Agenda-setting intelligence, analysis and advice for the global fashion community.
E.l.f. Cosmetics’ ads usually make a splash. The affordable cosmetics maker has decried the lack of gender parity in the boardroom with a sketch campaign called
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A social media stir accusing the brand’s fall campaign featuring Sydney Sweeney of having “Nazi” undertones caused the retailer — for better or for worse — to regain social media mindshare.
Following its inaugural Super Bowl ad featuring Jennifer Coolidge in 2023, E.l.f. Cosmetics plans to return to the big game this year.
A genius marketing campaign from E.l.f. Beauty this week emphasised how diversity, equity and inclusion efforts can be done at the highest levels — and what the barriers are to making substantial progress.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.
The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.
Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.
This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.
The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.
Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.
Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?
Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.
