"Influencers and celebrities are the driving force behind beauty today," said Alison Bringé, Launchmetric's CMO. "While VIPs have always had a long-standing relationship with the industry, the past few years have brought along a rising trend of celebrity-owned beauty brands, benefiting greatly from their large social followings."

"I wish I'd had somebody like me [when I was younger] to share knowledge, experience and build a community, [about how] I could get involved in this aspect of business," Sellers said of the VC space.

Since its 2013 Kickstarter and 2014 launch, Commodity, the indie perfume brand, known for its super minimal packaging and names — Book, Wool, Paper — has been a favorite of those in-the-know about perfume. By 2015, it was sold at Sephora. So in 2019, when the brand announced it was...

When it launched Byoma, its first true skin-care brand, it aimed to make a splash on TikTok, relying on a three-pronged approach to select paid talent. Hundreds of additional creators were gifted Byoma products.

After a number of product collaborations and a series of personal investments, Imani officially became a co-owner of beauty brand Fempower on August 1.

In 2013, Jennifer Garner filmed a commercial for Neutrogena. That commercial, featuring Garner's smiling face and blown-out hair, aired in millennials' living rooms. Many will recall that her hair somehow remained perfectly intact, even after a dramatic and now iconic giant splash of water hit it on camera.

About a month ago, Sephora quietly added Glamnetic’s Press-On Nail Kits to its online assortment, in four patterns. The mega-retailer already carried the brand’s false lashes, which are what it is known for. But Sephora, known for its prestige beauty play, had steered clear of press-on nails until now. “They’d...

This year, behemoth beauty brand Tarte, known for its elaborate #TrippinWithTarte press and influencer trips and rapidly-executed social strategies, wanted in on the buzz. "We wanted to connect with #RushTok, and we hadn't really seen beauty make the connection," said Maureen Kelly, founder and CEO of Tarte.

Two years after launching, Arielle Charnas's Something Navy, the blog-turned-apparel brand is reintroducing itself. With its new fall collection that dropped on Thursday, the brand is stepping up both the quality of its clothing as well as introducing a more minimal, less trend-driven aesthetic. Individual pieces are meant to be...