Tatiana Pile

When it comes to its wellness category, Target is in growth mode.In January, Target announced that throughout the year, it would roll out 1,000 new wellness-related products, ranging from apparel and accessories to beauty, supplements and technology. To kick things off, Kourtney Kardashian Barker’s Lemme brand made its debut in the supplement aisle in January, and in April, Target worked with Gen Z founder Zoe Leffler to launch Cycl period care in May.

Starface is in expansion mode under the leadership of Kara Brothers, the brand’s president since January 2022. 

CEO Mary van Praag has managed to transform 23-year-old Milani Cosmetics into one of the industry’s most beloved indie brands. 

"The body category today is mainly driven by moisturization," said Bérengère Loubatier, sr. global brand vp of hair and skin care at Dove. "But our consumer analysis showed that 82% of women want more. They wanted their body care to serve their specialized needs."

In this week's episode of the Glossy Podcast, Same co-founders Shea Marie and Ryan Horn discuss what's fueling Same's expansion nearly 10 years in and why an established audience is impactful when building a brand.

In response to the surge in panic-purchasing contraceptives, Julie rolled out a campaign titled “Just because you had sex, doesn’t mean you’re f*cked.”

GLP-1 medications are not new, but weight-loss-focused trends and, inadvertently, the increased education and awareness around women's health have played significant roles in the category's meteoric rise this year.

At a little over a year old, TikTok's shopping extension, which allows its users to buy and sell products without leaving the app, has grown to be a more popular retailer among Americans than Shein, Sephora and home shopping TV (QVC), based on sales.

Heading into the new year, Team Glossy came together to wager which trends will have staying power and which will become a thing of the past, providing room and opportunity for additional cultural shifts.

Slow and steady growth is the name of the game for skin-care brand Dr. Idriss Skincare, which was founded by board-certified dermatologist Dr. Shereene Idriss in 2022. Dr. Idriss has 2.3 million followers across Instagram and TikTok.

As NuFace settles into its 20th year, launching innovative products and strengthening its community are top priorities.

Like many mall brands in recent years, Pacsun has found its way back into the good graces of consumers. In part, nostalgia and social media are to thank for the brand's resurgence. But, according to CEO Brieane Olson, over the last 24 months, the brand has implemented an aggressive, calculated growth strategy to chart its path toward profitability.

2025 is shaping up to be a transformative year for Ulta Beauty, and according to Inna Larson, the company's vp of IT strategy, planning and enterprise architecture, technology will be at the core of it all.

Announced on Thursday, Maybelline will be the title sponsor for the new women's professional lacrosse league — called the Maybelline Women's Lacrosse League — created by the Premier Lacrosse League in November 2024.

Announced on Friday, The Mane Choice, founded in 2013 by entrepreneur Courtney Adeleye, has undergone a complete rebrand, including a modernized logo and updated, minimal packaging.

After partnering with celebrity makeup artist Carolina Gonzalez on red carpet makeup looks, Velour Beauty is taking its partnership with Gonzalez to the next level by launching its first-ever co-branded product: a limited-edition set of lashes. With the new product, announced on Tuesday, Velour Beauty is looking to offer its community a new level of expert access.

Whether it's primarily through the collection's story or through the venue and props, hosting a memorable show is the goal. But as the price tag to produce a noteworthy event becomes increasingly more costly, many brands have had to reprioritize where to spend their time and efforts to get the greatest return on investment. And with this season's calendar featuring fewer shows than expected, the impact from this week will reveal if the effort is beginning to outweigh the cost.

To promote the new initiative, Pvolve will primarily focus on education. Throughout the year, the brand will use its social media platforms to release educational and workout videos with its trainers and actress Jennifer Aniston, its celebrity partner since 2023.

This year, following a rebrand, Naked Wardrobe is on track for 50% year-over-year growth. Opening a first flagship store and expanding internationally are among plans for the near future, founders Shirin, Shida and Shideh Kaviani said on the Glossy Podcast.

As part of its broader Brave Together initiative, launched in 2020, the L’Oréal-owned brand is expanding its 5-year-old Campus Tour — combining IRL impact with a digital-first strategy targeting Gen Z.