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

How Struggling Beauty Brands Can Course-Correct

A spate of shutterings, bankruptcies and layoffs are rocking the beauty industry. Going back to basics by not overcommitting to executive hires and over-the-top marketing campaigns may be the route out, experts say.

An image of foundation smears. — Russ Mould, investment director at stockbroking company AJ Bell, said beauty was reckoning with no longer being the investment world’s darling. (Shutterstock)

Daniela Morosini

16 January 2024

BoF PROFESSIONAL

Just before the holidays, skincare line Matter of Fact quietly laid off five employees, representing some 40 percent of its workforce. It was the second round of layoffs for the company in 2023. The company was founded in 2018, and launched its first products in 2021. Two C-suite positions were turned into consultant roles, and Matter of Fact expressed a desire to rehire terminated employees once revenue improved, a person with knowledge of the matter told

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The Biggest Beauty Trends to Watch in 2024

TikTok trends and buzzy influencer recommendations continue to be the ultimate sources of beauty lovers’ purchase of makeup, skincare and hair care.

How Beauty Brands Are Gearing Up for 2024

Beauty brands are readying for another tumultuous year. Demand is strong, but growth remains challenging with rising customer acquisition costs and a bearish funding climate.

Are Sky-High Valuations Back in Fashion?

The fundraising landscape is still generally conservative, but companies like Alo Yoga are reportedly seeking multi-billion dollar valuations.

About the author

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.

In This Article

Topics

How Dwayne Johnson Made a Skincare Brand Men Actually Buy

The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.

Opinion: Harry Styles Is Selling Sex — Even If Wall Street Won’t

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.

The Business of Beauty Global Awards: An Update on 2025’s Winners

Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.

Is Harper Beckham Beauty’s Next It Founder?

This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.

Why H&M’s Sustainability Report Is So Unusual

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.

The Industry That Eats Its Young

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.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

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.

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