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    How beauty brands can avoid the ‘innovation flop’ Up to 80% of all new beauty innovations fail within two years. Guy White explains how brands can create products that last
  2. Benefit jumps on bag charm trend at ‘Beneland’ games-themed Christmas pop-up Selfridges stores across the UK are hosting the make-up brand’s activation, where consumers can pick up a soft toy Benetint bag charm with some purchases
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    Garnier teams up with DJ AG for an inclusive SPF activation The L’Oréal-owned skin care giant has enlisted the viral DJ for a three-stop UK tour to highlight the importance of SPF protection for all skin tones
  4. Milk Makeup taps singer St. Vincent for ‘fearless’ autumn 2025 campaign The Waldencast-owned make-up business said it was inspired by the US singer’s versatility and expressive energy for its latest marketing campaign
  5. Primally Pure reported to US consumer protection agency after inquiry response failure The National Advertising Division challenged the skin care brand’s advert claims which stated its Primarily Pure Sun Cream was a safer alternative to conventional sunscreens

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