Sara Spruch-Feiner

If you’ve scrolled TikTok lately, perhaps you’ve come across a sunscreen from K-beauty brand Beauty of Joseon. On the app, it’s somewhat ubiquitous. Sumin Lee is part of a team that acquired the brand and totally reinvented it, introducing the version today’s U.S. consumers know in 2019. In the five years since, it’s become a […]

Estée Lauder is making sports a full pillar of its marketing as it aims to introduce one of its most famed products, its Double Wear Foundation, to a new and more diverse generation of fans.

As evident in E.l.f. Cosmetics' 2023 Super Bowl spot featuring Jennifer Coolidge, CeraVe's 2024 Michael Cerave Super Bowl spot and Philips Sonicare's new campaign with "SNL" star Kate McKinnon, marketers want to make you laugh.

In the 10 days since the election, TikTok has been ablaze with influencers speaking out about the results and people calling out those who did not. For creators, how important is taking a political stance?

Before the "aha" moment that led to the creation of JB Skrub, the brand she co-founded with "Modern Family" star Julie Bowen, Jill Biren worked in magazine publishing at Condé Nast for 16 years. But then, one day, she was packing her 9-year-old son up for camp and realized there wasn't a personal care brand made for him. He was too old to bring baby soap to camp, and she didn't want to send him with a synthetically fragranced men's product. And so, an idea was born.

In May, newly reported survey data from KFF showed that one in eight adults (12%) have tried a GLP-1 agonist — the class of drugs that includes Ozempic. So, it's no surprise that several wellness- and supplement-focused brands have launched products intended to meet the moment, though each of the products discussed in this piece positions itself slightly differently and uses different ingredients. In addition to supplements created to "mimic" the effects of drugs like Ozempic, there is also a growing segment of products to support users of GLP-1 medications, both in the supplement space and in grocery aisles.

Launched in mid-October, Rùadh, a sustainably-minded denim line founded by Jac Cameron, co-founder and creative director of contemporary label Ayr, is already showing up in the outfits and Instagrams of some of fashion's most admired.

Grey Bandit, the Gen-Z-focused fashion brand, was built on influencer marketing. But, since its launch in 2017, the brand's priorities have changed. "We spent a lot of time and money catering to [influencers], and when you do that, you miss a huge part of the reason you're successful and able to do this, which is your customers," said Courtney Glasser, one of the triplets who co-founded the brand.

How a sexual wellness brand is taking a stance, one 'Vote with your V@g' sweatshirt at a time

On September 6, Taylor Swift, the most famous "WAG" in the world, strutted into Arrowhead Stadium wearing a Versace denim corset and Grlfrnd denim shorts. This was "very good for Gen Z's No. 1 selling jeans brand," said Craig Brommers, American Eagle's CMO, citing NPD DecisionKey. American Eagle seized the moment by posting a similar look from its own collection.