Andrea NagelThe beauty industry continues to see major shifts as brands expand into new markets, introduce innovative products, and invest in strategies to drive growth. From evolving consumer trends to global expansion and new retail opportunities, companies are finding new ways to strengthen their presence in an increasingly competitive market.
Glossier is leaning into the relatable stress of the holiday season with its new campaign, “Have Yourself a Merry Little Meltdown.” The campaign features four New York creatives representing different holiday personalities, from the introvert to the overcommitted partygoer, with a gift guide designed around each character. The collection includes fragrance sets, limited-edition Balm Dotcom flavors and a Black Cherry lip duo. New additions include Toasty Nuts, inspired by New York’s roasted-nut carts, and Just Baked, which features a pastry-inspired flavor and a mauve tint. Steven Brahms directed the campaign film, set to debut November 6, while the holiday collection is already available. (The Industry Beauty)
Men are increasingly sharing skincare recommendations, helping fuel growth for Atwater, the grooming brand founded by former Kiehl’s president Chris Salgardo. The brand is expanding into Neiman Marcus as it experiences strong retail performance, rising online sales, and growing interest from consumers. Atwater differentiates itself by offering moisturizers tailored to different skin types, along with an online quiz to help shoppers choose the right products. Salgardo says educating men about their skin is key to building lasting routines and customer loyalty. With projected 2026 revenue of $2 million to $5 million, Atwater is also expanding its assortment as competition in the men’s skincare market continues to grow. (Beauty Independent)
Asian fragrance brands are redefining gourmand perfumes by drawing inspiration from familiar regional foods and drinks, including pandan desserts, sticky rice, matcha, and roasted sweet potatoes. As demand for niche fragrance grows, these scents offer brands a way to stand out while connecting consumers with cultural traditions and personal memories. China’s niche fragrance market is gaining momentum, while Southeast Asia is also expected to see continued growth in the category. Rather than focusing solely on sugary notes like vanilla and caramel, brands are exploring more subtle, savory, and creamy scent profiles. This shift highlights how cultural identity and emotional connection are becoming important drivers of fragrance innovation and consumer interest. (Beauty Matter)
KAYALI is expanding its dessert-inspired fragrance lineup with Yum Vanilla Cupcake | 108 Eau de Parfum, launching globally October 30. Created by founder Mona Kattan, the new scent draws inspiration from childhood birthday celebrations, blending nostalgic sweetness with notes of lemon sugar, white caramel, coconut flakes, and vanilla frosting. The fragrance marks the third addition to the brand’s Yum collection, following its pistachio gelato and marshmallow scents. Available in multiple sizes, prices range from $29 for a travel spray to $150 for the 100ml bottle. A limited-edition version featuring colorful sprinkle detailing will also be released for the holiday season, adding a playful touch to the signature packaging. (PR Newswire)
Nivea Sun has signed a five-year partnership with the Tour de France, becoming the cycling event’s official sun protection partner starting in March 2027. The Beiersdorf-owned brand will also support the Tour de France Femmes avec Zwift, bringing sun safety messaging to races across 20 European countries. Planned activations include sunscreen sampling along race routes, interactive mobile experiences, fan zones and a limited-edition Tour de France product line. The partnership will extend across television, social media, digital advertising and retail promotions. By connecting with spectators and cycling fans throughout the summer season, Nivea Sun aims to encourage better sun protection habits while strengthening its visibility at one of the world’s most recognized sporting events. (Cosmetics Business)
Dolce & Gabbana Beauty is targeting another year of double-digit growth in 2026 after generating more than €1 billion in wholesale revenue in 2025. Since bringing its beauty operations in-house in 2022, the division has more than tripled sales and recorded 14% revenue growth last year. The company plans to build on this momentum by expanding its fragrance offerings, increasing makeup distribution and launching a complete skincare line. It also aims to open 50 to 70 standalone boutiques worldwide over the next three years, focusing on markets including the United States, India, Brazil and the Middle East. The strategy reflects the brand’s efforts to strengthen its position in prestige beauty and expand its global retail presence. (Global Cosmetics News)
To read more about these stories, click the headlines below.
Glossier Unveils ‘Have Yourself A Merry Little Meltdown’ Holiday Campaign
Men Are Finally Swapping Skincare Tips. Atwater Is Reaping The Rewards.
Sticky Rice, Sweet Potato, And Milk Tea: Asia’s New Gourmand
Nivea Sun Gears Up To Become Official Sun Protection Of The Tour De France
Dolce & Gabbana Beauty Targets Double-Digit Growth As Global Expansion Accelerates
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