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Beauty

Luxury Brands Stumble In Their Race to Conquer Beauty

Prestige makeup is fashion’s category expansion du jour. But even the market’s most powerful players could learn a thing or two from its celebrity-backed competition.
Prada Beauty has already seen search interest grow over 41 percent since last year, thanks to successful ad campaigns and sponsored content on TikTok
Prada Beauty has already seen search interest grow over 41 percent since last year, thanks to successful ad campaigns and sponsored content on TikTok. (Instagram/Pradabeauty)
By
BoF PROFESSIONAL

At a recent launch dinner at Metropolis by Marcus Samuelsson in downtown New York, conversation among beauty editors turned to fashion’s sudden interest in the red hot prestige makeup market, which grew 15 percent last year to $10.2 billion, according to Circana, while sales in other luxury sectors slumped.

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