As both generations mature, it’s time to start recognising they are more like Millennials and Gen Xers than we initially assumed.

With a limited number of targets on the market, strategics and private equity firms are rushing to snap up the most promising brands.

Recalling the appeal of Lip Smackers balms and Lancôme’s Juicy Tubes, skincare brands like Rhode, Summer Fridays and UBeauty have the lip category cornered.

Designer collaborations with beauty lines can offer shoppers status, but it’s unclear which party benefits more.

E.l.f.’s $355 million acquisition of Naturium doesn’t change the fact that most influencer, actor and musician-fronted brands need to radically rethink their approach.

Heaven, the designer label’s lower priced diffusion line that leans on grunge, rave and Y2K, has been a hit with younger shoppers. Marc Jacobs Beauty, under Coty, should follow its lead.

Private equity shops and venture capitalists are being more discerning with their dollars and yet capital is still critical for emerging brands seeking to stand out in a competitive landscape.

The luxury fragrance brand has proven time and again that it knows how to win over the youth market. Its latest scent, MYSLF, aims to embody Gen-Z ideas around self-expression — to a point.