Earlier this month, three executives from bestselling Amazon Premium Beauty brands at a CEW x Amazon event shared their secrets for blazing a trail in beauty growth at the retailer. More than 250 industry insiders attended the panel discussion, which included expert insights from Ali Kole, Amazon’s Head of Premium Beauty. Today on Beauty News we reveal four game-changing takeaways from the event — from effective storytelling to understanding conversion metrics — that every brand looking to super-charge its marketing strategy on Amazon will want to learn. “According to recent NielsenIQ research, Amazon currently leads all retailers, with nearly 25% increases in both units and dollar sales,” reports Genevieve Monsma. “What’s more, NIQ reports that Amazon Premium Beauty growth has outpaced mass, 28.5 % to 17.5%.”

Estée Lauder has announced its investment in Chinese fragrance start-up brand Melt Season, acquiring a minority stakes via its New Incubation Ventures (NIV) arm. The move marks The Estée Lauder Company’s second investment in a Chinese start-up brand and its first within the fragrance category. “We look to build future engines of growth for the company, and in China, the fragrance category is extremely dynamic and exciting,” says Shana Randhava, NIV’s Senior Vice President.

In other acquisitions news, the now-bankrupt biotech company Amyris has successfully sold more of its beauty brands at auction. Rose Inc, the makeup brand founded by British model Rosie Huntington-Whiteley, was purchased by AA Investments for a reported $2.5 million, while Stripes—the menopausal skin care collection founded in collaboration with Naomi Watts—was sold to Sakana LLC for $500,000 (listing Watts as a managing member). Hair care brand JVN Hair, founded by Jonathan Van Ness, was purchased for for $1.25 million, by Windsong Global.

Looking ahead to influencer marketing trends in 2024, top creators and editors are predicting a call for greater authenticity (think long-term partnerships, more approachable content, FaceTime-style, with longer videos and vlogs) over the coming year.

Catch up on these and other news stories at the links below.

How To Succeed On Amazon Premium Beauty. Don’t miss these four secrets shared at the recent CEW x Amazon event by Ali Kole, Amazon’s Head of Premium Beauty, and the beauty executives behind Amazon’s top-selling brands. (CEW)

Estée Lauder Invests in Chinese Fragrance Start-Up. This is the second time the company has invested in a Chinese start-up brand, and its first within the fragrance category. (BEAUTY MATTER)

Amyris Sells Rose Inc, Stripes And JVN Hair. The biotech firm, which declared bankruptcy earlier this year, has announced the sale of three beauty brands. (BUSINESS OF FASHION)

Unilever Gets Bidding Offer for Elida Beauty By Yellow Wood Partners. Unilever announced this week that it has received a binding offer from Yellow Wood Partners LLC to acquire Elida Beauty. (UNILEVER)

The Future Of Influencer Marketing. Beauty creators and editors make their predictions for 2024. (GLOSSY)

Khloé Kardashian To Launch Perfumes. Partnering with Luxe Brands, the luxury perfumer, Kardashian’s fragrance collection is due to launch within the second half of 2024. (COSMETICS BUSINESS)

Youth To The People Launching Body Care. Responding to customer demand, the superfood-enriched skin care brand has expanded into body care. (WWD)