At its core, TikTok Shop is about discovery commerce, said Ajay Salpekar, gm of beauty at TikTok Shop. "The majority of the business is certainly short video, but an increasing amount is live." And it's lucrative.| Beauty Archives - Glossy
For its biggest giveaway yet, the LVMH-owned cosmetics brand enlisted Ulta Beauty to help stage a giveaway to one customer of a pink Ford Bronco. Benefit shared the inside story on the campaign that won it Best Brand Activation at the 2025 Glossy Pop Awards.| Beauty Archives - Glossy
By teasing new products, sharing educational videos and experimenting with YouTube Shorts, Bubble has built an audience of nearly 450,000 followers on YouTube. It was those initiatives that led the skin-care brand to win Best Use of YouTube in the 2025 Glossy Pop Awards.| Beauty Archives - Glossy
When it was announced on TikTok and Instagram that adult film star Ari Kytsya was partnering with the 29-year-old makeup brand Urban Decay, the comments, for the most part, embraced the collaboration.| Glossy
What’s driving this ongoing upheaval? Luxury experts told Glossy it’s because brand leaders are contending with the ongoing industry slowdown and looking for ways to shake their companies out of the funk that has affected the rest of the sector.| Glossy
Exponent Beauty, which hit the market in April 2022, has never done paid influencer partnerships. It does however, work with influencers, via bringing them in as investors. Sara and Erin Foster have been investors since the brand launched, preceding even the official launch of their early-stage fund, Oversubscribed Ventures. Now, Exponent Beauty is announcing longtime influencer Rocky Barnes as its latest investor.| Glossy
"Megababe is still self-funded; we have never taken $1 of fundraising," Sturino said on this week's episode of the Glossy Beauty Podcast. "It's a different type of approach than other brands that launched at the same time. Most people will take funding and grow really big." Also on the podcast, Sturino discusses her start in content creation, Megababe's expansion to Walmart and new categories, the brand's first big marketing investments, and her response to the current heightened fixation on ...| Glossy