Tatiana Pile

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.

Two years after getting acquired by Procter & Gamble for an undisclosed sum, Mielle is releasing a new collection that's all about moisture — a major concern for textured hair-care clients, the Mielle team found.

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.