Skip to main content
BoF Logo

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

When Big Beauty Pulled Out of NYFW, Indies Stepped Up

New York’s backstages were ruled by smaller brands making their Fashion Week debuts as big-name brands increasingly divest their sponsorships.
Models are receiving lip liner backstage before the Tia Adeola fashion show. In the middle of the photo, one model's face is cast in light.
Wyn Beauty, the performance makeup label by Serena Williams, made its runway debut at Tia Adeola. (Mary Kang)

A decade ago, blue-chip beauty owned the New York runways, with makeup brands like MAC,

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

At NYFW, an Unapologetically Black Runway

Some creatives say a tougher environment has spurred them to be more emboldened in their work — and to care less about waiting for fashion’s gatekeepers to open doors.

About the author
Brennan Kilbane
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.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

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.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON