For Makeup Artist Brands, Backstage Beauty Takes a Backseat
A spot behind the scenes was once a coveted position at New York Fashion Week for emerging cosmetics lines, but a new generation of founders like Katie Jane Hughes, Donni Davy and Danessa Myricks is focused on moments off the runway — those with celebrities, consumers and social media.
In New York City, leaders from Shiseido, Victoria Beckham Beauty, Aēsop and Glossier joined The Business of Beauty’s executive editor, Priya Rao, to hear her insights on the evolving opportunities in the sector.
In August, the brand began teasing the launch of its three upcoming scents, Closeness, Rivulets and Bright, Hot, with peel-off fragrance strip samples in customers’ e-commerce orders. The scents, which will launch in October, were made in partnership with natural fragrance maker Robertet.