Andrea NagelFrom new brand partnerships to product launches and changing shopping habits, these trends show how quickly the beauty market is changing.
Ashtin Earle is quickly becoming a name to watch in the beauty industry, especially after the release of Netflix’s Earle Meets World. The show has increased attention around Ashtin and helped her connect with new audiences beyond her sister Alix’s large social media following. Beauty brands like MAC and Pantene are capitalizing on this growing attention by partnering with her. Her rise also shows how brands are changing the way they find influencers. Instead of only looking at follower counts, companies are paying more attention to timing, personality, and cultural relevance. Ashtin’s growing popularity proves that reality television can still create opportunities for new beauty personalities. (Beauty Matter)
Sephora’s move onto TikTok Shop shows how important social media shopping has become for the beauty industry. The retailer recently launched its TikTok Shop with a limited selection of products, giving customers a way to discover and buy items without leaving the app. TikTok Shop has grown quickly because creators can introduce products to viewers and make purchasing simple and convenient. However, Sephora also faces challenges, especially with TikTok’s frequent discounts and coupons, which may not match the company’s more premium image. The success of this partnership could depend on whether TikTok can turn quick purchases into loyal customers while Sephora continues offering the personal service and in-store experience shoppers value. (Glossy)
LeNose is trying to change the way people think about hand soap by offering a more luxurious experience for just $10. Created by former Bubble executives, the brand is focused on Gen Z consumers who want their homes to feel stylish without spending a lot of money. Its five Soap de Parfum scents are designed to have high-end fragrances while using colorful packaging and playful names to stand out. The brand has already raised $3 million from investors and plans to sell through Amazon, TikTok Shop, and its website before expanding into stores. Instead of relying heavily on influencers, LeNose also wants to grow through community and word-of-mouth recommendations. (Beauty Independent)
SKIMS is expanding beyond fashion, but its beauty launch will take a little longer than expected. Kim Kardashian recently confirmed that SKIMS Beauty will now launch in 2027 instead of the originally planned 2026 release. The company has not shared a specific launch date, product details, or reason for the delay. SKIMS’ move into beauty began after the company acquired SKKN by Kim in 2025, bringing Kardashian’s skincare and beauty business under the SKIMS brand. The company has also hired beauty industry leaders and continued growing its retail presence. While fans will have to wait longer for SKIMS Beauty, the launch is expected to include products across areas such as skincare, makeup, and fragrance. (The Industry Beauty)
Kenneth Cole is teaming up with singer Joe Jonas to launch its new men’s fragrance, INSPIRE. Jonas is serving as the brand’s Global Brand Ambassador and helped create a campaign that puts a funny spin on traditional fragrance advertising. Instead of taking the usual serious and dramatic approach, the campaign uses comedy, cinematic visuals, and an original power ballad performed by Jonas. INSPIRE features a mix of citrus, herbs, warm woods, and amber, giving it a fresh yet rich scent. The fragrance will be promoted throughout New York City with events, branded pedicabs, and a takeover of One Times Square. It will be available as both an Eau de Toilette and body spray. (Cosmetics Business)
Lashify has announced celebrity makeup artist Ernesto Casillas as its newest brand ambassador. Known for his work with celebrities such as Zendaya and Jennifer Lopez, Casillas will work with Lashify to create beauty tutorials, social media content, and a special collection featuring his favorite lash styles. He has already used Lashify’s DIY lash extensions in his professional work, especially for red carpet and editorial looks. Through the partnership, Casillas plans to share his techniques and tips to help customers create more customized lash looks at home. The collaboration will launch across Lashify’s digital platforms and Casillas’ social media channels, giving beauty fans a closer look at his professional approach. (PR Newswire)
To read more about these stories, click the headlines below.
“Earle Meets World” Fuels Ashtin Earle’s Beauty Deals
With Sephora Joining TikTok Shop, Is The Social Shopping Platform Becoming Too Big To Ignore?
Aesop Taste Without An Aesop Budget? LeNose Gives $10 Hand Soap The Luxury Treatment
SKIMS Beauty Launch Slips To 2027 As Kim Kardashian Confirms New Timeline
Kenneth Cole Partners With Joe Jonas For INSPIRE Fragrance Launch
Lashify Announces Celebrity Makeup Artist, Ernesto Casillas, As New Brand Ambassador
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