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Perelel was launched in 2020 by Alex Taylor and Victoria Thain Gioia, who now serve as co-CEOs, as well as Dr. Banafsheh Bayati MD, OB/GYN, who now serves as medical co-founder. Taylor’s CV includes executive and editorial roles at publishers like Clique Media and EQAL, while Gioia worked in finance and strategy at The Honest Company and Olive & June. #Perelel has doubled its year-over-year growth since it launched and is approaching profitability, according to Taylor and Gioia.

This week, join Glossy's beauty team as they explore viral trends’ impact on beauty brands’ campaigns and marketing.

“Forecasting, especially in #beauty and #makeup, is notoriously difficult. There is no benchmark in the market for a jelly lip and cheek product. We invented it,” said Michel Brousset, co-founder and CEO of Waldencast, regarding Milk’s viral blush sticks, which helped boost Milk Makeup's revenue to $28.7 million during Q2, or a growth of 20% compared to Q2 2023. “We couldn’t keep up with the demand.” Read more: https://lnkd.in/dFKzF3BH

After 16 years in business, advanced contemporary fashion brand L'AGENCE is hitting the gas on growth. On top of introducing a Jean Bar retail concept, starting with a new store in L.A., the brand is expanding internationally to Europe and Asia — since early July, it’s opened stores in Paris and Seoul. Category expansion is also a key part of the strategy: In the last three years, L’Agence has launched shoes and swimwear, and it will soon introduce sleepwear, intimate apparel and belts. In addition, building on the success of a recent candle release, the brand will be going deeper into the home category. And a future beauty category, complete with cosmetics and fragrances made in Paris, is in the works. According to L’Agence founder and chairman Jeff Rudes, customer behavior will determine the timing of the home and beauty category launches. “She has to be so brand loyal that she’ll pick up the bottle [of perfume] at Saks and say, ‘I’ve got to try this.’ We’re not there yet,” he said. ”We’re very realistic about how to grow the brand. … She has to trust us and vote for what we’re doing. It’s all about timing. We have to get her to love more of what we’re doing, and then we’ll capture her [as a customer in other categories], for sure.” Also on the podcast, Rudes and L’Agence fashion director Tara Rudes Dann spoke about their New York Fashion Week plans, the new standards in customer service, and the road to “lifestyle brand.”

This week, join Glossy's beauty team as they explore viral trends’ impact on beauty brands’ campaigns and marketing.

When former beauty executive Evelyn Wang stopped dying her graying hair in 2015, she didn’t think it would lead to launching a #haircare brand. But when she began to fully embrace her silver tresses, she noticed a white space, she said. “I was going through this process where I had my [hair color] stripped out, which weakened the hair I grew out, so I was looking for products that would work for me,” said Wang, who has worked in high-profile beauty roles at L'Oréal Professionnel Paris, Milani Cosmetics, #Neutrogena and The Estée Lauder Companies Inc. “There were a few older formulas, and there was a purple shampoo brand people were advising me to buy — it was the same brand people use on white dogs in dog shows. At that point, I was like, ‘There are a lot of people with gray hair, but there’s nothing on the market [for them].” Story by Tatiana Pile

Join us for the Glossy Beauty x Wellness Summit from November 11-13 in Napa Valley, where top beauty and wellness execs will come together to discover cutting-edge strategies and connect with other industry peers. Secure your spot now for the best rate: https://buff.ly/3MjIe8m

Milk Makeup’s Cooling Water Jelly Tint blush sticks were an instant TikTok hit when they launched in January, with a 60,000-person strong waitlist of consumers hoping to get their hands on one of the candy-colored, wiggly blush sticks. But what is #TikTok virality really worth beyond views and likes? According to Milk Makeup owner Waldencast, it’s worth double-digit growth. On Tuesday, the beauty group, which also owns the professional-grade skin-care brand Obagi, announced a net revenue comparable growth increase of 25.7% for the second quarter of 2024. In this piece by Emily Jensen, we speak to Michel Brousset.

Body care has been a central focus for Sephora. The category was a key theme of the retailer’s annual brand summit in fall 2023, according to attendees. Ulta Beauty is also reportedly growing its body care assortment — the retailer recently lost market share in hair and color cosmetics, according to Euromonitor data cited by Jefferies investment bank. Sephora reached $10 billion in 2023 sales, according to numerous reports at the end of last year.

Each of the four channels Glossy+ Research examined in our #CMO Strategies series draws on a different set of marketing tactics and is influenced by distinct consumer and advertiser trends. Among the four channels, social media had the highest overall channel usage for paid ads, at a 97% usage rate among survey respondents. Display ads came in second place, with 75% of respondents saying that they use the channel for paid ads, an increase of 14 percentage points over last year. However, while the top two channels have taken up a large amount of marketers’ attention this year, retail media also saw an increase in adoption, from 40% in 2023 to 53% in 2024. Story by Li Lu