Bluemercury

For many emerging beauty brands, the early days of getting up and running has been the relatively easy part. Now, they need to confront even greater challenges to continue their growth trajectories, according to The State of Fashion: Beauty.

New entrants are relying on olive oil, coffee, teas and apple cider vinegar to appeal to shoppers.

Telegram has become an increasingly valuable marketing channel for fashion brands operating in markets like Russia and Iran, where restrictions on freedom of expression make the encrypted app wildly popular.

Specialty beauty boutiques are proliferating at a dizzying rate. Can they all last and who will win?

The cosmetics brand, acquired by Macy’s for $210 million in 2015, has become a key part of the department store’s strategy to defend itself from online competitors and the rise of chains such as Ulta and Sephora.