Andrea NagelFrom celebrity partnerships to new product launches, these latest updates highlight what’s happening across the industry.
Jake Shane is taking his relationship with beauty brand Dolce Glow to the next level by becoming an investor. The comedian and podcast host has been a longtime fan of founder Isabel Alysa Vita and has used the brand’s tanning products for years. This is Shane’s first investment in a brand, and he is expected to help with events, product launches, and social media content. Dolce Glow already has several celebrity investors and recently raised $11 million in Series A funding. With millions of followers across TikTok and Instagram, Shane brings a strong online community to the company. His investment reflects the growing connection between creators and beauty brands. (Beauty Independent)
Gen Z is changing the way people think about brand loyalty. Instead of sticking with one brand for years, many young consumers are willing to switch depending on price, quality, reviews, and how well a product meets their needs. Social media creators, online communities, and even AI recommendations also play a major role in what they decide to buy. While Gen Z is open to trying alternatives and “dupes,” they can still become loyal when a product proves itself and earns their trust. For brands, this means loyalty cannot be taken for granted. Companies need to consistently provide value, be transparent, and give consumers a reason to keep coming back. (Beauty Matter)
Coty is making changes to strengthen its U.S. consumer beauty business, appointing Kara Langan as its new General Manager. She will help guide brands such as CoverGirl and Sally Hansen as the company increases marketing and works to reconnect with shoppers. Coty plans to balance traditional advertising with creator partnerships, recognizing that different generations respond to different types of media. Sally Hansen has already seen renewed growth after receiving more support, while CoverGirl is focusing on products that have performed well with consumers. The company is also planning new nail, fragrance, and body-care products. With its U.S. market making up a major part of the business, Coty is looking to rebuild momentum through stronger marketing, product development, and retail partnerships. (Glossy)
Grande Cosmetics has chosen actress Lucy Hale as its first celebrity Brand Ambassador, building on a relationship that began years before the official partnership. Hale has reportedly used the company’s GrandeLASH-MD lash serum for about 15 years and will now help promote the product along with GrandeBROW. The partnership launches alongside the brand’s new “Little Rituals, Big Impact” campaign, which focuses on enhancing natural features instead of chasing perfection. Hale will appear in television, social media, digital, outdoor, and in-store campaigns at Sephora. Her long history with the brand also gives the partnership a personal connection, showing how everyday beauty routines can develop into authentic relationships between celebrities and beauty companies. (Cosmetics Business)
Scentbird is expanding its partnership with Lionsgate’s The Twilight Saga with a new fragrance inspired by New Moon. Following the success of its first Twilight scent, the company launched the limited-edition Eau de Parfum on October 1, giving fans another way to connect with the popular franchise. The fragrance combines floral and warm notes, including ginger flower, vanilla, caramel, amber, and sandalwood. Scentbird is also bringing the launch to fans through sampling events and creator content featuring actors Jackson Rathbone and Peter Facinelli. Available exclusively through Scentbird in several sizes, the new fragrance continues the brand’s strategy of turning popular entertainment franchises into collectible and personal scent experiences. (PR Newswire)
Fable & Mane, the Ayurvedic-inspired haircare brand, has appointed Cécile Budge as its new CEO, taking over from co-founder Akash Mehta. Budge brings extensive beauty industry experience, having previously worked with companies including Omorovicza, Shiseido, and P&G Beauty. Mehta will remain involved as a co-founder with his sister, Nikita, while Budge focuses on expanding the brand’s global reach and growth. Fable & Mane has grown significantly since launching in 2020, now selling its products in more than 30 markets through major retailers. The company has also strengthened its leadership team by appointing Rose Pilato as its first Chief Marketing Officer, signaling its ambitions for continued international expansion. (The Industry Beauty)
Tresalis has made its first beauty investment, acquiring a majority stake in Vyrao, a fragrance brand known for pairing scent with emotional well-being. The deal marks the beginning of Tresalis’s plan to build a portfolio of science-focused beauty and wellness businesses with strong growth potential. Vyrao will keep its distinctive identity and current leadership while gaining access to Tresalis’s operational support, international network, and resources. Founder Yasmin Sewell will remain closely involved as the brand’s chief brand officer and will continue guiding its creative and strategic vision. The acquisition allows Vyrao to expand globally while allowing Tresalis to establish its presence in the growing wellness-focused fragrance market. (Personal Care Insights)
Haus Labs has apologized after facing criticism over the limited shade range of its new Sun Dipped Bronzing Veil. Beauty creators, including Golloria George, raised concerns that the original six shades did not provide enough options for people with deeper skin tones. In response, the brand paused the product’s launch and returned to development, expanding the collection to 11 shades designed to offer greater inclusivity. Haus Labs also acknowledged that its initial response to the criticism was not handled appropriately and said it would use the experience to improve its approach. The apology received positive reactions from several beauty creators, who praised the brand for listening, taking responsibility, and making changes based on community feedback. (Cosmetics Business)
L’Oréal is introducing Korean skincare brand Dr.G to US consumers through TikTok Shop, highlighting a growing shift toward social commerce in beauty. The launch follows L’Oréal’s acquisition of Dr.G in 2024 and includes seven products, along with five exclusive bundles available through the platform. The company is also supporting the debut with a broad marketing campaign featuring creators, social media, events, and outdoor advertising. Unlike traditional beauty launches that often begin with major retailers, Dr.G is entering the US market through social shopping first. The strategy reflects the growing influence of TikTok Shop as a way for beauty brands to reach consumers, build awareness, and create direct shopping experiences online. (Personal Care Insights)
SBE Beauty has launched its full collection at Credo Beauty stores and online across the US, marking the brand’s first major move into physical beauty retail. Founded by Ella Rose McFadin HW and Jordan Hayward, the brand focuses on simple, clean beauty products designed to make everyday routines easier and more enjoyable. The collection includes blush, bronzer, brow gel, and lip oil, along with a Credo-exclusive dual-ended brush. SBE Beauty’s products are vegan, Leaping Bunny certified, and made with an emphasis on thoughtful ingredients and more responsible packaging. The partnership gives shoppers a chance to try the products in person while helping SBE Beauty reach a wider audience and expand its presence in clean beauty. (SBE)
To read more about these stories, click the headlines below.
Jake Shane Joins Dolce Glow’s Cap Table With His First Brand Investment
The Gen Z Consumer: Brand Loyalty Is No Longer A Certainty
Exclusive: Coty Names New US Consumer Beauty Chief As It Rebuilds Brand Support
Grande Cosmetics Taps Actress Lucy Hale As First Celebrity Brand Ambassador
Fable & Mane Names Cécile Budge CEO, Succeeding Co-Founder Akash Mehta
Tresalis Acquires Well-Being Fragrance Brand Vyrao In Debut Beauty Acquisition
Lady Gaga’s Haus Labs Shares Apology Following Bronzer Shade Range Backlash
L’Oréal Puts Social Commerce First With Dr.G US Launch On TikTok Shop
SBE Beauty Debuts At Credo Beauty Nationwide September 30, 2026
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