You Made It Into Retail. Now What?
For many emerging beauty brands, landing a national retail account is a defining milestone. Months or even years of product development, brand building and community engagement culminate in the moment a purchase order arrives.
A New Brand Encourages Makeup Expression For Beauty’s Maximalist Resurgence
Before attracting 40,500 followers and 4 million likes on TikTok with approachable, real-time beauty content, Iulia Scvortova worked at Shoppers Drug Mart, helping customers navigate a high-low assortment spanning Dior, Maybelline, Lancôme and Chanel. In her retail and content...
In Beauty’s Retail Arms Race, Target And Walmart Push Premiumization
As higher-income shoppers drive a disproportionate share of beauty spending, Target and Walmart are racing to premiumize their assortments by introducing brands designed to deliver prestige cues at mass prices. Target has onboarded over...
Hanahana Beauty Founder On Retail Challenges As Brand Refocuses On DTC
As retailers jostle for the most-promising brands, some beauty entrepreneurs are speaking out about the difficulty of standing out in crowded assortments as cash-strapped upstarts. After reaching 500 Ulta Beauty locations following a 2023 debut at the beauty...
Henkel’s $1.4B Olaplex Deal Hinges On The Brand’s Resurgence
With its $1.4 billion acquisition of Olaplex, Henkel is playing to its strength in haircare and looking to win across...
