With the beauty realm being more competitive than ever, a new product launch must be so much more than that. In this instance, Florence by Mills introduced a season. And at Beauty Brief HQ, we're eating it up. Meet the Pineapple Whip 24-Hr Replenishing Moisturizer. This yummy moisturizer arrived with all the hallmarks of summer: glossy pineapple imagery, vibrant color, playful creative, and a campaign that practically radiated sunshine. Yet what made this launch stand out was

For years, the beauty industry has promised consistency. One cleanser. One serum. One moisturizer. Find the right combination, and your skin should eventually behave itself. But what if the problem was never your routine? What if your skin wasn't meant to look the same every day in the first place? That's the question sitting at the heart of Muhza, a skincare brand built around an idea the beauty industry has largely overlooked: our skin is constantly changing because we are.

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

Kama Muta Beauty is rooted in connection, compassion, and emotional resonance. We spoke with founder Christina Baca about building a purpose-led makeup brand inspired by the feeling of being moved by love, creating products that feel deeply personal, and why beauty should mean something beyond aesthetics.

“Biotech” is everywhere right now, but while the category is often intriguing, many brands still struggle to translate the science into something the average beauty consumer can actually connect with. Epicutis feels especially worth getting to know against that backdrop. As consumers grow more ingredient-literate and increasingly fatigued by overly complicated skincare routines, the demand for formulas that feel both clinically credible and intentionally uncomplicated continu

Acne Care Has Felt Stuck for Years There’s been an annoying disconnect happening in acne care for a long time now. Like since before we were even teenagers. While the rest of beauty has evolved into something deeply emotional, aesthetic, sensorial, and identity-driven, acne products have largely remained trapped in a world of clinical branding and correction-first messaging. So much of the category still feels overly serious. It's often harsh, stripped down, and functional in

One blue booth in New York City says a lot about where beauty is headed. I was walking through a trade show in New York when something blue caught my eye. A blue booth to be specific, with a founder dressed to match, smiling, talking, and fully in it with everyone around her. In a sea of brands all trying to push product, it felt… intentional and modern. That’s how I discovered Tomorrow-Today Beauty and met its founder, Indianna Roehrich. And honestly, the whole moment felt

Our usual fatigue regarding acne care is intense as marketers working in the beauty industry, but we know we're not alone. The most important people for brands (the customers) are feeling it, too. Formulas are often overly familiar. The messaging? Typically tragic, to be honest. Treat, dry, strip, repeat. The acne care category has historically been reactive, clinical, and disconnected from the lived reality of the people it serves. banu skin enters the conversation with a di

When you think of cold-pressed, you probably think of juicing, not skin topicals. But HPPY Skin is bringing that same freshness-driven philosophy to skincare, and the science behind it is seriously impressive. Founded by Hannah Penn, HPPY Skin uses High-Pressure Processing (HPP), a breakthrough technology originally used in the food industry, to preserve the potency of plant-based nutrients without heat or chemicals. The result? Skincare that’s not just clean, but clinical

That shared struggle — hormonal, reactive, unpredictable skin — would later become the foundation of Authentic Ego, a biotech-driven skincare brand for women whose skin doesn’t fit neatly into the “clear or nothing” narrative.

There’s skincare... and then there’s skin intelligence. With her latest innovation, Phyto AOX Facial Oil N°10, Ewelina Aiossa, founder of Topical Skin, brings a new dimension to antioxidant protection: one that bridges biotechnology, adaptogenic botanicals, and emotional well-being. Described as “meditation in a bottle,” Phyto AOX N°10 isn’t your average facial oil. It’s a multi-layered defense system formulated to help skin adapt and thrive amid the stressors of modern life,

The first time I opened a box on my doorstep to find Parëva™ Beauty’s packaging, I did a double take. In an industry saturated with clinical whites, muted pastels, and “quiet luxury” minimalism, here was something unapologetically bold: a serum in fire-engine red, a moisturizer in cobalt blue, a primer in emerald green. It felt like skincare that wanted to be noticed.

In 2025, the skincare landscape feels both more saturated and more fatigued than ever. The market has matured past the boom years of maximalist routines and 20-step lineups. The pendulum is swinging back toward simplicity, but not the sterile, clinical minimalism of the 2010s. Today’s consumer wants less, but they want that “less” to feel deeply considered. They crave clarity without coldness. Ritual, without performance. Visual polish that doesn’t scream. They’re looking for

Peach, please. Ole Henriksen’s new collection is juicy, strategic, and barrier-boosting. Ole Henriksen’s new Peach Collection is fully a cute seasonal drop leaning into our collective fruit-beauty fixation, but if we go deeper, it's clear that this launch is also a smart, sensorial play on skincare’s current obsession with barrier health. It’s a glossy, glow-forward expansion into skin and lip care that merges sensorial joy with clinical skincare goals. The three-product line

How Nine Glow Is Changing the Way We Care for Skin When We Sweat When it comes to beauty routines, most of us have been taught to think in terms of morning, night, and maybe post-sweat. But what about during the workout itself? Enter Nine Glow, a purpose-driven skincare brand founded by Natalie Aguilar, an ISSA-certified personal trainer turned beauty entrepreneur. With a clear mission and potent formulations, Nine Glow is redefining how we support our skin in moments of move

Clean Tools, Sharp Strategy & a Founder Who’s Not Here to Copy-Paste Mary Frances Van Dyke didn’t start The Skinsheet with a traditional beauty founder resume. She had no product development pedigree, no cosmetics formulation credentials, no insider rolodex. What she did have? A startup brain, a builder’s eye, and a deep obsession with rethinking the most overlooked step in your skincare routine: the humble cotton pad. With The Skinsheet, Van Dyke isn’t just launching product

In an industry saturated with lofty claims and aesthetic-first launches, Melumé Skinscience is taking a radically different approach: one rooted in high-performance, clinical integrity, and a commitment to truth that borders on obsession. Founded by beauty industry insider Harriet Ploeger, Melumé was born from a frustration many insiders share, but few address so directly. “If we closely examined the ingredients and their concentrations in skincare products, many consumers wo

How Lenox & Sixteenth Is Redefining Skincare from the Ground Up Meet the brand that’s bringing treatment room results to your top shelf. Founded by Miami’s resident skin savant, Amy Peterson, Lenox & Sixteenth isn’t just another luxury skincare line—it’s a masterclass in turning clinical excellence into everyday confidence. If you’re in the beauty industry, you’ve likely already heard Amy’s name whispered with reverence. Known as the founder and CEO of Skincare by Amy Peterso

Can something this beautiful actually be functional? 100%. Dieux Skin believes in form AND function when it comes to its product development and it pays off. Consumers have been asking the brand to bring back their Winged Forever Eye Mask over and over again. Dieux delivered -- and then some. Founded by Charlotte Palermino, Dieux set out to make this well-loved eye mask even better. And our favorite part is the radical transparency in which both founder and brand chose to hig

Shall we take a Personal Day, besties? The acne category has long been disappointing for actual acne-havers. And the most "effective" solutions like Accutane and Benzoyl Peroxide come with a variety of health risks, alarming recalls, and harmful side effects. When things get bad, consumers go to the derm hoping for some relief -- only to find themselves being handled the same antibiotic and topical that has historically done nothing for them. To add salt to the wound, the aes