The TikTok-Savvy Activewear Brands Stealing Market Share
sourab26 A crop of small but emerging brands is capitalising on demand for novelty in the category, using TikTok-savvy marketing and a lifestyle-driven position to chip away at the dominance of…
social-media
The Top Trends That Will Define Beauty in 2026
As beauty growth normalised in 2025 from post-pandemic, virality-driven surges in categories such as fragrance and skincare, 2026 is shaping up to be a year of balance and evolution rather…
Prestige Fragrance’s Online Shopping Problem
More fragrances are now sold through digital channels than in store, posing challenges for the traditional ‘try before you buy’ playbook. As channels like Amazon and TikTok Shop pick up…
Why Beauty Brands Can’t Afford to Ignore TikTok Shop
Most beauty brands that sign an A-list celebrity as a brand ambassador tend to focus on photo shoots and social media mentions. But the team at skincare line Anua, which…
"Cuteness Aggression" Is Real & Powerful & We Don't Quite Get It, Either
TikTok There’s this thing we do in my family that may seem absolutely terrible from the outside, but among our ranks it’s really very cute. I’ll grab my kids by…
‘Vibe Marketing’ Is Taking Over Beauty. What Is It?
Generative AI is being adopted across the beauty industry to create everything from product images to formulas themselves, based on prompted “vibes.” As more companies utilise these tools for efficiency,…
Why ‘POV Shopping’ Videos Are a Risk for Luxury
Point-of-view videos secretly filmed inside luxury boutiques by content creators wearing smartglasses are going viral on TikTok and Instagram, creating reputational risk for luxury brands from Gucci to Patek Philippe.…
Will Jacob Elordi Be Worth It for Chanel?
On first inspection, the actors Timothée Chalamet and Jacob Elordi have a lot in common: Both are young Millennial heartthrobs who rose to movie stardom in A24 productions; both have…
Why People Hate AI | BoF
In January 2024, the Los Angeles-based brand Selkie posted images online of kitschy, pastel prints featuring cats and puppies. One sweatshirt showed a fluffy white Persian standing by a pile…
The Business of Looksmaxxing | BoF
The popular streamer Clavicular, whose real name is Braden Peters, has an extreme beauty routine. Before an audience of hundreds of thousands on his Kick livestream, he hammers his cheekbones…