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

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.
Papatui
With a new acne care range, Papatui continues with its mission to elevate the everyday man's skincare routine. (Courtesy of Papatui)

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Further Reading

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Clean Beauty’s Quiet Comeback

Credo Beauty has added stylish clean makeup brand Saie to its portfolio, as the category enters a mature, results-driven era.

Can Nars Keep Winning Complexion?

With its biggest launch in years, Nars is hoping to consolidate its reputation as a category leader in foundations and concealers. But the fight to stay on top has never been harder.

About the author
Rachael Griffiths
Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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