Gabriella TermineThe beauty industry continues to evolve through new product innovations, brand partnerships, marketing initiatives, and changing consumer preferences. These developments highlight how companies are adapting to emerging trends, prioritizing inclusivity, and finding new ways to connect with their audiences.
Halsey’s affordable cosmetics brand Af94 has quietly shut down, adding to a growing list of celebrity-backed beauty businesses that have struggled to maintain momentum. Launched in 2022 as a lower-priced extension of About-Face, Af94 offered colorful, expressive makeup for $10 or less and initially launched in thousands of Walmart stores before expanding to Ulta Beauty. The brand’s website is now inactive, and its social media accounts have remained quiet since late 2024. While Af94’s closure reflects challenges in the competitive mass makeup market, Halsey’s original brand, About-Face, continues to expand internationally through retailers including Space NK and Douglas. The shutdown highlights the difficulties celebrity brands face in sustaining consumer demand and standing out in an increasingly crowded beauty industry. (Beauty Independent)
The US government is increasing its focus on women’s health with the creation of a dedicated division within the National Institutes of Health (NIH). Announced by the Department of Health and Human Services, the initiative aims to advance research and improve care for conditions that affect women, including endometriosis, cardiovascular disease, uterine fibroids, and menopause-related symptoms. The executive order also establishes a White House Women’s Health Task Force to coordinate efforts across federal agencies. Healthcare professionals emphasize that community pharmacists could play an important role in translating research into accessible care through medication guidance, preventive services and patient education. However, questions remain about long-term funding and how the new division’s goals will be implemented. (Drug Topics)
Jennifer Lawrence is entering the beauty industry with mes°, a new haircare brand developed in partnership with biotechnology company Arcaea. The brand focuses on simplifying hair routines through science-backed formulas designed to deliver multiple benefits with less effort. Its debut collection features three products: a repair mask, a volumizing mist, and a restyling serum, with prices ranging from $34 to $52. Inspired by Lawrence’s own experiences with lengthy beauty routines, mes° aims to help consumers maintain healthy-looking hair without constantly washing and restyling it. The launch reflects a growing interest in combining beauty innovation with convenience, offering multifunctional products designed to fit into everyday life. The collection is available exclusively through the brand’s website. (PR Newswire)
Bath & Body Works has opened its first Feel Good concept store at SouthPark Mall in Charlotte, North Carolina, introducing a new shopping experience centered on fragrance discovery and personalized recommendations. Launched on October 23, 2026, the store features interactive fragrance-testing areas, an Eau de Parfum bar, a lip-and-blend station, and a digital Fragrance Finder to help customers explore scents. The redesigned layout also provides clearer information about ingredients and product benefits. Additional locations are planned for Columbus, Ohio, and Miami, Florida. The concept reflects the growing importance of experiential retail and personalization, as brands look for new ways to engage shoppers and make product discovery easier. (Global Cosmetics News)
Drake has introduced Dosayado, his third unisex fragrance, to celebrate his 40th birthday. Developed by his fragrance brand, Better World Fragrance House, in collaboration with his lifestyle brand October’s Very Own (OVO), the scent combines citrus, aromatic herbs, floral notes, and warm woods. Its fragrance profile features passion fruit, white wine spritz, cannabis, clary sage, black pepper, rose, cognac, cedarwood, and roasted tonka. The bottle reimagines the brand’s signature spherical design in translucent burgundy glass, including its sculptural stand. Created with longtime collaborator and senior perfumer Michael Carby of Givaudan, Dosayado marks the first fragrance collaboration between Better World Fragrance House and OVO, further expanding Drake’s presence in the fragrance industry. (Cosmetics Business)
To read more about these stories, click the headlines below.
Halsey’s Mass-Market Makeup Brand Af94 Shuts Down
White House Declares Increased Focus On Women’s Health In US
Jennifer Lawrence Launches mes°, A New Biodesigned Haircare Brand Created with Arcaea
Bath & Body Works Opens First Feel Good Concept Store To Transform Fragrance Discovery
Drake Launches New Fragrance Dosayado To Celebrate 40th Birthday
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