Editors Weekly Picks丨(3.6-3.7)
创建于03.18
Is it a trend for brands to enter new industries?
Who will get a piece of the pie?
▶Luxury brands enter the beauty industry
March.5，Louis Vuitton is launching a new line of makeup, La Beauté Louis Vuitton, later this year. Renowned British makeup artist Dame Pat McGrath will serve as the creative director.
This marks Louis Vuitton’s first venture into cosmetics since the 1920s, when it sold powder compacts, brushes, and mirrors.
Pat McGrath’s appointment follows her 20 years of backstage work with the brand and the success of her own label, Pat McGrath Labs.
Parent company LVMH already runs successful beauty lines, including Dior Beauty, and owns the beauty retailer Sephora.
Louis Vuitton’s existing fragrance range starts at $330 and is sold exclusively in the brand’s stores and concessions.
Several luxury fashion houses—Prada, Celine, and Rabanne—have introduced cosmetics in the past five years, broadening their brand offerings and tapping into a profitable and growing market segment. Louis Vuitton’s move follows this pattern, diversifying its product line and capitalizing on the momentum in the prestige beauty category.
Similarly, not only luxury brands but also fashion brands are entering new fields one after another.
▶Cos enters the fragrance sector
Cos has announced the launch of its first fragrance line. Cos Perfumery is a collection of four perfumes set to hit shelves in April,Each 100 ml bottle is priced at $99. The fashion label will also unveil a home fragrance line comprising four candles,start at $69.
According to a report published by WWD, Auburn, Mythe, Fleuriste and Solaire, as the scents have been named, were created by Sophie Labbe, Ilias Ermenidis and Nathalie Lorson. The packaging reflects the fashion brand’s minimalist aesthetic with clean lines.
Now an established presence on the high street, the H&M-owned fashion brand’s logical next step is into the beauty world, following in the footsteps of stablemates Arket and & Other Stories.
Following last week’s news of L’Oréal selling Carol’s Daughter and Amazon entering the physical store market, it is not difficult to see that the beauty market is undergoing brand strategy adjustments. Now, brands from different fields may also enter the beauty industry, or there may still be a trend of brand restructuring or independent operation.
What other directions are worth thinking about?
▶Based on news such as the UK cosmetics recycling program and the United Nations plastic pollution negotiations, environmental supervision may become more stringent in the future, and sustainable development will become the key.
▶AI & digitalization drive innovation: Givaudan's digital perfume development means that AI will be more widely used in beauty research and development.
▶Biotechnology and sustainable raw materials (such as Melicica, FibraShield C, Citropol DE-4) have become the mainstream of the market, and consumers are more concerned about the environmental impact of products.
▶Personalization and special needs care (such as Curls Matter, waterless personal care products) will become the new focus of competition, and brands need to develop products that meet the needs of different groups.
What's another new on Monday?
▶Olay teams up with Wantable to launch Limited Edition collection
Olay has announced that it has partnered with Wantable to promote its latest launch, Olay Super Serum Body Wash. The duo have launched the Power Edit – a limited edition collection designed to help women embrace their style fearlessly.
Customers who order the edit will receive a full-sized bottle of the P&G-owned brand’s latest launch, while stocks last.
Kate DiCarlo, Senior Communications Director for Procter & Gamble’s Personal Care Portfolio, explains, “Our research shows that 7 in 10 women avoid fashion choices that might expose their body skin concerns like dryness or rough and bumpy texture, often letting these insecurities impact their style. By combining Olay’s skin care expertise with Wantable’s expert styling, this partnership is designed to deliver an unmatched confidence boost—helping women feel empowered to wear what they want.”
▶Canada announces retaliatory tariffs on US cosmetics
In response to the tariffs imposed on Canadian goods by the US, the Canadian government has announced that it will move forward with 25 percent tariffs on US$155 billion worth of imported goods.
The first phase, applied to goods worth US$30 billion, will apply to selected products, which includes cosmetics, certain pulp and paper products as well as apparel and footwear, among others.
The Honourable Dominic LeBlanc, Minister of Finance and Intergovernmental Affairs, reveals, “Canada is being needlessly and unfairly targeted by these tariffs – and the US’s decision leaves us with no choice but to respond to protect Canadian interests, workers and businesses. Working with provincial, territorial and industry partners, our singular focus is to get these tariffs removed as quickly as possible.”
▶LETOILE Opens Flagship Store at Dubai Festival City Mall
Russian retailer LETOILE has officially launched its flagship store at Dubai Festival City Mall, showcasing over 500 global brands and more than 5,000 fragrances.
LETOILE offers a curated mix of international names and 140+ niche brands, along with dedicated collections for families, teens, and children.
Customers benefit from personalized consultations by trained beauty experts, who guide them through the store’s extensive range of fragrance and skincare innovations.
The grand opening event featured exclusive masterclasses, interactive displays, and appearances by industry leaders.
This milestone opening further cements the retailer’s position in the UAE, adding to its existing presence in Abu Dhabi and Sharjah.
▶Revolution Beauty Broadens Offering at Walmart
Revolution Beauty, the UK-based cosmetics brand famed for its blend of innovative formulations and affordability, is expanding its product range in Walmart stores across the US.
The extended lineup includes best-sellers like the Skin Silk Serum Foundation, IRL Filter Finish Concealer, Superfix Misting Spray, Baking Powders, and Pout Bomb Plumping Lip Gloss.
Revolution Beauty’s mission revolves around accessibility, ensuring high-performance products come at a wallet-friendly price point.
Backed by a zero skin retouch policy and PETA certification, the brand emphasizes inclusivity and transparency in its marketing.
By strengthening its shelf presence, Revolution Beauty caters to the booming demand for cost-conscious cosmetics without compromising on performance or values.
The industry development trend undoubtedly stimulates opportunities for enterprises. What do you think?
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