Inspired by Mallorca and built around evolving skin, thoughtful rituals, and intentionally curated capsules, Solsoller is redefining what it means to build a modern beauty house. Beauty brands are often defined by what they launch next. A new serum. A new shade extension. A new collection timed perfectly to the season. The industry thrives on momentum, fueled by constant novelty and an endless cycle of what's new. Solsoller is taking a different approach. Founded by attorney

Matte is back, but not as we knew it. NYX Cosmetics just dropped a new matte balm-gloss hybrid and it’s gaining traction across TikTok and IG thanks to its joyful packaging, nostalgic flair, and formula that delivers both payoff and play. But underneath the cute, shelfie-ready exterior lies a strategic masterclass in trend-led marketing, cross-category innovation, and go-to-market timing. Curious how NYX turned a single balm into a full-blown moment and what beauty brands can

On a recent solo trip to New York, I had the chance to meet Samantha Moadel, the founder of Future Beauty NYC. Her apartment? Basically the brand’s unofficial HQ: pink everywhere, PR mailers stacked high, and a glowing neon sign with the brand’s name lit up.

How Glossier’s Espresso Balm Dotcom Re-Drop Blends Office Sirens, Internet Icons & a Marketing Moment That Clocked In What do cubicles, coffee, and Quenlin Blackwell have in common? Apparently, Glossier’s latest marketing campaign. The (re)launch of Espresso Balm Dotcom marks a calculated return to form for the darling of millennial beauty, a high-gloss play at TikTok virality, cultural relevance, and brand nostalgia. But beneath the brown-tinted balm lies a campaign as rich

Let’s be real. When MAC Cosmetics announces they’re reformulating an icon, the beauty world collectively side-eyes and holds its breath. Because Studio Fix Powder Plus Foundation isn’t just a product—it’s a backstage staple, a ride-or-die for artists, and a holy grail for oily-skinned babes who want their makeup to not move throughout the day. So when MAC decided to give this classic a facelift, we had questions. Lots of them. The Powder That Built a Brand Studio Fix Powder i

Mon Chéri is a shade that's described as having "a life all its own." The launch of VIOLETTE_FR's newest Bisou Balm embraces the storytelling that great marketing should provide for the end user. Set at the Hotel Chelsea, founder Violette Serrat brought to life her vision of a chocolate-covered cherry candy-inspired lipstick to beauty lovers through editorial visuals, a video skit, and an immersive playlist. This one is for the girls who have pinned “French Girl Aesthetic” to

Line expansions aren't always the most enticing launches to cover, but this one was just too delicious not to pay tribute to at Beauty Brief HQ. Gisou's Honey-Infused Lip Oils are now available in (3) brand new "sun-soaked" options. Retailing at $28 each (or available as a trio for $73.92), the fruit-centric drop features: Glazed Plum Bee-llini Peach Raspberry Swirl Let's dive in. Key Ingredients: Mirsalehi Honey: Attracts & Retains Moisture Mirsalehi Bee Garden Oils: Rich, A

Valentine's Day came and went, but romance never dies. At least when it comes to dreamy beauty campaigns with a rose-colored lens. Enter DIBS newest addition: LoveBeam Setting Spray. The second installment of the LoveBeam collection by DIBS, this setting spray caught the eye of Beauty Brief HQ and we knew we had to dive in to learn more. Priced at $28 USD for 60ml, the product promises to do more than just keep makeup in tact throughout the day -- it has been formulated to pr

We have never shied away from our fan-girling for ISAMAYA Beauty and we're not about to stop now. The brand continuously delivers editorial-level campaigns that feel as artful and stunning as the founder's work as a seriously celebrated makeup artist. ISAMAYA gives us something we've been lacking and with each new drop, we realize exactly what we've been missing all along. Enter the new Core Collection. Launched in tandem with the brand's Sephora debut, the Core Collection fe

Pat McGrath's Skin Fetish: Glass 001 Peel-Off Artistry Mask Is Here & It’s Shattering Expectations The TikTok girlies have been lusting after the elusive "glass skin" look for what feels like forever, but leave it to the legendary Pat McGrath to take that beauty ideal and elevate it to dazzling new heights. After her viral artistry for Maison Margiela's Spring/Summer 2024 show at Haute Couture Week in Paris, there was only one question on everyone's lips: When can we get our

Rhode Skin is back with another highly-anticipated drop, and this time it’s all about lips. Hailey Bieber is launching the Peptide Lip Shape

The way the beauty industry has shown up for LA in the aftermath of the devastating fires has left us feeling incredibly proud to be a part of this community. As we ease back into our normal content, we wanted to showcase a new drop from Beauty Brief HQ fave Starface that's using its recent launch as an opportunity to give back to those impacted. Star Balm in itself isn't a new product -- the brand has expanding their product offerings beyond aesthetic pimple patches with the

Nike is no stranger to bold moves, but its latest collaboration with visionary makeup artist Isamaya Ffrench takes things to a whole new lev

It’s not often that we’re stopped in our tracks by a campaign. Color us stunned in a shimmery peppermint glaze. Visually it’s a win. In theory, it’s the perfect partnership. In action, we have notes. Hailey Bieber’s Rhode Skin expertly collabed with the Matilda Djerf of Djerf Avenue for a limited holiday edition peptide lip treatment. The aesthetic scratches our brains just right from the lushious glazed lips to the classy Cindy Lou Who hair. While blending candy cane and shi

What to do with a classic best-seller that's already been on the market and well-loved for some time? Turn it into an entire category. Topicals' Slick Salve has been a must-have for beauty lovers due to its delicious texture and luxurious feel. The OG Salve was colorless, allowing for the most low maintenance of lip care experiences and a staple for a what's-in-your-bag, always keeping that on me 24/7 type of product to have in a consumer's beauty mix. Just in time to take ad

It takes a lot to catch the eye of the team at Beauty Brief HQ with the sheer volume of brands we encounter on a daily basis, so when we got connected with one that managed to do just that - we were over the moon. We're pleased to introduce you to For Arts Sake Cosmetics. While clean girl makeup may be at the top of the trends aesthetically for quite some time now, what we were most excited to see is a brand who's entire identity is about serving more, not less. The vibrancy

When you think beach, ocean, mermaid — what season comes to mind? Certainly not fall and winter. ILIA Beauty is hard launching their holiday sets and the theme is rather beachy, but the sparkly winter holiday aesthetic needed a refresh anyways. A superficial glow isn’t enough, with Ilia’s new holiday collection, you can “Glow deeply”. And that glow isn’t inspired by crushed diamonds or twinkly lights, it’s a pearly iridescent nod to the sea. The Ethereal Baked Face Palette ($

Written by Featured Writer: EdAnne Rowe-Taylor Patrick Starrr, one of the most iconic YouTubers of our generation, launched his popular beauty brand ONE/SIZE in July 2020 and has continued to grow in success. This September Patrick Starrr’s Turn Up the Base Full Beat Liquid Foundation got “leaked” by Glamzilla, a beauty influencer with 2.5 million followers, which created hype around the upcoming launch. A few days later, Starr posted an Instagram reel of him on his phone wit

"If brands cannot offer products that dark-skinned beauties can wear, those brands shouldn’t be offering products at all."

Singles beware… cuffing season is upon us. Those dating apps you deleted, or hid in a neglected folder on your phone are calling for your attention again, but this time they brought a friend. It’s time to “Put Your e.l.f. Out There” with the e.l.f. X Tinder limited edition collection. Aesthetic alignment aside, there is real data backing this collab. 80% of surveyed singles say their confidence skyrockets with a get-ready routine before a date. 46% notice when their date ha