Andrea NagelThe beauty industry continues to shift as brands respond to changing consumer habits, new technology, and evolving ideas around beauty and wellness. These recent developments show how companies are finding new ways to grow, connect with consumers, and stand out in an increasingly competitive market.
Kendall Jenner is taking on a bigger role with wellness drinks brand TRIP by becoming both an investor and the face of its latest global campaign. Unlike a typical celebrity endorsement, Jenner now has a financial connection to the company, creating a closer relationship between her and the brand. TRIP, which sells sparkling drinks made with magnesium and botanical ingredients, has been expanding quickly across the US, Europe, and other markets. The company expects to reach $200 million in revenue in 2026 and sees the US as an important area for future growth. Jenner was already a TRIP customer before the partnership, which the company says makes her involvement feel more genuine as it introduces the brand to a wider audience. (The Industry Beauty)
COSRX is expanding beyond traditional skincare with its new 5 Peptide Lip Collection, a nine-product line designed to combine lip care with color and cosmetic benefits. Launching exclusively at Ulta Beauty in the U.S., the collection includes a tinted treatment, a daily lip balm, and an overnight lip mask. The products feature skincare-staple ingredients, including peptides, collagen, ceramides, panthenol, and hyaluronic acid. The tinted treatment offers sheer, buildable color while also focusing on hydration and the appearance of smoother, fuller-looking lips. As consumers increasingly want products that deliver both beauty and skincare benefits, COSRX is using its ingredient-focused approach to enter the growing “skinification” trend in lip products. (PR Newswire)
MAC Cosmetics has launched its global “We All Wear MAC” campaign to introduce new complexion products while highlighting natural-looking skin and personal style. The campaign features a diverse group of celebrities and creators from music, sports, fashion, television, and social media, including Doja Cat, Olandria Carthen, Rhea Raj, and Olympic athlete Masai Russell. The campaign was created by Global Creative Director Nicola Formichetti and photographer Zhong Ling, with a focus on making makeup feel effortless and allowing each person’s personality to stand out. The campaign also introduces the Studio Radiance Skin Tint Stick, which offers buildable coverage, hydration, and a lightweight finish. MAC’s approach reflects a growing interest in makeup that enhances natural skin rather than completely covering it. (Cosmetics Business)
Estée Lauder Companies is making several changes to its luxury beauty leadership team as Sandra Main prepares to retire. Justin Boxford will take on a new position overseeing a wider group of luxury brands, including La Mer, Estée Lauder, AERIN, Darphin Paris, and Lab Series. Erica Kwok has also been promoted to lead the Estée Lauder brand after 15 years with the company, bringing experience in marketing, product development, and global growth. Meanwhile, Magalie Parksuwan will continue managing La Mer while taking on additional responsibilities for Darphin Paris and Lab Series. The leadership changes bring experienced executives into expanded roles and are intended to improve collaboration across the company’s luxury portfolio while supporting future innovation and growth. (Global Cosmetics News)
Beauty incubator Underlining is launching Maniscreen with the goal of making hand care a more established beauty category. The brand’s first product is a mineral hand sunscreen that combines SPF protection with hydrating ingredients such as hyaluronic acid and ceramides. Sold at CVS and Sally Beauty, the product is designed to absorb quickly without leaving a greasy feeling. Underlining believes hands are an overlooked part of skincare, especially as consumers become more focused on maintaining a youthful appearance. The company plans to expand Maniscreen with additional hand-focused products, including vitamin C and hydrating mist. With the hand care market continuing to grow, Underlining hopes Maniscreen can become a major brand and eventually expand into more retailers and beauty categories. (Beauty Independent)
Beauty brands across Asia are facing stricter regulations as countries including Indonesia, China, and South Korea introduce new requirements for cosmetics. The changes include halal certification in Indonesia, stronger safety standards in China, and new safety assessments in South Korea. While the rules are intended to improve product safety, transparency, and consumer trust, they could also create higher costs and additional challenges for smaller beauty companies. Brands may need to adjust their formulas, testing processes, product launches, and supply chains to meet the new standards. As beauty markets across the region continue to grow, companies will need to balance regulatory compliance with the speed and affordability that have helped drive the industry’s expansion. (Jing Daily)
To read more about these stories, click the headlines below.
How Kendall Jenner’s TRIP Partnership Goes Beyond A Traditional Brand Deal
MAC Cosmetics Launches ‘We All Wear MAC’ Campaign With Celebrity Cast
Estée Lauder Companies Reshuffles Brand Leadership As Sandra Main Retires
Can Maniscreen Make Hand Care A Category Of Its Own?
Halal, Heavy Metals And The New Cost Of Beauty In Asia
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