Gabriella TermineThe beauty industry continues to evolve as brands respond to shifting consumer habits, new technology, and changing expectations around products and experiences.
British sunscreen brand Hello Sunday has exited Sephora in the U.S. just two years after launching there, highlighting how difficult international expansion can be for emerging beauty brands. While the brand initially met its first-year goals and saw the U.S. quickly become a major source of sales, the costs of operating in the market eventually became too high. Hello Sunday spent heavily on reformulating products for U.S. regulations, marketing, and maintaining a separate team, while consumer preferences also differed from those in the U.K. The brand ultimately decided it would need millions more in funding to continue. Instead, it is focusing on its core markets, offering a reminder that growth does not always mean expanding everywhere. (Beauty Independent)
AI is quickly becoming part of the beauty experience, from skin analysis and personalized recommendations to virtual simulations of how products could affect your skin. But as these tools become more common, the industry is also facing a growing trust problem. The rise of “looksmaxxing” and AI-generated beauty imagery is putting more pressure on consumers to constantly optimize their appearance, while making it harder to tell what is real. Brands including Olay, Perfect Corp., and Olive Young are using AI to make beauty more personalized, but experts stress that these tools should guide consumers rather than dictate what they should look like. Ultimately, transparency, privacy, and authenticity will be key to making AI useful without fueling unrealistic beauty standards. (Beauty Matter)
Food is becoming an unexpected but increasingly powerful part of beauty and fashion marketing, with brands turning to nostalgic snacks, restaurants, and drinks to create buzz and reach new audiences. Recent collaborations like Tower28 and Jell-O show how these partnerships can combine recognizable brands with beauty products in a way that feels fun, social, and highly shareable. Beyond collaborations, brands are also bringing food-inspired scents and flavors into products, from candy-corn perfume to caramel-scented hand sanitizer. Experts say the trend reflects a broader shift in which brands are expanding beyond their traditional categories and using food as part of culture, aesthetics, and consumer experiences. (Glossy)
Meridith Webster is stepping down as Chief Communications and Public Affairs Officer at Estée Lauder Companies after five years with the beauty giant. Webster joined the company in 2021 as its first EVP of Global Communications and Public Affairs, bringing together responsibilities that had previously been split between two executive roles. During her time at Estée Lauder, she oversaw corporate communications and public affairs as the company faced major operational and leadership changes. Her departure comes as Estée Lauder continues a broader business transformation under CEO Stéphane de La Faverie, making it another notable change within the company’s senior leadership team. Webster will leave to pursue an external opportunity. (Global Cosmetics News)
Baylis & Harding is expanding its Kindness+ collection with three new serum body lotions, now available at Whole Foods Market stores across the U.S. The skincare-inspired formulas are designed to bring familiar facial-care ingredients into everyday body care, offering targeted benefits alongside up to 72 hours of hydration. The range includes Vitamin C and niacinamide for brightening, hyaluronic acid for hydration, and salicylic acid to help smooth uneven texture. Each dermatologist-approved formula contains 97% naturally derived ingredients and is enriched with ingredients like shea butter, avocado oil, and coconut oil. The launch reflects the growing demand for body care that takes the same ingredient-focused approach as facial skincare. (PR Newswire)
To read more about these stories, click the headlines below.
Why Hello Sunday Decided To Leave Sephora US Two Years After Launching
Why Food Partnerships Are Only Getting Bigger: ‘Everyone Is In Each Other’s Business,’ Plus News
Estée Lauder Communications Chief Meridith Webster Steps Down
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