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The Gen-Z favourite brand debuted its first-ever TV commercial featuring Jennifer Coolidge hot off While Lotus buzz, in a prime-time Super Bowl spot — signalling the size of its ambitions.
The two companies, which occupy different ends of the market, report results this week. Plus, what else to watch for in the coming days.
E.l.f. used Tiktok to become a Gen Z favourite. Now the brand wants to turn its new fans into lifelong customers, with a little help from Alicia Keys.
Priya Rao is Executive Editor at The Business of Beauty at BoF. She is based in New York and oversees BoF’s beauty and wellness coverage.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
The executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.