THE LATEST ARTICLES
NEWSLETTERS
xi sephora
Rachel Strugatz April 23, 2025
Nearly every beauty brand is exposed to China, adding to the anxiety that’s keeping industry executives up at night. But smaller and mid-market brands are feeling the tariff squeeze most of all.
phlur kayali boy smells perfume
Rachel Strugatz April 16, 2025
While beauty retailers face off over exclusivity for top-selling scents, TikTok Shop is siphoning off their online sales. Could its future owners—Amazon, Larry Ellison, the OnlyFans guy, or whomever—use the tech company to upend the fragrance business?
Rachel Strugatz April 9, 2025
Four years after a Series E that valued Glossier at nearly $2 billion, the millennial beauty brand is seeking more capital from investors, this time at a valuation “south of a billion dollars.”
Mikayla Nogueira
Rachel Strugatz April 2, 2025
Mikayla Nogueira was working at an Ulta in Massachusetts when she parlayed her pandemic furlough into semi-stardom as a beauty influencer, and then to launching an actual business.


Gwyneth Paltrow
Rachel Strugatz March 26, 2025
A micro-targeted mini press tour proclaiming the revival of her acting career has unintentionally turned a spotlight on Goop—Paltrow’s 17-year-old, unprofitable company currently in the throes of reinvention. Did she drop some clues about Goop’s future along the way?
Jerrod Blandino too faced
Rachel Strugatz March 19, 2025
Estée Lauder’s mascara darling Too Faced is betting on innovative eyelash tech to gain market share and gird itself for the clean beauty upstarts storming Sephora’s gates. Can mascara tech offset the baggage of the Lauder way?
pat mcgrath Louis Vuitton
Rachel Strugatz March 12, 2025
Last week’s announcement that Pat McGrath would be launching Louis Vuitton’s first foray into makeup thrilled beauty junkies, reassured investors, and gave every indication that they’d follow the Vuitton fragrance model of exclusivity and scarcity. After all, it is Louis Vuitton.
Mona Kattan
Rachel Strugatz March 5, 2025
Inside the beauty giant’s Bachelor-themed brand summit, where winners were anointed, industry trends were analyzed, and everyone is always kissing up to stay on the shelves of the hardest-to-please retailer in the business.


Karlie Kloss Carolina Herrera
Rachel Strugatz February 26, 2025
Good Girl, the iconic Carolina Herrera fragrance franchise, recently surpassed Chanel’s Chance as the world’s best-selling women’s perfume brand. An inside look at how Puig, the brand’s Spanish owner, leveraged social media and savvy marketing to dethrone a legend.
Violette
Rachel Strugatz February 19, 2025
Once relegated to backstage obscurity, makeup artists and their brands continue to take center stage—and an increasing amount of precious shelf space at Sephora. But as French makeup line Violette_FR hopes to prove, it’s as much about the product as the artistry.
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