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Agenda-setting intelligence, analysis and advice for the global fashion community.

Beauty Chases Its New Rocket Ships

As companies lower their forecasts, brace for tariffs and undertake layoffs, the industry is realising its tried-and-true categories and markets will need reinforcements.
elf beauty
This year, firms like Coty, Shiseido, Procter & Gamble and The Estée Lauder Companies have announced restructuring programmes and plans to lay off thousands of workers globally. (BoF Team)

Beauty is on the hunt for its next big bang.

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Further Reading

The End of the Lipstick Index

After years of double-digit growth and a perception of being impervious to wider economic downturns, the beauty industry is finding that cash-strapped customers aren’t interested in “little luxuries.”

Can Design Be the Flex It Once Was in Beauty?

In an increasingly competitive category, premium cosmetics labels like Merit and Sarah Creal Beauty are embracing more complex, distinctive — and costly — visual and sensorial touches to their products.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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