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

How Can Viral Amazon-Native Beauty Brands Grow?

Holding companies and well-financed new Amazon aggregators alike are snapping up beauty and wellness sold exclusively on the platform. But growing them within and beyond the Amazon ecosystem will be challenging.

LilyAna Naturals is one of the Amazon-native beauty brands trying to find success off the platform. (Courtesy LilyAna Naturals)

Cheryl Wischhover

23 March 2022

At the beginning of the skin care boom, in the mid to late 2010s, brands like Deciem and Drunk Elephant educated wide swathes of consumers about the ingredients that made up their skin care routines, like retinol and vitamin C. In a commercial, L’Oréal Paris even had actor Eva Longoria teach people how to pronounce

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How Brands Leverage Word-of-Mouth Marketing

As the cost of advertising on Instagram rises, a growing number of direct-to-consumer brands are relying on their own customers to get the word out.

Fashion’s 5 Most Promising Supply Chain Innovations

As the pandemic wreaked havoc on global logistics, investors poured $65.6 billion into supply chain start-ups last year that promise to revolutionise everything from warehouse automation to shipping.

Why The Ordinary Is Coming Out as Pro Sulphate

In launching its new hair care line, the brand is highlighting its inclusion of an ingredient — sulphates — that its “clean” competitors say they do not use.

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Beauty

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Amazon

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.

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

For Beauty Brands, What’s a Department Store Worth?

In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.

For Niche Fragrance Makers, Time Is On Their Side

For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.

Underdays and Foundrae Are Hiring on BoF Careers

Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

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

Who Won Fashion’s Red Carpet Season of Change

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.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

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.

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

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