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

How Trendmood Gets the Scoop

The 13-year-old Instagram account — run by makeup artist Sophie Shab — is known for breaking beauty launches before anyone else. Shab is expanding her empire, inking brand partnerships and planning to open her first pop-up this summer.

You can see Sophie Shab, wearing a blush pink fur coat, applying blush at a Rare Beauty event. — The Instagram account @trendmood1, which regularly breaks beauty news before publications do, is run by Sophie Shab, an LA-based makeup artist born in Israel. (Trendmood)

Brennan Kilbane

14 April 2025

BoF PROFESSIONAL

When Amy Liu, the founder of Tower28, was strategising her skin-friendly beauty brand’s latest launch — a powdered blush, called Getset — she considered all the standard launch options; a days-long festival of programming? An influencer trip, a

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About the author

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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