch built anticipation through social media teasers, a waitlist of more than 30,000 people in 24 hours, creator content, and in-store events. It also attracted new customers to the brand. 55% of shoppers were buying from Tarte for the first time, the highest new-customer share of any Tarte collaboration. The brands say the campaign resonated across generations, from moms and daughters to younger fans discovering it through TikTok. (PR Newswire)
The Maker, the fragrance brand founded by Fresh co-founders Lev Glazman and Alina Roytberg, has closed its online store and halted wholesale operations while the founders focus on their Hudson, New York, hotel. The brand said it has not determined when it might reopen, leaving a possible return on the table. Despite securing distribution at retailers including Sephora, Bluemercury and Goop, The Maker faced rising operating costs and challenges translating its hotel-inspired story into a standalone fragrance business. Its senior beauty executives have also departed. Industry observers suggest a future relaunch could build more directly on the hotel experience and focus on the brand’s strongest-selling scents. (Beauty Independent)
Hailey Bieber’s beauty brand Rhode has announced a $5 million grant and partnership with the Foundation for Women’s Health, marking its largest philanthropic commitment to date. The funding will support women’s health research and innovation over the next three years, including underfunded areas such as pregnancy, postpartum care, and autoimmune conditions. One million dollars will establish the Foundation for Women’s Health Evergreen Fund, which will invest in companies developing therapeutics and diagnostics, with a focus on maternal and adolescent health. The grant is part of Rhode Futures Fund and parent company e.l.f. Beauty’s commitment to donate 2% of net profits to meaningful causes.(Cosmetics Business)
Procter & Gamble has raised $4 billion by issuing senior notes with maturities ranging from 2031 to 2056. The financing follows stronger-than-expected first-quarter results, with revenue of $23.28 billion and core earnings of $2.00 per share. P&G reported organic growth across all ten product categories, despite higher raw material and freight costs. The company says the long-term capital will provide flexibility to support manufacturing, innovation, and international operations. The transaction highlights how major consumer goods companies are securing financing to manage rising costs and fund ongoing investment. (Global Cosmetics News)
Beauty advent calendars have evolved from seasonal gift sets into major commercial events, helping brands attract new customers and encourage future purchases. Their appeal relies on curated products, strong perceived value and increasingly elaborate packaging, but high production, shipping and assembly costs can put pressure on margins. Brands are also facing sustainability concerns around bulky materials and recyclability. As competition grows, retailers are exploring more focused assortments, personalization and new formats that extend beyond December. The article suggests the calendars’ long-term value may depend less on the size of the box and more on whether they turn product discovery into repeat buying. (Beauty Matter)
To read more about these stories, click the headlines below.
Fresh Founders’ Fragrance Brand The Maker Closes, But A Comeback Is Possible
Hailey Bieber’s Rhode Unveils $5 Million Grant And Partnership With Foundation For Women’s Health
Procter & Gamble Secures US$4 Billion In Long-Term Financing
Santa’s Spreadsheet: The Business Of Beauty Advent Calendars
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