Glow Recipe

Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.

Now that the market has stabilised, beauty brands of all shapes and sizes are eager to get their dues. The Business of Beauty identifies the top targets of the year including Kosas, Summer Fridays and Selena Gomez’s Rare Beauty.

From fragrance to skin care to hair care, independent brands are making their mark on the beauty industry, but competition is stiff and scaling these businesses is more complex than ever.

The platform has a proven ability to turn beauty products into overnight sensations — but for how long?

A few beauty brands have taken advantage of LA’s weather, space and concentration of influencers to stage the pandemic’s first live product launch events. Others are finding success with virtual 'parties.'