The beauty industry is facing unprecedented challenges, with rising tariffs and the cost of living crisis leading consumers to consider less expensive brands. Recent earnings showed mixed results for legacy companies; Puig succeeded while Estée Lauder declined in travel retail. The M&A landscape is heating up, evidenced by L'Oréal and Elf Beauty's notable acquisitions. In the 2025 Vogue Business Beauty Index, Charlotte Tilbury advanced, while The Ordinary fell to second, despite strong ESG performance. Brands like Fenty Beauty and Nars returned to the top five, reflecting advancements in digital marketing and sustainability efforts.
Beauty brands are adapting to ongoing shifts, including tariff fluctuations and a cost of living crisis, impacting consumer behavior towards affordability.
The latest Vogue Business Beauty Index in 2025 reflects significant movements, particularly Charlotte Tilbury's rise due to superior digital marketing performance.
Mergers and acquisitions are defining the current landscape, with major players like L'Oréal and Elf Beauty making significant investments in emerging brands.
Legacy brands experience varied financial outcomes, with established companies like Estée Lauder facing challenges in specific sectors while others like Puig thrive.
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