Short answer: The mainstream can feel snoozy. But colorful, creative makeup is alive and well—and independent brands are in the best position to deliver it. If you’re tired of the same “clean girl” minimalism and taupe-on-taupe palettes, you’re not alone. Consumers are asking for artistry again. The data says the market is ready, and recent launches from indie players show how to answer the call.

Grab a coffee or your water. Let’s talk about where the color went—and how it’s coming back.

Why big brands look “safe” right now

The macro picture explains the wall of neutrals. Prestige beauty cooled in early 2025, while mass market grew slightly. When growth flattens, large companies protect volume with dependable shades and formats. That often means neutral eye palettes and a heavy shift toward lips. (Circana)

In 2024, prestige makeup dollars rose 5 percent, but lip was the star—up 19 percent year over year—so brands followed the demand. Eyes didn’t lead growth, which makes riskier eye launches harder to greenlight at scale. (Circana)

Zooming out, consultants expect global beauty to continue growing, albeit at a steadier pace—approximately 5 percent per year through 2030. That kind of “normal” growth encourages safer bets from the biggest players. (McKinsey & Company)

None of this means colorful makeup is dead. It means color needs a different kind of brand to champion it.

The opportunity: indie brands + artistry-first launches

Independent brands don’t need to please everyone in Ulta or Sephora to survive. They can target the fans who actually want saturated mattes, foil toppers, and true multichromes. That agility is evident in the numbers and the products.

• Indie momentum is real. NIQ reports that indie beauty brands outpaced total beauty growth (15.7% vs. 9.9% year-over-year in 2023). That gap reflects the consumer's appetite for what indie brands are selling: novelty, texture, and a compelling color story. (NIQ)

• Distribution favors the small and scrappy. In the first half of 2024, 41% of beauty and personal care sales took place online. E-commerce and social shopping lower the barrier to discovery, which helps niche color stories find their target audience. (NIQ)

• Social is primed for color. In the UK, TikTok Shop has become a leading beauty retailer, with approximately one beauty product sold every second; social commerce is forecast to double by 2028. Bold textures and color-shifting finishes perform especially well in scrollable video. (The Times)

• Search and trend trackers point to effects. Vogue Business’s tracker notes rising interest in multichrome eyeshadow, which aligns with what we see across indie launches. (Vogue Business)

Put simply, there’s room for bolder color stories, and the channels that drive growth today reward them.

Color is back—three proof points

Here are recent indie launches that show artistry is not only viable, it’s vibrant.

1) Painted by James Charles — Artistry Canvas Face & Eye Palette

James Charles has been vocal about wanting artistry back in makeup. His Artistry Canvas palette from Painted is a clear swing at that: 24 rainbow shades across mattes and shimmers, plus anchoring a white and black to mix, create graphic lines, and customize. It’s positioned as “bringing creativity back to makeup,” which tells you the intent. If you're looking for a single, bright toolkit, this is a good fit.

2) Blend Bunny x Ellis Atlantis — Ellis V2 Collection

Blend Bunny is known for smart gradient mattes and high-impact sparkle. The new Ellis Atlantis drop splits the difference between everyday and extra:

• Imperial (Cool) 15-pan matte and Origin (Warm) 15-pan matte offer structured, workhorse mattes—yes, they skew pink, brown, and gray.

• The Garden of Stars 18-pan shimmer eye & face palette is the showstopper—an all-shimmer constellation built for statement lids and transformative toppers. It’s the “artistry” half of the set.

This format—separate matte scaffolding with a dedicated shimmer engine—caters to both daily wear and creative play.

3) Question Beauty

Question Beauty has just launched two new shades of their mascara toppers and the 2nd Chapter of its limited edition series. Designed for eye artists, the mascara toppers come in 6 shades, including four that offer a multichromatic shift. The palette is an extension of the brand’s limited-edition Chapter series. Chapter 1, Legend of Land and Sea, and Chapter 2, Fable of Spice and Bloom, offer a mix of stunning, colorful mattes and multichrome shimmers.

“Clean girl” isn’t the only aesthetic anymore

Minimal skin and nude eyes had a long run, but the pendulum is swinging. Mainstream outlets are already calling out bolder eyes and creative detail work for 2025—graphic liner, vibrant shadows, and metallic accents. That’s not anti-natural; it’s pro-choice. It widens the lane for expressive looks again. (Real Simple, Allure)

Even seasonal trend coverage shows a pivot back to smokier, deeper tones and full-glam moments. That’s good news for any brand pushing color stories beyond beige. (Who What Wear, Glamour)

The business case for colorful launches (yes, there’s math)

If you’re an indie founder or just love to track the business side, here’s why leaning into color can pay off:

• Category headroom. One analyst house estimates the global eyeshadow market at approximately $4.0 billion in 2025, with mid-single-digit growth projected throughout the decade. Eyes still matter, and upgrades in texture and payoff can win share. (Coherent Market Insights)

• Differentiation premium. When prestige growth slows and big players default to neutrals, color becomes a point of clear difference. That can support price, build community, and justify focused SKU counts. (Circana)

• Digital discovery loves effects. Multichromes, foils, and topper textures display dramatic before-and-after effects in short videos. That’s the exact content that fuels social commerce and creator collabs. (Vogue Business, The Times)

What beauty lovers are asking for

From my side of the screen, I hear the same things you do: “I miss the artistry.” “I want more than another latte palette.” The answer isn’t to cancel neutrals—it’s to add options that feel creative again.

Here’s what readers tell me they want, and what brands can deliver:

• Smarter color stories. Think curated rows that actually build a look. Include anchoring shades (cream, taupe, black) plus purposeful brights.

• Texture variety. One palette with mattes, satins, metallics, duochromes, and at least one true multichrome. That’s where the fun lives.

• Instructions built in. Visual maps on the back of the palette or shade-by-shade “how to wear” on the product page.

• Value clarity. Fewer duplicate shades and clearer pan sizing so the price makes sense.

• Creator-led collabs. Partner with artists who demo looks and teach technique, like the Nueva Vida launch did. (YouTube)

For shoppers: how to bring artistry back to your routine

If you’re craving color but don’t want a drawer of palettes, try a small “effects wardrobe.” Keep your daily neutrals, then layer impact.

• Start with one rainbow anchor. A compact rainbow or mixed-brights palette gives you every primary and a deepening shade for liner. Painted’s Artistry Canvas is built for that.

• Add a shimmer engine. An all-shimmer palette like Garden of Stars lets you transform any matte look with one swipe.

• Pick a multichrome single. One high-shift shade can turn a five-minute eye into something special. Trend trackers indicate that multichrome interest is on the rise for a reason. (Vogue Business)

My take

Makeup isn’t boring—scale is. The most prominent brands are managing risk in a normalized market, so they’ll keep investing in everyday neutrals and lip wins. That’s their job. Indie brands, on the other hand, can build for the people who want color. The economics of e-commerce and social shopping give them reach, and the trend cycle is ready for bolder eyes again.

If I ran an indie color line today, I’d launch tight, artistry-first capsules: a curated matte base (cool or warm), a companion shimmer/multichrome palette, and a few one-and-done sticks in unexpected tones. I’d show five real, wearable looks per launch and partner with artists who teach, not just post swatches. That’s how you bring artistry back without overwhelming the shopper.

Are you over the “clean girl” routine, or do you still love a soft neutral eye most days? Which indie palettes or multichromes have impressed you this year? Drop your picks in the comments.

Korean beauty has transcended its niche status. Once a small presence in American skincare aisles, it’s now a growing part of everyday routines across the country.

K‑Beauty World, a retail platform created by Landing International and curated by Sarah Chung Park, is launching nationwide at Ulta Beauty. The launch brings eight Korean beauty brands to stores and online at ulta.com, offering more than 200 products across skincare and color cosmetics.

The featured brands include NEOGEN, Rom&nd, Some By Mi, Chasin’ Rabbits, Unleashia, I’m From, Mixsoon, and Sungboon Editor.

“K‑Beauty World is about more than just what’s new from Korea—it’s about what’s next in beauty for all ages, tones, and budgets,” said Sarah Chung Park, who led the platform’s development. “Together, we’re introducing U.S. consumers to a new era of Korean beauty—one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences.” (PR Newswire)

Ulta’s Vice President of Merchandising, Kaitlin Rinehart, said the new partnership will “meet the rapidly growing U.S. demand for accessibility in Korean beauty innovation.” She added, “From effective ingredients to forward-thinking trends and packaging, we can’t wait for new and existing Ulta Beauty guests across all age groups to experience the curated assortment of K‑Beauty World brands” (PR Newswire).

The platform is built for discovery. It’s the first large-scale, U.S. retail concept designed specifically for Korean beauty, with immersive displays and shoppable sections designed to help people better understand what they’re buying. That includes heritage products, cult-favorite textures, and skin-first makeup that blends treatment with coverage.

The launch comes at a time of fast growth for Korean beauty in the U.S. In 2024, South Korea overtook France as the leading cosmetics exporter to the American market, according to Reuters. Even with new tariffs, demand for Korean beauty has stayed strong. Consumers continue to respond to affordable pricing, recognizable ingredients, and strong social media visibility.

According to CosmeticsDesign, searches for “Korean skincare” jumped 180% on TikTok last year, and Amazon saw a 78% year-over-year increase in Korean beauty sales. As the U.S. market matures, shoppers are looking beyond trends and toward products that combine cosmetic results with skincare benefits.

This moment is often called the second wave of K‑Beauty. The first wave brought BB creams, sheet masks, and oil cleansers. The second wave introduces makeup that treats the skin—like tinted serums, cushion foundations, and SPF-infused bases—with brands expanding their offerings to serve a wider range of skin tones better.

For example, brands like TIRTIR (not part of the K‑Beauty World launch, but often referenced in this trend) recently expanded their foundation line from three to 40 shades after listening to U.S. customers, according to Vogue.

To introduce K‑Beauty World ahead of its Ulta debut, Landing International also launched K‑Beauty Mart, a traveling pop-up modeled after Korean convenience stores. The interactive experience appeared at Westfield Century City in Los Angeles, SXSW in Austin, Coachella’s RevolveFest, and Bryant Park in New York City. It included live product demos, early access to new items, and a chance for shoppers to try before buying. The next stop is Lollapalooza in Chicago this July.

Ulta’s involvement gives the platform a broad, nationwide reach. While the retailer has long stocked Korean brands like Peach & Lily and COSRX, this marks the first time it’s dedicated physical space to a branded K‑Beauty collection built for ongoing expansion.

Shoppers can now explore products from I’m From, Mixsoon, NEOGEN, and others in select stores and online at ulta.com. The lineup covers a wide price range and includes skincare-first tints, cushion foundations, toners, cleansing oils, and textured serums known for delivering visible results.

More brands and seasonal rotations are expected later this year.

What K-beauty brands are you excited to see coming to Ulta Beauty?

Grab a coffee or water, and talk about brand collaborations. Specifically, the kind where a beauty brand pairs up with something wildly unexpected—like a video game or a cartoon mushroom—and tries to sell you lip gloss with a backstory.

Some of these collabs? Smart, fun, and on-brand. Others? I’m scratching my head, wondering who signed off on that strategy deck.

Let’s walk through four recent collabs: two that totally make sense and two that I can’t quite wrap my head around—even if they’ll probably sell out anyway.

The Two That Miss the Mark

Fenty Beauty X Smurfs

Let’s start with the buzziest one. Fenty is dropping “Blue’tiful: The Smurfette Collection Collector’s Tin,” celebrating Rihanna’s new role as the voice of Smurfette in the upcoming Smurfs movie. It features seven limited-edition products, including lavender gloss, a daisy puff, and a mini shimmer body cream with a “Smurfberry” scent.

It’s cute. The packaging is whimsical. Here's the thing: from a marketing and branding standpoint, Fenty isn’t a whimsical brand.

Fenty is a cultural force. The brand is bold, inclusive, and trendsetting. From the beginning, Rihanna built Fenty around self-expression and confidence, pushing the beauty industry forward. Whether it’s 50 shades of foundation or boundary-breaking fashion shows, the brand has always stood for something more than just pretty packaging.

So, a Smurfs collab? Even with Rihanna voicing Smurfette, it feels like a stretch.

From a pure marketing standpoint, I get the mechanics. Movie tie-in. Soundtrack tie-in. Summer merch moment. But this feels more like a brand borrowing nostalgia than building on its own story. And that’s a risk—especially for a prestige brand. Yes, it might drive sales in the short term, but it pulls Fenty into kitsch territory. And that’s not where it usually plays.

Fenty’s core customer isn’t looking for disco-ball keychains or mushroom-shaped sponges. They want elevated, expressive, cool. You can "do fun" (see Shimmer Gloss Bomb releases), but “Smurfberry Shimmer” isn’t quite the vibe we’ve come to expect.

Charlotte Tilbury x Genshin Impact

Next up: Charlotte Tilbury x Genshin Impact, a mobile fantasy RPG with anime visuals and magical characters. The collab includes two limited-edition boxes with merch inspired by characters from the game.

This one also feels off.

Charlotte Tilbury’s whole identity is old-school glam meets modern magic. The aesthetic is luxury, Hollywood red carpet, and “pillow talk” sophistication. So when do you drop a collaboration with an anime-style fantasy video game? It jars. Even with their recent Disney collab (which also didn’t land for me), it seems like the brand is trying to chase trends instead of deepening its own narrative.

Yes, Genshin Impact has a vast global audience. Yes, gaming and beauty have started to overlap, especially on TikTok. But this feels like two very different worlds colliding with no shared DNA. Nothing in Charlotte Tilbury’s past campaigns, tone, or product storytelling hints at playful fantasy or gamer culture.

Even if the boxes look sleek (and they do), the concept doesn’t align. A brand that’s built its reputation on timeless elegance shouldn’t feel like it’s pivoting to pop culture novelty to grab a new demo, especially when that demo may not be shopping $48 lipsticks.

Two that Totally Work!

ColourPop x Lilo & Stitch

This one? It makes total sense.

ColourPop has built its business on playful, fast-moving, accessible beauty. The brand has collaborated with Disney, Powerpuff Girls, Sailor Moon, Hocus Pocus, and more. The tone is always fun, nostalgic, and collector-friendly without feeling like a cash grab.

So a Stitch collab, tied to the new live-action Lilo & Stitch release, is right on brand. The packaging is bright and animated. The shades are wearable but fun. The price point is accessible. And the tie-in with a current release keeps it relevant.

Most importantly, the ColourPop customer expects this kind of collaboration. It’s what they come for. This launch adds to the brand’s personality instead of competing with it. It reinforces the idea that ColourPop is the home of pop culture-meets-beauty mashups. And when you do that consistently, customers stick around to see what’s next.

Lord of the Rings X Glamlite

This collaboration is another match that works. Glamlite has made a whole business out of ultra-specific, nostalgia-fueled collections. We’re talking Strawberry Shortcake, Betty Boop, Scooby Doo, Barbie, Chucky—even Frosted Flakes. The packaging is detailed, the concepts are clear, and the collabs feel like they were designed with love.

So, Lord of the Rings? It is totally on-brand.

Yes, the movie trilogy ended years ago. But this franchise still has a strong fan base. And Glamlite knows how to tap into fandoms in a way that feels intentional, not gimmicky. Even when they’re a little late to the party (like this one), they do their homework. The palettes match the themes. The packaging feels collectible. It hits the same sweet spot as their past launches: delightfully over-the-top but well-executed.

Unlike Fenty or Tilbury, Glamlite doesn’t pretend to be luxurious or serious. That gives them room to play. And when your whole brand is about themed collections, this kind of partnership only builds more trust with your audience.

Beauty collaborations can be smart marketing—when they make sense. Collaborations feel exciting and fresh when the product matches the brand personality, and the story supports the mission. But when the alignment is off, even the best packaging can’t fix the disconnect.

So if you’re Fenty or Charlotte Tilbury—brands known for sophistication, cultural impact, and a certain level of polish—you can’t suddenly pivot into cartoons and cosplay and expect your customer to follow without blinking. You can experiment, sure. However, brand identity is fragile, especially when your audience expects a certain standard.

If you're ColourPop or Glamlite, on the other hand? This is your playground. Your audience is already tuned in for fun, themed drops and pop culture partnerships. You’re not borrowing energy—you’re building it.

Branding matters. Consistency matters. And in beauty, where everything is emotional, visual, and deeply personal, you have to know who you are before you try to be everything to everyone.

Spring has officially arrived, and with it comes a fresh wave of new makeup and skincare releases ready to revitalize your beauty routine. Here’s a curated look at some of the latest beauty products available now or coming your way.

Lawless Beauty: Strawberry Sugar Collection

Lawless Beauty debuts its Strawberry Sugar Collection, available starting April 3, 2025, at Sephora and Sephora at Kohl’s, with early online access April 2 at lawlessbeauty.com. The collection features:

• Strawberry Milkyshake: Milky soft pink

• Strawberry Popsicle: Sheer, delicate pink

• Strawberry Shortcake: Shimmering pearly pink

Additionally, the popular Forget the Filler Lip Plumping Gloss now comes in a new strawberry flavor, enhancing hydration and shine.

Natracare: Organic Cleansing Makeup Removal Wipes

Natracare Organic Cleansing Makeup Removal Wipes are currently available at 169 Natural Grocers locations nationwide and Amazon for $8.86. These wipes offer:

• Gentle cleansing for sensitive skin

• Alcohol-free, pH-balanced formulation

• No harsh chemicals (SLS, parabens, MIT)

• Biodegradable, certified organic cotton cloth

• COSMOS Organic certification, vegan, and cruelty-free

Lush X Hello Kitty and Friends Collection

Lush partners with Sanrio for the limited-edition Hello Kitty and Friends collection, launching exclusively on the Lush app April 7, 2025, followed by stores and online availability April 10. The Luxh X Hello Kitty and Friends collection includes:

• Bath bombs

• Shower gels

• Soaps

Designed to celebrate friendship, this collection is perfect for gifting and sharing.

Kylie Cosmetics Tinted Butter Balm Nudes

Kylie Cosmetics introduces four new shades with the Tinted Butter Balm Nudes collection, available now on kyliecosmetics.com for $19 each. The lineup includes four wearable shades:

• Angel Cake: Soft, light nude

• Honey: Warm, light brown nude

• Spiced: Warm brown

• Mocha Kiss: Deep brown

Formulated with nourishing jojoba oil, these balms deliver long-lasting hydration and a glossy finish.

Huda Beauty Easy Bake Setting Spray

The new Huda Beauty Easy Bake Setting Spray, priced at $31, is available now at Sephora and hudabeauty.com. Key highlights include:

• Blurs pores and controls shine

• Alcohol-free, fragrance-free formulation

• Infused with rice starch, mineral clay, and five types of hyaluronic acids

• Delivers a natural, soft-focus, transfer-proof finish

NYX Professional Makeup: Minecraft Movie Collection

NYX Professional Makeup releases its Minecraft Movie-inspired collection, available now at Ulta Beauty and nyxcosmetics.com. This playful, limited-edition lineup features:

• Cheeky Mob Blush Balms ($12 each): Wolfin’ Around, Honeycomb Hottie, Oh She BAAAHD

• Rare Highlight Balms ($12 each): Diamond Drip, Blow Your Mine, Going Gold

• Fat Oil Slick Clicks ($11 each): Red Stone Mine, Cherry Grove Girlie, Hunk City

• Compact Mirror ($20)

The complete 10-piece bundle is offered for $106.

With so many exciting new makeup and skincare releases available, now is the perfect time to refresh your beauty routine and explore products that cater to your individual style and skincare needs. From luxurious lip products and gentle skincare solutions to playful and limited-edition collections, there truly is something for everyone. Don’t miss out on future beauty news and updates—subscribe today to stay informed and never miss another launch!

Long workdays, endless screen time, and constant stress drain energy and skin. Former hedge fund CFO Jiajia Sollers knows this struggle well, so she created Matter of Monday, a skincare line designed specifically for busy professionals.

Rather than treating skin concerns as they appear, Matter of Monday takes a forward-thinking approach. The formulas help the skin's resilience against everyday stressors like blue light exposure, long hours, and lack of sleep, all familiar challenges for busy working professionals.

Designed for Life in Motion

Sollers knows that long routines aren't always practical. Matter of Monday is designed to deliver results without slowing you down, offering effective, science-backed formulas that fit easily into a busy lifestyle.

• Easy, on-the-go application – No need for a dedicated skincare moment. These products work wherever you do.

• Barrier-building ingredients – Protects against digital screen exposure, stress, and dehydration.

• Minimalist packaging, maximum impact – Designed for convenience without compromising results.

"Traditional skincare assumes you have time for a lengthy bathroom ritual," says Sollers. "Matter of Monday works with your lifestyle, not against it."

The Standout: Anti-Blue Light Brightening Serum

One of the brand's most exciting launches, this lightweight serum shields skin from blue light damage while restoring radiance. This might be the fix if long workdays leave you looking dull and tired.

More Than a Brand—A Mindset

With four core products, Matter of Monday is setting a new standard for skincare that fits into real life. Available exclusively at matterofmonday.com, it's skincare that works as hard as you do.

Would you try skincare designed for professionals?

TikTok’s reigning beauty queen, Mikayla Nogueira, is stepping into the brand founder space with Point of View Beauty, a makeup prep line designed to perfect the skin before foundation touches your face.

The launch, set for March 26, introduces five products that promise to create the ideal canvas for makeup. But in a world where influencer beauty brands are more common than ever—and not all succeed—can Mikayla carve out a lasting legacy?

Let’s break down the launch, what makes this brand different, and the lessons Point of View Beauty can take from the past missteps of influencer-founded brands.

mikaylajmakeup

A post shared by @mikaylajmakeup

https://www.tiktok.com/t/ZT2Vp5fnA/What Is Point of View Beauty?

Point of View Beauty is all about skin prep. As someone who spent years working at Ulta Beauty, Mikayla saw firsthand that many customers struggled with getting their makeup to sit properly on their skin. The common denominator? A lack of proper skin preparation. That’s the foundation of this brand—giving consumers a curated set of products that work together to ensure a flawless base.

Here’s what’s launching on March 26:

• Drench It ($34): A hydrating priming milk infused with 60% fermented rice water and biopeptide complex.

• Drip It ($36): A glow-boosting serum powered by MegaMirrored Molecular Complex, a proprietary blend designed to enhance skin luminosity and hydration through light-reflecting particles and advanced skin-replenishing molecules.

• Whip It ($38): A moisturizer featuring BarrierBolster Technology, formulated to strengthen the skin’s natural moisture barrier, helping to lock in hydration and protect against environmental stressors.

• Glaze It ($28): A tacky primer designed to grip makeup for extended wear.

• Amp It ($22): A lip treatment formulated with Elastin Glow Technology, which aims to improve lip texture, elasticity, and hydration for a plump, smooth appearance.

The brand has been formulated and manufactured in South Korea, a choice that makes sense given K-beauty’s reputation for high-quality skincare textures and innovation. Mikayla worked closely with labs to fine-tune these formulas, ensuring they layer well without pilling—something that’s often a challenge in multi-step skincare routines.

Backing this venture is Imaginary Ventures, the firm behind major beauty powerhouses like Glossier, Skims, and Westman Atelier. They don’t typically invest at such an early stage, which signals strong confidence in Mikayla and the brand’s potential.

The Genius Move: Partnering with Ani Hadjinian

Here’s where Mikayla made a wise decision: she didn’t try to do it all herself.

Enter Ani Hadjinian, Point of View Beauty’s co-founder and CEO. Hadjinian is a seasoned beauty industry executive with a résumé that includes Augustinus Bader, Tom Ford Beauty, and Bobbi Brown. This partnership gives the brand a significant edge because Mikayla is the face and the driving creative force, and Ani brings the operational expertise to ensure business operations run smoothly.

Many influencer brands fail to do this. They assume a massive following is enough to sustain a brand, but beauty is a business first. A Strong leader surrounds themselves with experienced professionals, and Mikayla seems to understand this better than most. Hadjinian’s leadership means supply chain issues, retail distribution, and product development are in the hands of someone who’s been through it all before.

The Challenge of Influencer Brands—and How Point of View Beauty Can Avoid the Pitfalls

Launching an influencer beauty brand is not guaranteed success, no matter how big the following. Just look at Painted by James Charles and Jaclyn Hill Cosmetics. Both brands struggled with quality control issues, marketing missteps, and, in some cases, a lack of clear identity.

As someone with over 20 years in marketing communications, I’ve seen firsthand what makes a brand resonate beyond the launch hype. Here’s what Mikayla’s brand needs to do to avoid common pitfalls:

1. Quality is Everything

Consumers are savvier than ever. If a product doesn’t deliver, word will spread like wildfire on social media. Some influencer brands have launched with rushed formulations, subpar packaging, or misleading claims, which has cost them in the long run. Point of View Beauty’s Korean-manufactured formulas are a good sign that quality has been prioritized, but execution will be key.

2. Transparency and Trust

One of the biggest mistakes influencer brands make is losing consumer trust. If an influencer or celebrity brand overpromises or fails to address criticism openly, it can lead to long-term reputation damage. Mikayla has built her career on honesty, but running a brand differs from reviewing products. She’ll need to keep communication open and address feedback head-on.

3. Longevity Beyond the Hype

The first launch is exciting, but what happens next? Many influencer brands debut with strong sales, only to fizzle out because they lack a long-term vision. A smart approach would be slow, strategic expansion—perhaps adding complexion products next rather than flooding the market too quickly.

4. A Brand Identity That Feels Distinct

The beauty market is crowded, and the last thing beauty lovers need is another generic skincare brand. Point of View Beauty’s focus on makeup prep is a strong differentiator. Still, the brand must hammer this home in its messaging and education to clarify why it exists.

Final Thoughts—Will Point of View Beauty Succeed?

There’s no denying Mikayla is entering the beauty space at a crucial moment. Consumers are more skeptical than ever about influencer brands. Still, she’s making brilliant moves that could set her up for success. She’s addressing a real gap in the market with makeup prep often overlooked, partnering with industry experts instead of going at it alone, and has strong financial backing from a respected firm.

Still, the road ahead isn’t easy. The biggest test will be how these products perform in real life and whether the brand can build momentum beyond launch day.

What do you think—will Point of View Beauty have staying power, or is it another influencer cash grab?

If you thought 2025 was just another year in the beauty industry, think again. Louis Vuitton has officially tapped legendary makeup artist Pat McGrath as the creative director of its new cosmetics line, La Beauté Louis Vuitton (Source: Reuters). This isn’t just another high-fashion beauty collaboration—it’s a significant business move that could have lasting effects on Louis Vuitton’s beauty ambitions and the future of Pat McGrath Labs. So, what does this mean for the beauty industry, and more importantly, what’s next for Pat McGrath Labs?

Louis Vuitton’s Luxury Beauty Play

Louis Vuitton has long dominated luxury fashion but was noticeably absent from the high-end beauty space. Beauty is a high-margin, high-growth category for luxury brands (think Chanel and Dior’s billion-dollar beauty divisions), and it was only a matter of time before Louis Vuitton stepped in. But instead of launching a predictable product line, they made a statement by bringing in one of the most influential names in makeup—Dame Pat McGrath.

This move signals two things:

1. Louis Vuitton is serious about beauty. This isn’t just another designer lipstick launch—it’s a full-scale luxury beauty brand being built from the ground up.

2. Pat McGrath is more than a makeup artist—she’s a business force. Louis Vuitton’s decision to put her at the helm shows they’re looking for a visionary who can set trends and create instant bestsellers.

What This Means for Pat McGrath Labs

McGrath’s new role is exciting, but it raises significant questions about the future of Pat McGrath Labs. The brand, launched in 2015, skyrocketed to fame and reached a $1 billion valuation in 2018 after securing a $60 million investment from Eurazeo Brands (source: Harper’s Bazaar). However, recent reports suggest its valuation has declined significantly, and the brand has faced executive turnover and multiple rounds of layoffs (source: Puck News).

Could This Lead to a Change in Ownership?

Louis Vuitton’s move into cosmetics begs the question: Could Pat McGrath Labs be headed toward an ownership shift?

• Investment History: In 2018, Eurazeo Brands invested $60 million, valuing the brand at $1 billion. By 2021, Eurazeo exited, and Sienna Investment Managers acquired a stake worth approximately €168 million (around $183 million) (source: Business of Fashion).

• McGrath’s Ownership Stake: While McGrath remains the face of the brand, the exact details of her current ownership percentage are undisclosed. However, given that previous investors held minority stakes, she likely still has majority control.

• Financial Performance: The brand’s estimated annual revenue is $15 million, significantly lower than its early growth projections. With declining valuation and workforce reductions, Pat McGrath Labs might need new investors or even acquisition talks to sustain growth (Growjo).

What Comes Next?

• A Potential Sale to LVMH? Given LVMH’s dominance in luxury beauty (with brands like Fenty Beauty and Guerlain), an acquisition of Pat McGrath Labs would make strategic sense.

• New Investors? If McGrath wants to maintain control, she may seek private equity or outside investment to stabilize and expand the brand.

• Brand Independence? Alternatively, she could use her high-profile role at Louis Vuitton to revamp Pat McGrath Labs and reposition it as a cutting-edge, high-performance beauty brand.

Branding and Marketing Considerations

As someone with over 20 years in marketing communications and branding, I see some branding and marketing challenges that both Louis Vuitton and Pat McGrath Labs should be mindful of:

• Brand Dilution: Pat McGrath Labs is known for edgy, high-impact beauty, while Louis Vuitton’s aesthetic is timeless and ultra-luxury. If the lines blur, McGrath’s brand could lose its distinct edge.

• Consumer Confusion: Customers may not know where to invest if both brands release similar products—like a luxury lipstick line. A strong marketing strategy will be needed to keep them separate.

• Resource Strain: McGrath will now be splitting time between two major brands. Who is driving innovation at Pat McGrath Labs while she’s deep in Louis Vuitton’s beauty business? Ensuring strong leadership and a clear marketing roadmap is key.

• Messaging and Storytelling: Louis Vuitton’s entry into beauty is a huge deal, but it will need a strong brand narrative to differentiate itself. Simply slapping a logo on makeup won’t cut it—heritage, exclusivity, and innovation must be part of the story.

The Bottom Line

This isn’t just another beauty launch—it’s a shift in the luxury beauty landscape. Louis Vuitton entering cosmetics with Pat McGrath at the helm is a powerful industry move that could redefine the category. But at the same time, the next few years will be critical for Pat McGrath Labs as it balances growth, competition, and potential ownership shifts.

Will Pat McGrath Labs thrive under the spotlight, or are we looking at a significant industry shake-up with a sale or restructuring? Either way, this is a beauty business story we’ll be watching closely.

What do you think about this move? Let’s discuss this in the comments!

Sources:

• Reuters

• Harper’s Bazaar

• Puck News

• Business of Fashion

• Growjo

March is going strong with a wave exciting beauty releases. From fresh fragrances to effortless lip essentials and must-have hair accessories. These are the newest beauty releases hitting shelves.

Merit Beauty: The Ultimate "No-Makeup" Lip Essentials

Merit Beauty is redefining effortless lip looks with two new beauty releases: Signature Lip Sheer Lip Liner and Shade Slick Sheen High Shine Tinted Lip Oil. If you’re all about natural, comfortable lip products, these are for you!

The Signature Lip Sheer Lip Liner ($24) is a hydrating, buildable lip liner that delivers soft definition or a sheer, all-over wash of color. The satin finish ensures lips stay hydrated and natural-looking—never dry. Available in eight stunning shades:

• Beverly Hills – soft peach pink

• Bespoke – pink brown

• Coupé – cool pink

• Sportif – warm peach brown

• Mayfair – cool mauve

• Tabac – neutral brown

• Brownstone – warm brown

• Capricorn – rich brown

The Shade Slick Sheen High Shine Tinted Lip Oil ($24) is a cushiony, high-shine lip oil that provides sheer pigment with a glossy, pearlescent finish. Think of it as the grown-up version of your favorite lip gloss—moisturizing, lightweight, and never sticky! Shades include:

• Twin Set – mauve

• Biarritz – nude peach

• Tabby – rose brown

• Pointelle – (shade details TBD!)

Available March 18 on Merit Beauty’s website.

Replica Never Ending Summer by Maison Margiela

One of the most exciting beauty releases this month is Maison Margiela’s latest fragrance, inspired by the effortless feeling of an eternal Italian summer. This citrusy, sun-drenched scent blends:

• Spritz Accord – A sparkling, citrus-forward cocktail of notes

• Orange – Bright, juicy, and uplifting

• Vetiver – An earthy, grounding touch for balance

This fragrance sounds far more promising than last spring's release, Replica In the Garden. That one was a complete miss for me—the combination of notes gave me an instant migraine, and one it hit my skin, it smelled like a compost bin. It did not work with my body chemistry at all. Thankfully, with the crisp citurs and light vetiver in Never Ending Summer, I'm hopeful this scent will be much fresher and a more wearable addition to the Replica lineup.

Pricing:

• 3.4oz – $165

• 1oz – $85

• 0.33oz – $35

Available March 21 on Maison Margiela’s website.

Wet Brush x Goody x LoveShackFancy: The Prettiest Hair Accessories Collection

This month’s beauty releases aren’t just about makeup and fragrance—LoveShackFancy’s dreamy collab with Wet Brush and Goody is bringing romantic, vintage-inspired hair accessories to Target. Some standout pieces include:

• Small Claw Clips ($14.59) – Perfect for casual, effortless updos

• Ruffle Bow Hair Clip ($11) – A sweet, vintage-inspired accent

• Wash Cotton Headband ($13.49) – A must-have for your skincare routine

• Heatless Curl Set Hair Wavers ($16.79) – For easy, no-heat curls

• Original Detangler Brush ($20.49) – A cult favorite, now in dreamy floral patterns!

Available now at Target.com, LoveShackFancy.com, and select Target & LoveShackFancy stores.

Kayali Fleur Majesty Rose Royale | 31

Kayali’s latest release is a rich, floral fragrance designed to make you feel like royalty. Fleur Majesty Rose Royale | 31 blends luxurious floral notes with warm woods and juicy fruits for a scent that’s elegant yet modern.

Key Notes:

• Top: Mandarin, Orange, Juicy Pear, Sweet Peach

• Middle: Magnolia, White Peony, Rose Centifolia, Violet Wood

• Base: Vetiver, KAYALI Signature Accord, Ambrox Super, Vanilla, Praline, Musk

Pricing:

• Travel Spray: $29

• 10ml: $32

• 50ml: $100

• 100ml: $138

Launching March 10th online and at Sephora.com.

Ouidad Advanced Climate Control® Curl Miracle Treatment

For those looking to keep their curls smooth and frizz-free, Ouidad’s Curl Miracle Treatment is a game-changer. This creamy serum uses Anti-Frizz Nano Technology® with sericin, a silk-derived protein that forms an invisible shield against humidity while locking in moisture. The Glass Curl Complex, a botanical-based polymer blend, strengthens curls, adds shine, and provides 24-hour frizz protection.

This advanced treatment works for all curl types when applied to wet hair and is free from silicones, parabens, sulfates, mineral oil, and petroleum.

Pricing:

• Curl Miracle Treatment – $28

Available now at Ouidad.com and Ulta Beauty.

A Beauty-Filled Month Ahead

Whether you’re looking for a new fragrance for the warmer weather months, light weight lip colors, or adorably girly hair accessories, these launches bring a perfect mix of luxury and fun, making it easy to refresh your beauty routine for spring.

Disclaimer: I am part of the UB Creates Affiliate Program and will receive a commission if you make a purchase through the links below.

March is finally here, and that means two things: my birthday (yay for birthday gifts from Ulta Beauty!) and the Ulta Beauty''s 21 Days of Beauty event. As an Ulta Beauty affiliate, I’d like to think they planned this event just for me. A full 21 days of beauty steals to celebrate my birthday month? How thoughtful! (Just kidding… or am I?)—a beauty lover’s dream. If you’re new to the event, let me break it down: every spring and fall, Ulta Beauty drops daily and weekly Beauty Steals with 50% off must-have beauty products. It’s the perfect time to stock up on favorites, try something new, and snag those pricey picks at half the price.

Important Dates to Know

• Feb. 28 – Preview over 250 daily and weekly Beauty Steals

• March 6 – Diamond and Platinum early access (shop 30+ brands before they drop)

• March 7-27 – The event is on with new deals every day

Since the deals change daily, it can be overwhelming to know what’s worth grabbing. No worries—I’ve got you covered. Here are my top picks from this year’s event, plus what I’m personally stocking up on.

My Top Picks for Ulta Beauty’s 21 Days of Beauty

March 7 – Tula 24/7 Moisturizers

I love my Tula sunscreen and under-eye balm, so I’ve been eyeing their 24/7 Moisturizers. These are finally 50% off, making it the perfect time to try them.

• 24/7 Moisture Hydrating Day Cream with SPF 30 – A lightweight daily moisturizer with SPF for plump, hydrated skin.

• 24/7 Moisture Intense Ultra Hydrating Day & Night Cream – For those craving rich, long-lasting hydration.

• 24/7 Moisture Hydrating Day & Night Cream – A do-it-all, lightweight moisturizer with peptides and squalane.

• 24/7 Weightless Moisture Day & Night Gel Cream – A gel-based formula with niacinamide for smooth, radiant skin.

March 8 – Urban Decay All Nighter Setting Spray and Vacation Classic Whip SPF 30

I’ve gone through two bottles of Urban Decay’s All Nighter Setting Spray since last spring—it’s that good. If you need makeup that won’t budge, grab this while it’s half off.

Also, the Vacation Classic Whip SPF 30 is on sale, and it’s the most fun sunscreen ever—it literally looks like whipped cream. Perfect for summer.

March 9 – Snif Coco Shimmy Eau de Parfum

If you love beachy, coconut scents, Snif’s Coco Shimmy is a must. It smells like sunkissed skin, warm sand, and tropical paradise. I’m almost out, so I’ll be restocking.

March 12 – Peach & Lily Wild Dew Essence

A staple in my skincare routine, the Peach & Lily Wild Dew Essence is perfect for hydration, glow, and a plump skin look. If you want that glass skin effect, don’t miss this one.

March 14 – Polite Society Polite Pops Blush Sticks

Polite Society is one of my favorite brands, and this deal just so happens to land on my birthday. Did my favorite beauty brand owners do this just for me? I’d like to think so! I already own every shade of these blush sticks, and I have no regrets.

• Cream-to-powder formula

• Blurs texture and pores

• Buildable pigment that blends seamlessly

• Hydrating skincare ingredients

If you’ve been wanting to try Polite Pops or grab a new shade, this is your moment.

March 15 – Tarte Maracuja Juicy Lip Plumping Gloss, Maracuja Juicy Lip Plump Shimmer Glass, and Maracuja Juicy Shift

Tarte's Maracuja Juicy Lip Plump is an all-in-one plumping balm, gloss, color, and hydrating treatment with buildable coverage and a glossy plump finish.

Tarte's Maracuja Juicy Shimmer Glass Lip Plump is also an all-in-one plumping balm, gloss, color, and hydrating treatment but with a shimmer plump finish. Multidimensional pearls drench lips in a veil of shimmer and shine—without any glitter.

Tarte's Maracuja Juicy Shift is a pH-powered plumping gloss-balm with hyaluronic acid that shifts like magic into a custom pink shade.

March 19 – Half Magic Flik Liner and Correcting Pen

I love my Half Magic Flik Liner and Correcting Pen, and since both are almost empty, I’m restocking. The liner glides on like a dream, and the correcting pen is a lifesaver for fixing mistakes without messing up your whole look.

March 21-27 – Tarte Tape Line (Glow Tape, Sculpt Tape, Blush Tape) and Urban Decay Face Bond Self-Setting Waterproof Foundation

Tarte’s Tape collection is getting the 50% off treatment. If you love easy-to-use, creamy products, the Glow Tape, Sculpt Tape, and Blush Tape are all worth grabbing.

Also, Urban Decay Face Bond Self-Setting Waterproof Foundation is one of my holy grails for mature, dry skin. It’s long-wearing, transfer-resistant, and gives a beautiful natural finish. A fantastic time to stock up.

March 22 – Charlotte Tilbury Airbrush Flawless Setting Spray

Another setting spray that’s holy grail status for me is the Charlotte Tilbury Airbrush Flawless Setting Spray. This one gives a soft-focus, airbrushed finish while locking in makeup. Absolute must-have.

March 27 – Grande Brow Serum and Charlotte Tilbury Airbrush Flawless Foundation (Online Only)

The only reason I have eyebrows is because of Grande Brow Serum. It works, and I’m stocking up while it’s half off.

Also, if you love the Charlotte Tilbury Airbrush Flawless Foundation, it’s 50% off online only this day.

How to Shop Smart

If you’re new to Ulta Beauty’s 21 Days of Beauty, here are a few tips to shop smart:

• Make a wish list. Deals are only for 24 hours, so plan ahead.

• Set reminders. Popular products sell out fast, so be ready.

• Check for online exclusives. Some deals are online-only.

• Diamond and Platinum perks. If you’re Ulta Beauty Diamond or Platinum, take advantage of early access.

There you have it—my top picks for Ulta Beauty’s 21 Days of Beauty. What’s on your list this year?

Shop my Picks for 21 Days of Beauty

VERSED Skincare recently released a new product line and the VERSED Multi-Serum Skin Tint is part of the brand’s first-ever makeup collection, an expansion I was eager to see. VERSED has made a name for itself with affordable, effective skincare, and I’ve been a fan for years. Their Day Dissolve Cleansing Balm is one of my go-to products—it removes makeup effortlessly without leaving a greasy residue or clouding the eyes. When I heard they were launching a makeup line designed with skincare benefits, I was curious to see how their ingredient-conscious approach would translate to color cosmetics.

Since launching in 2019, VERSED has been focused on clean, accessible skincare with straightforward formulas that deliver results without unnecessary fillers or inflated prices. Now, the brand is taking that same philosophy into makeup, creating products designed for everyday wear with skin-friendly ingredients.

Their first makeup collection is all about lightweight, easy-to-use essentials that enhance natural beauty. Many of the products include hydrating ingredients, mineral SPF, and a skincare-first approach, making this launch a seamless addition to their existing lineup. The collection includes tinted face products, blendable cheek and complexion sticks, and everyday essentials for lips, brows, and lashes—all formulated to integrate effortlessly into a daily routine.

When VERSED sent over some of their new products for me to try, I couldn’t wait to see how they performed—especially the Multi-Serum Skin Tint. Here’s what happened when I put it to the test.

My Experience With the Skin Tint

I had high hopes for the versed Multi-Serum Skin Tint, mainly since it includes mineral SPF 40 and claims to provide a hydrating, skin-like finish. However, it was not a good match for my dry skin.

I followed the instructions:

• Shook the bottle well

• Pumped the product onto the back of my hand

• Used the Multi-Tasking Brush to blend

As soon as I applied it, I could tell it was not going to work. The formula clung to dry patches, settled into my pores, and left my skin looking gray.

Here is why it performed that way.

Why This Did Not Work for My Dry Skin

1. Zinc Oxide Can Be Drying

The main sunscreen ingredient in the VERSED Mult-Serum Skin Tint formula is Zinc Oxide (13.1%), which provides excellent broad-spectrum UV protection. However, Zinc Oxide is naturally mattifying, meaning it can absorb moisture from the skin. For someone with already dry skin, this can make dry patches more pronounced.

2. No Silicones or Occlusive Ingredients

Many skin tints and foundations include ingredients like dimethicone or squalane, which help smooth over pores and texture. This formula does not contain them. Instead, it uses lightweight esters (such as Coco-Caprylate/Caprate and Triheptanoin), which feel nice but do not offer the same smoothing or hydrating benefits.

The result?

• The tint sat on top of my skin rather than blending in.

• My pores looked more visible instead of blurred.

3. The Shade Made Me Look Gray

Mineral sunscreen products often contain Titanium Dioxide and Zinc Oxide, which are naturally white powders. If the formula is not well-balanced with iron oxides (which provide color), it can leave an ashy or washed-out appearance, particularly on medium or deeper skin tones.

I used shade 7C, which has a cool undertone. The combination of blue-gray pigments and Zinc Oxide left my complexion looking dull rather than fresh.

Who Might Like This Product?

Although the VERSED Multi-Serum Skin Tint did not work for me, it may be a good fit for:

• Oily or combination skin: If your skin produces enough natural oil, this formula may not feel as drying.

• People who do not struggle with texture: If your skin is already smooth and well-hydrated, this may apply more evenly.

• Those with sensitive or rosacea-prone skin: Mineral sunscreen is typically less irritating than chemical SPF, which could make this a good option for sensitive skin.

How to Make It Work on Dry Skin

If you have dry skin and still want to try the VERSED Multi-Serum Skin Tint, here are a few ways to improve your application:

• Use a rich moisturizer first. A well-hydrated base can help prevent patchiness.

• Try a gripping primer. A primer with hyaluronic acid may help it adhere more evenly.

• Mix with a drop of facial oil. This can add hydration and improve blendability.

• Apply with a damp sponge. This method helps press the product into the skin for a more seamless finish.

Final Thoughts: A Pass for My Skin, but Not for Everyone

While I love VERSED’s skincare line, this particular product did not work for my dry, textured skin. However, you may have better luck if you have oily or combination skin. It is lightweight, non-greasy, and free of pore-clogging ingredients, but its matte finish can emphasize dryness.

Have you tried the new VERSED makeup collection? I would love to hear your thoughts. And if you want more honest, in-depth beauty reviews, subscribe to The Beauty Scoop so you never miss one.

Another week, another batch of exciting beauty drops! There’s always something new hitting the shelves, but these are must have beauty launches hat really caught our attention. From a high-stakes Pat McGrath collaboration to a game-changing SPF, here’s everything you need to know about this week’s most buzzworthy launches.

Candy Crush Saga X Pat McGrath Labs ($30-$52)

Where to Buy: Available now at patmcgrath.com, launching March 3 at Sephora and later at Nordstrom.

Pat McGrath is known for pushing beauty boundaries, and this time, she’s bringing a playful twist with a Candy Crush Saga collaboration. The limited-edition collection captures the vibrant, whimsical world of the game with luxurious lipsticks, glosses, and nail polishes.

What’s Inside?

• MatteTrance™ Lipstick ($45): Ultra-pigmented, oil-infused matte formula in Divine Rose and Elson.

• LUST: Gloss™ ($30): Hydrating, high-shine glosses in Astral Flashdance and Bronze Venus.

• Nail Polish ($52): Available in Elson (a bold red) and Gold 001 (a luminous metallic gold).

The Diamond Ring Frenzy

In an unexpected twist, three $10,000 diamond-encrusted rings—originally intended for supermodel Alex Consani and influencer Tefi Pessoa—were misplaced and will now be randomly gifted to three lucky customers. That’s right, you could end up with a fine jewelry masterpiece just by shopping the collection.

For a chance to win, purchase a MatteTrance™ Lipstick from Pat McGrath’s website or check out the official rules here. Who will be the lucky winners? Only time will tell!

Eucerin Advanced Hydration SPF 50 Face Sunscreen ($16.99)

Where to Buy: Available now on Amazon and Target; coming soon to CVS and Walgreens.

SPF is a non-negotiable in any skincare routine, and Eucerin’s latest launch makes daily sun protection effortless. This ultra-lightweight fluid sunscreen not only provides broad-spectrum SPF 50 protection but also hydrates with multi-weight hyaluronic acid and antioxidants.

Why You’ll Love It:

• 5AOX Shield: A unique blend of five antioxidants to fight free radicals.

• Hydrating Formula: Packed with hyaluronic acid for all-day moisture.

• Lightweight & Invisible: Fluid texture that blends seamlessly under makeup.

Dermatologists agree—daily SPF is essential for preventing premature aging and sun damage. With a non-greasy finish and skin-loving ingredients, this sunscreen makes wearing SPF an easy, no-excuses step in your routine.

NYX Buttamelt Highlighters ($12 each)

Where to Buy: Available now at nyxcosmetics.com.

Highlighter lovers, rejoice! NYX’s new Buttamelt Highlighters promise a smooth, creamy texture that melts into skin for a lit-from-within glow. Infused with mango butter, shea butter, and almond butter, these powders deliver a buttery soft finish with up to 12 hours of wear.

Shades to Choose From:

• Bright & Butta: Light champagne

• Glaze it Butta: Light bronze

• U Butta Werk: Frosty pink

• Butta Mint: Minty green

• Butta Than Gold: Light gold

• Butta Bling: Light copper

• Butta in Bronze: Bronze gold

• No 1 Butta: Holographic lavender

With an affordable price and blendable formula, these highlighters are perfect for anyone who loves a customizable glow without the hassle.

Polite Society Cabana Club Bronzer ($34)

Where to Buy: Available now on the Polite Society website and Ulta Beauty.

Polite Society is serving up summer vibes year-round with its brand-new Cabana Club Bronzer. This hybrid formula combines powder and liquid technology for a whipped, buttery texture that melts into skin for a smooth, natural bronze.

What Makes It Special?

• Hydrating Ingredients: Infused with vegan hyaluronic acid, buzz button flower, and marjoram herb.

• Blurring Effect: Leaves skin looking airbrushed and sun-kissed, never cakey.

• Buildable, Foolproof Application: Self-blending pigments ensure a seamless finish.

Find Your Shade:

• French Riviera – Light skin tones

• Club Tropicana – Medium skin tones

• Palm Royale – Tan skin tones

• Copacabana – Deep skin tones

With a formula this effortless, you’ll look like you just stepped off a tropical vacation—no plane ticket required.

Which Launch is Calling Your Name?

This week’s lineup offers something for everyone—whether you’re after playful luxury, essential sun protection, or a bronzy glow-up. Which product are you most excited about?

Stay in the loop on the latest beauty trends—subscribe to The Beauty Scoop for weekly updates!

Disclaimer: I may earn a small commission at no extra cost to you via trusted partners and affiliate links in this post. Prices and availability are accurate as of time posted.

Dry Skin Relief: How Naturium Urea 5% Body Serum Transforms Parched Skin

If you've ever dealt with dry skin relief, cracked, or painfully irritated skin—especially in the middle of winter—you know how relentless it can be. The itch, the tightness, and the downright discomfort can make even putting on a long-sleeve shirt feel like torture. Friends, I've found a product that delivers genuine, long-lasting relief: Naturium's new Urea 5% Body Serum. It's lightweight, hydrating, and, most importantly, effective. So, let's dive in and discuss what makes this body serum a must-have for anyone battling dry skin.

What Is Naturium Urea 5% Body Serum?

Naturium's Urea 5% Body Serum is the brand's first foray into body serums, and wow, did they set the bar high. It's a silky, non-greasy formula designed to deeply hydrate, support your skin barrier, and improve skin texture. The serum contains 5% pure urea, amino acids, and other skin-loving ingredients to help restore moisture, smooth rough patches, and leave your skin feeling soft and comfortable.

Key benefits include:

• Immediate hydration that lasts all-day

• Smoother, softer skin

• Lightweight, fast-absorbing texture

• Fragrance-free, vegan, cruelty-free, and dermatologist-tested product is fragrance-free, vegan, cruelty-free, and dermatologist-tested, making it a safe and environmentally conscious option for those with sensitive skin or ethical concerns.

Plus, at just $22, it's an accessible addition to your dry skin relief routine.

How Does It Work? The Science Behind the Serum

The principal ingredient here is urea—an unsung hero in the skincare world. Urea is part of your skin's Natural Moisturizing Factor (NMF), which helps your skin stay hydrated, plump, and resilient. In this serum, 5% urea works its magic by:

1. Attracting Moisture: Urea is a humectant, meaning it draws water from the deeper layers of your skin and the air around you to keep your dry skin hydrated.

2. Smoothing Rough Patches: Urea has keratolytic properties, which gently break down dead skin cells, leaving your skin softer and more even.

3. Supporting the Skin Barrier: Urea boosts moisture levels and promotes natural exfoliation, helping strengthen the skin's protective barrier for long-term dry skin relief.

The formula also includes glycerin and meadowfoam seed oil for an extra hydration boost and collagen amino acids to improve skin texture. For my fellow sensitive-skin friends, it's fragrance-free and dermatologist-tested, so you can use it with confidence.

My Experience: From Winter Woes to Skin Sighs of Relief

Let me set the scene: I live in Wisconsin, where winter isn't just cold—it's arctic. We're talking about sub-zero temps, dry air, and dry skin patches that are so parched they feel like sandpaper. This winter, my arms were the worst. They were red, cracked, and so dry they felt hot to the touch. Even my smartwatch band irritated my skin. Showers were painful. Moisturizers weren't helping. I was desperate.

Enter Naturium's Urea 5% Body Serum for Dry Skin.

When my bottle arrived (frozen, thanks to the tundra temps), I let it thaw overnight and applied it the following day after my workout and shower. The moment it touched my skin, I felt immediate dry skin relief. I'm not exaggerating—it was like my skin exhaled. The burning and tightness eased instantly, and the serum was absorbed quickly without any greasy residue.

I applied it twice daily—morning and night—and layered it with Naturium's Glow Getter Body Butter, one of the best body moisturizers for dry skin. Within three days, my dry skin patches transformed. The redness faded, the cracks healed, and that unbearable itch disappeared. I went from dreading showers to loving how soft and comfortable my skin felt again.

Who Should Try This Serum?

If you struggle with any of the following, this serum might just become your new go-to:

• Persistent dry skin

• Rough or flaky dry skin patches

• Winter dry skin relief (hello, fellow cold-climate dwellers!)

• Skin that needs extra barrier support

And if you feel overwhelmed by complicated routines, don't worry—this serum is easy to use. Apply it after your shower, let it sink in, and get on with your day.

Tips for Getting the Most Out of It

1. Apply to Damp Skin: After your shower, gently pat your skin dry and apply the serum while your skin is still slightly damp. This helps lock in moisture and maximize dry skin relief.

2. Layer Strategically: If your dry skin is extra parched, follow up with a thicker moisturizer like Naturium's Glow Getter Body Butter, which works well as a body lotion for dry skin.

3. Stay Consistent: Make it part of your daily routine, especially in colder months or if you have naturally dry skin.

The Verdict

Naturium's Urea 5% Body Serum has earned a permanent spot on my skincare shelf. It's not flashy; it doesn't come with a catchy name or fancy packaging—but it works. And when you have dry skin begging for relief, that's what matters.

So, if dry skin has been making you miserable, try this serum. Your skin will thank you.

The beauty industry is constantly evolving, and this week brings a fresh wave of exciting new beauty launches. Whether you're searching for innovative skincare or the latest makeup must-haves, here’s a roundup of standout launches worth exploring.

Peach & Lily Pure Radiance Brightening Eye Cream – $43

Peach & Lily introduces a powerful eye cream designed to brighten dark circles, reduce puffiness, and smooth under-eye bags. Formulated with caffeine, diglucosyl gallic acid, and a Korean Herbal Eye Complex, the Peach & Lily Pure Radiance Brightening Eye Cream cream hydrates and firms to give the skin a refreshed look.

Results:

• 93% said their eyes looked brighter and more awake

• 94% noticed firmer skin and reduced dark circles

• 100% felt their skin was soft and hydrated

VERSED Expands Into Makeup

Known for its affordable and effective skincare, VERSED is now venturing into makeup with a collection that blends skincare benefits with easy-to-use formulas.

Skin Solution Multi-Serum Skin Tint SPF 40 – $19.99
This skin tint offers buildable coverage with mineral SPF 40, protecting while evening out skin tone.

Shade Swipe Blush Stick – $14.99
A creamy, blendable blush in five shades, perfect for achieving a natural or more intense look.

Soft Gloss Tinted Lip Serum – $11.99
A lightweight, hydrating lip serum with a soft, glossy tint for everyday wear.

Warm Dimension Bronzer Stick – $13.99
A creamy bronzer available in three shades that blends seamlessly for a natural, sun-kissed glow.

Day Lash Mascara – $14.99
Designed to define and lengthen lashes without clumping, this water-resistant mascara is a go-to for effortless volume.

VERSED also released a concealer, brow gel, highlighter, liquid eyeshadows, and more. Visit their website for the full lineup.

Naturium Phyto-Glow Shimmer Collection – $12

Naturium’s latest release is a hydrating shimmer lip balm formulated with shea butter, squalane, and cupuaçu butter. The Naturium Phyto-Glow Shimmer collection is available in six radiant shades:

• Stardust – Frosted baby pink

• Eclipse – Baby fuchsia

• SuperNova – Iridescent rose

• Cosmic – Peachy pink

• Orbit – Nude mauve

• Galaxy – Mulled wine

These balms provide a sheer wash of color with a luminous finish. The Viral Shimmers Trio, featuring Stardust, Cosmic, and Eclipse, is available for $36 (currently on sale for $31 on the Naturium website).

Huda Beauty Blush Filter – 3 New Shades – $23

Huda Beauty is expanding its Blush Filter range with three new shades:

• Bubble Gum – Soft poppy pink

• Sunset Lychee – Rosy coral

• Intense Guava – Bright electric pink

These lightweight, blendable liquid blushes give a soft-focus glow with buildable color. Available now on the Huda Beauty website.

PAPATUI Ageless Action Under Eye Patches – $12.99

Dwayne "The Rock" Johnson’s PAPATUI brand debuts under-eye patches designed to reduce puffiness, fine lines, and dark circles. Infused with peptides, ceramides, caffeine, and niacinamide, they work in just 10 minutes.

Key Features:

• Clean ingredients (Sulfate-free, Paraben-free, Vegan, Cruelty-free)

• Affordable price point

• Uses upcycled caffeine for sustainability

Available now! Click here.

Natasha Denona Bloom Palette – $69

For eyeshadow lovers, Natasha Denona’s latest launch features a 15-shade palette with coral, burgundy, and mauve tones in matte, shimmer, and duo-chrome finishes. This highly anticipated release will be available on February 25th via the brand’s website.

Final Thoughts: Which Product Are You Excited About?

With so many exciting beauty launches this week, there’s plenty to explore. Whether you’re drawn to VERSED’s new makeup line, Huda Beauty’s latest blush shades, or Natasha Denona’s newest palette, there’s something for everyone. Which product are you adding to your cart?

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Imagine this: You’re down to the last few taps of your beloved Laura Mercier Translucent Loose Setting Powder, and panic sets in. Do you brave the mall? Wait for standard shipping? Now, there’s another option—Amazon Prime to the rescue!

Luxury beauty meets instant gratification as Laura Mercier officially launches in Amazon’s Premium Beauty store. This isn’t just a convenience win for beauty lovers—it’s a strategic power move that could redefine how prestige brands approach e-commerce. Let’s break down what this means for you and the brand.

Laura Mercier + Amazon: A Smart Business Move

Laura Mercier has long been a staple in department stores and specialty beauty retailers like Sephora and Ulta Beauty. But as consumer shopping habits evolve, the brand is smartly expanding its digital presence. Amazon isn’t just a marketplace—it’s a global retail powerhouse.

Why does this matter?

• Increased Accessibility: Now, anyone across the U.S. can get their favorite Laura Mercier products with fast, free Prime shipping—no more waiting or searching for in-store stock.

• New Customer Reach: Millions of beauty shoppers already use Amazon. This move puts Laura Mercier directly in front of potential new fans.

• Exclusive Bundles & Deals: The Amazon storefront will feature special product bundles and limited-edition items you won’t find elsewhere.

• Shoppable Livestreams: Laura Mercier is hosting interactive Amazon Live events, featuring artistry tips and tutorials with Jerry Johnson, the brand’s Senior Manager of Artistry.

"Our collaboration with Amazon represents a significant step toward making our products available to a wider audience in the U.S.," says Erin Cast, Orveon Global Brand President.

This isn’t just about selling more products—it’s about adapting to where consumers already shop. With Amazon’s massive search traffic and streamlined purchasing experience, this move is likely to boost brand visibility and sales.

What This Means for Beauty Lovers

If you’re an Amazon Prime member, this launch means one thing: shopping just got a whole lot easier. No more second-guessing whether a third-party seller is legit—Laura Mercier’s official Amazon storefront guarantees authenticity.

What You Can Expect to Find:

• Fan Favorites like the Translucent Loose Setting Powder (aka the holy grail of setting powders)

• Best-Sellers like the Tinted Moisturizer Blush, Petal Soft Lipstick Crayon, and Caviar Stick Eye Shadows

• Skincare Essentials to prep your makeup base flawlessly

• New Shopping Perks, including exclusive product bundles, tutorials, and interactive quizzes to help you find your perfect match

Prime members also get a bonus perk: You can shop select Laura Mercier products directly from LauraMercier.com using Buy with Prime, meaning you get Amazon’s signature fast, free shipping even on the brand’s own site.

Will This Change the Luxury Beauty Landscape?

This move raises an interesting question: Will more luxury beauty brands follow suit?

Some high-end brands have resisted selling on Amazon due to concerns over brand perception and pricing control. But as Amazon expands its Premium Beauty category, more companies are seeing the potential.

Laura Mercier isn’t the first to make this move—BareMinerals and Buxom, both owned by Orveon, have already seen success with Amazon’s Buy with Prime. "After the success of Buy with Prime on BareMinerals and Buxom, we're thrilled Orveon is bringing our offering to the iconic Laura Mercier brand," said Peter Larsen, vice president of Buy with Prime.

Translation? Amazon isn’t just for drugstore beauty anymore. More prestige brands could follow, making high-end beauty more accessible than ever.

Final Thoughts – Is This a Win for Shoppers?

In short? Absolutely.

For longtime Laura Mercier fans, this launch makes it easier than ever to restock favorites without hunting them down. For those new to the brand, it’s a perfect chance to discover its cult-favorite products with the convenience of Amazon’s fast shipping.

So, will you be adding a few Laura Mercier staples to your next Amazon haul?

Shop Laura Mercier on Amazon

Disney x Bath & Body Works: Princess Magic in Every Spritz

Release Date: February 16, 2025
Price Range: $1.95 - $99.95
Where to Buy: bathandbodyworks.com and Bath & Body Works stores

Disney fans, this one’s for you! Bath & Body Works just released their biggest collaboration yet—a magical, princess-inspired collection that captures the spirit of six beloved characters. From Ariel’s sea-breeze freshness to Belle’s warm vanilla charm, these scents add a bit of fairy-tale fun to your daily routine.

Standout Scents:

• Cinderella: Gardenia petals, musk & sapphire amber

• Tiana: Water lily, amber & bayou woods

• Belle: Rose petals, buttercup & whipped vanilla

Tree Hut: Springtime Self-Care Upgrades

Release Date: Available Now
Where to Buy: Ulta & Target (Walmart coming soon)

Tree Hut’s new Spring collection is packed with goodies to make everyday moments feel more indulgent. From serum-infused hand washes to overnight lip masks, these products combine skin-loving ingredients with scents that instantly lift your mood.

Key Products:

• Serum-Infused Hand Wash: Hyaluronic acid and ceramides for soft hands

• Overnight Lip Mask: Hydrate while you sleep in Vanilla, Watermelon and Strawberry

• Pre-Shave Foaming Polish: Lactic acid and sugar crystals for the smoothest shave

Moroccanoil L’Originale Eau de Parfum: Signature Scent, Elevated

Release Date: February 20, 2025
Price Range: $30 - $130
Where to Buy: Sephora & Moroccanoil.com

You know that signature Moroccanoil scent that turns heads every time you leave the salon? It’s now a perfume. This fragrance blends citrus, violet, and vanilla with hints of sandalwood and amber. It’s fresh, warm, and perfect for everyday wear.

BYOMA Phyto-Mucin Glow Serum: Glass Skin Without Snails

Release Date: Available Now
Price: $15.99 at Target / $16.99 at Ulta
Where to Buy: Target and Ulta stores

BYOMA just introduced a plant-based alternative to snail mucin with their new Phyto-Mucin Glow Serum. It hydrates, strengthens your skin barrier, and leaves your complexion looking smooth and radiant. Plus, it works beautifully under makeup.

Key Ingredients:

• Phytomucin: Plant-based alternative to snail mucin

• Tri-Ceramide Complex: Supports skin’s barrier

• Hyaluronic Acid: Three molecular weights for deep hydration

Charlotte Tilbury Palettes of Beautifying Eye Trends

Release Date: February 11, 2025
Price: $60
Where to Buy: CharlotteTilbury.com & Ulta Beauty

Charlotte Tilbury has launched six new eye palettes, each designed to enhance your eye color effortlessly. The textures range from soft mattes to high-shine chromes, making it easy to create looks that feel polished but never overdone.

Available Shades:

• Super Neutral: Everyday wearable neutrals

• Emerald Effect: Vivid greens with shimmer

• Pink Love: Soft pinks for a romantic look

Juvia’s Place Blushed Cream Blush & Lip Tint: Multitasking Magic

Release Date: Available Now
Price: $16
Where to Buy: JuviasPlace.com & coming soon to Ulta

Juvia’s Place just launched a creamy blush that does double duty as a lip tint. The formula blends seamlessly, delivering a fresh, dewy finish that never feels sticky. With eight buildable shades—like Peach Please and Pink Passion—it’s easy to get that healthy, just-back-from-a-walk glow.

Milk Makeup Hydrodrop Grip Gel Tint: Dewy, Hydrated Skin (All Day!)

Release Date: February 26, 2025
Price: $36
Where to Buy: MilkMakeup.com

Milk Makeup’s new Hydrodrop Grip Gel Tint is designed for long-lasting hydration and coverage. The gel-based formula feels weightless, provides buildable coverage, and keeps skin looking fresh for up to 12 hours. Hyaluronic acid and niacinamide give your skin a hydration boost while delivering a natural, dewy finish.

ColourPop Pretty Fresh Tinted Foundation Balm: Swipe, Blend, Glow

Release Date: February 16, 2025
Price: $14
Where to Buy: ColourPop.com & Target stores

ColourPop’s new Pretty Fresh Tinted Foundation Balm is perfect for those who prefer quick and easy makeup application. The stick format glides on smoothly, providing light to medium coverage with a soft, blurred finish. The formula includes skin-friendly ingredients like hyaluronic acid, peptides, and niacinamide.

What Are You Most Excited to Try?

So many exciting launches this week. Are you eyeing the Disney collection or curious about BYOMA’s new glow serum? And don’t forget to subscribe to the Beauty Scoop for more, or follow on YouTube, TikTok, and Instagram @beautynewsreporter.

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I put it to the ultimate test through a full workday, multiple walks, and even a couple of hot flashes. Here is my experience with how it held up.

First Impressions: Shade Struggles and Silky Texture

Using the Ulta Beauty shade finder tool, I picked up shade 330, thinking it would match my self-tanned skin. However, it was the wrong shade and had a strong orange finish after applying. That's one of the toughest things with drugstore brands: the lack of being able to use a tester for a shade match. Anyway, I was able to blend it to a better skin tone match using my favorite concealer in a lighter shade.

Despite the shade issue, I was pleasantly surprised by the texture. Maybelline describes it as lightweight, but I was taken aback by how thin and liquidy it was. It effortlessly glided onto my skin, blending well and providing buildable, medium-to-full coverage.

The finish is a delightful mix of matte and radiant, giving my dry skin a fresh and healthy look. It's far from dull or flat. My first impression was indeed positive, leaving me optimistic about the product.

Wear Test: 30 Hours? Not Quite.

I used my everyday skincare and applied the foundation as usual, using primer and no setting spray to see how it performed on its own. Here is how it held up:

Six-Hour Check-In:

• Still felt lightweight and comfortable

• No settling into fine lines or clinging to dry patches

• Noticeable fading around my chin and nose

Twelve-Hour Check-In:

• Completely disappeared from my chin, nose, and cheeks

• Broke down with sweat despite its sweat-resistant claims

• Still controlled shine where it had not worn off

• Photographed beautifully with no flashback

I put this foundation through an entire workday, two 20-minute walks totaling 4,000 steps, and a couple of hot flashes. While it looked stunning for the first few hours, I would not consider it long-wearing without additional setting products.

Final Thoughts: Keep or Skip?

What I Loved:

• Lightweight and breathable

• Beautiful finish with a balance of matte and radiance

• Buildable coverage

• Did not settle into fine lines or emphasize texture

• Looked stunning in photos

What Disappointed Me:

• Not transfer-proof or sweat-resistant as claimed

• Wore off within six hours, far from the advertised 30 hours

• Shade range can be tricky, as I experienced with shade 330

While I was not impressed with the longevity, I did pick up another shade to try again. This foundation is not in my top five for mature skin due to its lack of longevity, but I will keep it in my rotation for days when I do not need all-day wear. If you're interested in trying it out for yourself, you'll be pleased to know that you can find it at Ulta Beauty, major retailers, and Maybelline's website.

Aging is full of surprises. Some are wonderful like your 'give a damn' button breaking. Others? Not so much. One of the unwelcome surprises of aging that no one seems to talk about is the changes in body odor.

As a 50-year-old woman navigating menopause and a 140-pound weight loss journey (with more to go), I know this struggle well. Body odor is a genuine concern in workouts and everyday life. That concern is only made worse by the fear of that infamous "old people smell."

If you've found yourself searching for answers to questions like "What neutralizes nonenal?" or "What neutralizes nonenal smell?" This blog is for you. Let's start by explaining why body odor changes as we age, what we can do about it, and how Naturium's Energizing Mandelic Acid Body Wash has become my secret weapon.

Why Does Body Odor Change with Age?

As we get older, our bodies change in many ways. One of my biggest fears is developing nonenal, also known as "old people smell." This type of odor is extremely different from traditional sweat-induced body odors. Nonenal forms of body odor happen when skin lipids (fats) break down through oxidation, creating an unsaturated aldehyde called 2-noneal. That's the scientific definition. It's the compound that has the smell. It's that grassy, slightly greasy, rotting fast food sell that sticks to both your skin and clothes, making it harder to wash away.

And if fearing nonenal odor wasn't enough, we have to contend with hormone changes during perimenopause and menopause, which also causes a shift in how our bodies smell. The decrease in estrogen can lead to increased sweating, amplified by hot flashes, changes in skin pH, and reduced skin turnover, all of which add to odor issues. And, if you are overweight, have excess skin, or your skin starts to sag, bacteria that thrive in those skin folds--- like under the breasts, under the FUPA, and other areas, you have the potential to be a walking stink bomb.

What You Can Do to Fight Body Odor As You Age?

Thankfully, we don't have to live with body odor. Here's a guide to fighting body odor from hormonal changes and nonenal:

Practice Daily Hygiene

This one is standard practice. Regular showers are essential, especially after working out. Pay attention to areas where sweat and bacteria build-up, such as under the breasts, the pannus fold, and the armpits.

Choose the Right Products

Not all body washes are created equal. Look for products designed specifically to target odor, gently exfoliate, and hydrate skin. Look for ingredients to break down odor-causing compounds like mandelic, glycolic, or lactic acid.

Try Natural Remedies

According to Good Health Academy, some natural ingredients, like persimmon extract, are effective at neutralizing nominal. Rich in tannins, persimmon extract has long been used in Japanese culture for its deodorizing properties. Additionally, green tea extract offers antioxidant benefits that reduce oxidative stress and help minimize the formation of nonenal.

Address Bacteria with Antimicrobial Agents

Ingredients like chlorhexidine and triclosan can also effectively reduce bacteria on the skin, helping manage body odors, including those that cause nonenal.

Stay Hydrated and Eat Healthy

When it comes to health, internal and external, it always comes down to drinking plenty of water and eating a balanced diet. This not only improves overall health but can also improve the overall health of your skin and help manage body odor.

Keep Skin Dry and Clean

Skin folds are a breeding ground for bacteria. After showering, thoroughly dry these areas to prevent irritation and odor. When a towel isn't enough, I sometimes use a blow dryer on the cool setting, spray with antiperspirant, or use baby powder, especially in the summer months when I'm prone to sweating more.

Common Ingredients that Fight Body Odor

When choosing a body wash or products to address body odor and aging skin, look for some of these ingredients:

• Mandelic Acid: A gentle alpha hydroxy acid (AHA) that exfoliates dead skin cells, smooths texture, and supports a slightly acidic pH to inhibit bacterial growth.

• Fermented Sugar Cane System: Enzymes that break down stubborn odor-causing compounds like nonenal.

• Persimmon Extract: Contains tannins that effectively neutralize nonenal odors.

• Green Tea Extract: Provides antioxidant properties to reduce nonenal formation.

• Botanical Extracts: Ingredients like lavender, rosemary, and sage offer antimicrobial properties to reduce bacteria.

• Moisturizers: Glycerin and sunflower seed oil help keep aging skin hydrated and soft, crucial for comfort and odor control.

• Cooling Agents: Ingredients like menthyl lactate and peppermint extract provide a fresh, soothing sensation and effectively mask odors.

How Naturium's Energizing Mandelic Acid Body Wash Became My Must-Have for Freshness

As someone who fears smelling anything other than a fresh daisy, I've spent years looking for the proper odor-fighting body wash. I've finally found it: Naturium's Energizing Mandelic Acid Body Wash. It's formulated with ingredients that fight odor, and it's part of my daily shower routine.

The Naturium Energizing Mandelic Acid Body Wash is jam-packed with effective ingredients that deliver odor-eating results. The mandelic acid, a gently alpha hydroxy acid (AHA) in the for,mula gently exfoliates skin, helping to smooth texture while promoting a slightly acidic pH that inhibits the growth of odor-causing bacteria,

At its core is a fermented sugar cane system with five types of enzymes—hydrolases, oxidases, reductases, de-esterases, and more—that work together to break down stubborn odor-causing compounds. In addition, botanical extracts, including lavender, rosemary, and sage, provide additional antimicrobial benefits while moisturizing ingredients like glycerin and sunflower seed oil keep skin soft and hydrated. Menthol lactate and peppermint leaf extract also add a cooling and refreshing sensation, perfect for post-workout and post-hot flash care. This body wash is also fragrance-free, so it's ideal for fighting odor instead of masking it.

Ready to Take Control of Body Odor?

If you're ready to tackle body odor, choose the right products. Naturium's Energizing Mandelic Acid Body Wash is an effective, gentle, and refreshing option for women over 40 who want to neutralize odor caused by changing hormones related to perimenopause, menopause, and aging.

However, if you notice persistent or excessive body odor that doesn't improve with regular hygiene or odor-neutralizing products, please consult with your doctor. Excessive odor could indicate an underlying medical condition requiring specialized treatment.

If you've ever dealt with dry, tight skin or felt like your face moisturizer for dry skin isn't enough, the issue might be your skin barrier. It's a key part of your skin's health and appearance—and deserves more attention than we often give it.

What Is the Skin Barrier, and Why Is It So Important?

The skin barrier is your body's natural defense system, locking in moisture and protecting against irritants, allergens, and environmental damage. However, as we age, this barrier becomes less effective. That's when dry skin, irritation, and dullness appear, even with the best moisturizer for dry skin.

Taking care of your skin barrier is essential for keeping your skin hydrated, smooth, and radiant. A strong skin barrier allows your face to retain moisture better and protect against external stressors.

How I Discovered Naturium's Barrier Bounce

A little over a year ago, I started using Naturium's Barrier Bounce Oil-Serum, and it quickly became my go-to product for healthy, hydrated skin. I first bought it during a brutal Midwest winter when even my favorite face moisturizer for dry skin wasn't enough. Little did I know it would become a year-round staple.

What Makes Barrier Bounce the Best for Dry Skin?

Naturium's Barrier Bounce is a lightweight oil serum that works beautifully alongside any moisturizer for dry skin. It's packed with ingredients designed to repair and protect the skin barrier:

• Squalane locks in hydration and keeps skin plump.

• Urea gently smooths and softens the skin.

• Ceramide Complex strengthens the barrier, helping your skin retain moisture and resist irritation.

This product is also fragrance-free, vegan, cruelty-free, and dermatologist-tested. It is ideal for all skin types, including sensitive, aging, and combination skin. Whether you're looking for a moisturizer for dry skin on your face or the best solution for year-round hydration, Barrier Bounce complements and enhances any routine.

How It's Changed My Skin

After using Naturium's Barrier Bounce consistently for over a year, my skin has undergone a remarkable transformation. It feels healthier, looks more radiant, and stays hydrated all day. My fine lines have softened, and my skin is now smoother and more even. Living in Wisconsin, the harsh winters used to take a toll on my skin, but Barrier Bounce has made a significant difference, ensuring my skin feels comfortable and balanced.

One of the other changes I've noticed is that my other skincare products, including my favorite moisturizer for dry skin, now perform better because my skin is healthier overall.

How I Use Barrier Bounce

I use Barrier Bounce twice daily as part of my routine:

1. After cleansing, I use a moisturizing mist.

2. I apply 2-3 pumps of Barrier Bounce to my face and neck.

3. In the morning, I follow with sunscreen. I layer a richer moisturizer for dry skin at night, especially in winter.

Naturium's Barrier Bounce is a versatile product that seamlessly fits into any skincare routine. In the summer, it functions beautifully as a standalone hydrator. In the winter, it becomes the perfect partner under a richer face moisturizer for dry skin, giving you the flexibility to adapt your routine to the changing seasons.

Why Skin Barrier Care Matters As We Age

As we age, our skin naturally loses its ability to hold onto moisture and protect itself. This can lead to dryness, dullness, and an increased appearance of fine lines—even with the best face moisturizer for dry skin. Strengthening the skin barrier with products like Naturium's Barrier Bounce helps your skin stay hydrated, smooth, and resilient.

Caring for my skin is about more than just how it looks. It's about giving it the support it needs to stay healthy and strong, no matter my age or the season.

Where to Find Naturium's Barrier Bounce

Naturium's Barrier Bounce is available on their website and at Ulta Beauty (I’ve linked it in my Ulta Beauty storefront).

t). At just $23.99, it's an accessible product that can elevate your skincare routine and help you get the most out of your moisturizer for dry skin.

Make Your Skin a Priority

Your skin deserves to feel hydrated, smooth, and protected at every stage of life. If you're looking for the best moisturizer for dry skin or a way to enhance your routine, start with your skin barrier. Naturium's Barrier Bounce has made a real difference for me, and I know it can for you, too.

Ready to transform your skin? Click here to pick up a bottle at my Ulta Beauty storefront.

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The holidays are here, and Christmas is just a few short weeks away. If you're shopping for a beauty-product-loving teen, I've compiled a list of some of the season's hottest beauty gifts that your teen will love!

Ulta Beauty Gift Card | Price: Your Choice!

An Ulta Beauty Gift Card is a no-fail gift. Whether your teen is into luxury brands, drugstore favorites, or just starting to explore makeup and skincare, a gift card is the perfect way to let them splurge on products you know they will love.

Sol de Janerio Brazilian Bum Bum Jet Set | Price: $32.00

Sol de Janeiro is popular among beauty lovers of all ages, and this gift set features the iconic Cheriosa 62 scent. Complete with a hydrating body wash, visibly tightening body cream, and a mini perfume mist, it’s the perfect pick for teens who love fragrant body care.

Ulta Beauty Collection Cherry Crush Lip Treatment Kit | Price: $16.00

This adorable cherry-scented set includes a lip scrub, jelly mask, and treatment oil, perfect for keeping lips in tip-top shape during cold winter weather. Practical, cute, and at a price point that won’t break the bank, the Ulta Beauty Collection Cherry Crush Lip Treatment Kit is an ideal stocking stuffer.

Polite Society Polite Pout Glossy Lip Balm | Price: $21.00

A little shine is the perfect way to take on the school day! The Polite Pout Glossy Lip Balm from Polite Society delivers juicy color and hydration. Available in five shades, including Pink Grapefruit and Strawberry Glaze, it is dermatologist-tested and PETA-approved, making it the perfect gift for teens who want to enjoy beauty products that don’t compromise on pigment while being cruelty-free and made with clean ingredients.

Patchology Breakout Box 3-in-1 Acne Treatment Kit | Price: $20.00

Breakouts happen. This acne treatment kit has everything your teen needs to battle blemishes, including salicylic acid dots, hydrocolloid patches, and blackhead-eliminating nose strips. Thus, the Patchology Breakout Box 3-in-1 Acne Treatment Kit is an ideal holiday stocking stuffer.

Glamnetic Best of Press-On’s Gift Set | Price: $30.00

Press-on nails are all over your teens' social media, and this set features two of Glamentic’s best-selling designs. With timeless French tips, festive red nails, and long-lasting glue, the Glamnetic Best of Press-on’s Gift Set is the perfect way for your teen to enjoy salon-quality nails without the ongoing salon maintenance.

Morphe Compose Yourself 6-Piece Makeup Brush & Tool Set | Price: $19.60

Good makeup brushes are essential to applying makeup, and the Compose Yourself 6-Piece Makeup Brush & Tool Set from Morphe has everything your teen needs. From a foundation buffer to a brow sculpting brush, this set is versatile, high-quality, and has an extremely budget-friendly price tag.

ILIA Party Set | Price: $46.00

Ideal for the teen who loves minimalist, clean beauty, the ILIA party set features ILIA's bestsellers, including the Multi-Stick for cheeks and lips, a swipe-and-go liquid eyeshadow, and the popular Limitless Lash Mascara. Cruelty-free and effortlessly chic, this set is perfect for creating that “I woke up like this” no-makeup-makeup look.

Fenty Beauty It’s Riri Szn 3-Piece Lip Set | Price: $50.00

This trio is a no-brainer if your teen loves a bold, versatile lip set. Featuring a gloss, liquid lipstick, and high-shine stick in the universally flattering Riri shade, it’s a gift that’s equal parts glam and practical. Fenty Beauty never misses, and this set is proof.

Essence Lash Princess Mascara Holiday Gift Set | Price: $14.99

This holiday-ready gift set features the drugstore and cult-favorite Lash Princess mascaras. It includes multiple formulas, from False Lash Effect to Curl and Volume, plus a primer for extra length.

E.l.f. Cosmetics Glow Reviver Quad Goals Lip Oil Kit | Price: $32.00

This kit of four tinted lip oils is perfect for teens who love glossy, hydrated lips with a pop of color. With fun shades like Black Cherry and Crystal Baller, these non-sticky oils are infused with nourishing apricot oil for a fresh, minty feel. Bonus: it’s vegan and cruelty-free.

Shopping for a beauty-obsessed teen can feel like navigating a TikTok trend, but these beauty picks are guaranteed to impress. From skincare staples to makeup must-haves, there’s something here for every beauty enthusiast on your list. And if you can’t decide, the Ulta Beauty gift card is a seriously solid option.

If you're a beauty enthusiast, there's exciting news for the new year. Beginning January 1, 2025, Tatcha, the renowned Japanese skincare brand, will officially be available at Ulta Beauty, the largest beauty retailer in the nation, both in stores and online. This partnership aims to make luxury skincare more accessible by combining Tatcha's rich Japanese heritage with Ulta Beauty's extensive reach and commitment to customer satisfaction.

Here's what this means for your skincare routine and why this partnership is a savvy business move for Ulta Beauty.

Bringing Japanese Skincare to a Wider Audience

Tatcha is well-known for its transformative skincare products that blend Japanese beauty rituals with modern science. Their signature Hadasei-3™ complex, which includes a unique combination of twice-fermented rice, green tea, and algae, sets their formulas apart. These products are designed to nourish the skin, promote balance, and enhance radiance, making them essential for any skincare routine.

One of Tatcha's most iconic products, the Dewy Skin Cream, has gained popularity worldwide. Since its launch in 2019, this rich moisturizer has steadily achieved double-digit growth yearly, solidifying its reputation as a go-to choice for achieving hydrated, glowing skin. With Tatcha now available at Ulta Beauty, these beloved products are more accessible than ever.

A Natural Fit for Ulta Beauty

Ulta Beauty's recent addition of Tatcha showcases the retailer's commitment to staying at the forefront of beauty trends. With over 44 million rewards members and a strong online and in-store presence, Ulta Beauty is well-positioned to introduce Tatcha to a broad audience eager for premium, results-driven skincare.

This move is part of Ulta Beauty's larger strategy to expand its selection of prestige brands. In 2024, the retailer welcomed powerhouse brands such as Charlotte Tilbury, Ole Henriksen, and Sol de Janeiro and emerging favorites like Naturium and Saltair. The introduction of Tatcha enhances Ulta Beauty's portfolio and meets the growing consumer demand for luxury beauty products.

According to Penny Coy, Ulta Beauty's Senior Vice President of Merchandising, Tatcha's focus on skincare as a form of self-care aligns perfectly with Ulta Beauty's mission to integrate beauty and wellbeing. "The iconic brand is a trailblazer in the category," Coy said. "We could not be more excited to welcome Tatcha to our family."

A Smart Business Move

Ulta Beauty is well-positioned in the market, demonstrating resilience and growth despite intense competition. Although comparable sales declined by 1.2% in the second quarter of fiscal 2024, the company's overall sales increased to $2.6 billion. This reflects Ulta Beauty's ability to innovate and adapt.

By incorporating a heritage brand like Tatcha, Ulta Beauty strengthens its presence in the highly lucrative prestige skincare category. This expansion aligns with the company's long-term strategy to create a differentiated product portfolio, ensuring customers can access exclusive, high-quality brands that promote customer loyalty.

More Than Just Skincare

Tatcha's mission goes beyond beauty; it aims to positively impact the world. A portion of every Tatcha purchase contributes to the Beautiful Faces, Beautiful Futures fund, a program developed in partnership with the nonprofit Room to Read. This initiative has provided over 10 million days of education for children around the globe, promoting gender equality and literacy.

This purpose-driven approach aligns perfectly with Ulta Beauty's Joy Project, which seeks to harness beauty as a force for good. Together, these two brands are advocating for a vision in which beauty not only enhances appearances but also transforms lives.

What to Expect

Starting January 1, 2025, Tatcha's range of products, including the popular Dewy Skin Cream, along with exclusive sets specially curated for Ulta Beauty shoppers, will be available at Ulta.com and in over 1,400 in-store locations across the U.S. This is your chance to experience the luxury of Tatcha right at your fingertips.

Whether you want to enhance your skincare routine, indulge in luxurious formulations, or explore the transformative power of Japanese beauty rituals, Tatcha's arrival at Ulta Beauty presents an opportunity you will want to take advantage of. Discover the secrets of Japanese skincare and revamp your beauty routine.

This partnership benefits both brands. Tatcha gains access to Ulta Beauty's network of loyal customers, allowing more individuals to experience their transformative skincare. Meanwhile, Ulta Beauty continues solidifying its position as a leader in the beauty retail industry by offering a growing portfolio that includes popular brands like Charlotte Tilbury, Naturium, Ole Henriksen, Neom Wellbeing, and Sol de Janeiro. Together, they aim to redefine the accessibility of luxury skincare.

For consumers, Tatcha's debut at Ulta Beauty symbolizes more than convenience—it's an invitation to experience luxury skincare as part of a meaningful self-care ritual. As Tatcha's founder, Vicky Tsai, once said, "When you take care of your skin, you take care of yourself."

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