Playbook of Beauty
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  • Jean Paul Gaultier enters the booming high perfumery segment

    May 23, 2026
    TikTok
    Jean Paul Gaultier enters the booming high perfumery segment

    Jean Paul Gaultier launched this week Les Ateliers Gaultier, a six-scent high perfumery collection priced at €260 for 100ml, its first serious move into the upper tier of the fragrance market.

  • Nykaa’s revenue were up 26% in FY26

    May 22, 2026
    Nykaa
    Nykaa’s revenue were up 26% in FY26

    Nykaa reported FY26 net revenue of €900m (Rs 10,022 crore), up 26% year-on-year but more notable than the topline is what happened below it: EBITDA grew 59% to €67.6m (Rs 752 crore), with margin expanded 155 basis points to 7.5% the highest in the company’s history. Profit after taxes grew 183% to €18.3m (Rs 204…

  • e.l.f. Beauty grew 34% a year for six years. Now comes the hard part.

    May 21, 2026
    e.l.f.
    e.l.f. Beauty grew 34% a year for six years. Now comes the hard part.

    e.l.f. closed FY26 with sales of $1.64bn up 25% and with its 29th consecutive quarter of growth, a streak shared by only five other public consumer companies globally.

  • US beauty market grew 6.7% in Q1 26

    May 20, 2026
    USA
    US beauty market grew 6.7% in Q1 26

    Circana’s Q1 2026 US beauty report has one number that stopped me: mass and prestige grew nearly the same rate. Prestige was up 6% to $8.1 billion while mass was up 7% to $18.1 billion. This reflects consumers who have stopped being loyal to a channel and started being strategic about where they spend across…

  • May 11th 2026 Week Beauty News

    May 19, 2026
    Natura, Shiseido
    May 11th 2026 Week Beauty News

    Last week in beauty, Shiseido sales are down 3% but profit is surging.

  • From zero to $10bn in four years: TikTok shop’s beauty takeover

    May 19, 2026
    TikTok
    From zero to $10bn in four years: TikTok shop’s beauty takeover

    According to Charm.io, which tracks performance metrics for every DTC brand online and on TikTok Shop, the platform generated $10.2 billion in global beauty sales in 2025, up from essentially nothing when it launched at the end of 2022.

  • The leading niche fragrance brands of 2025

    May 18, 2026
    Perfume
    The leading niche fragrance brands of 2025

    Data from Perfumist, an app tracking perfume preferences of more than 3 million consumers worldwide, shows which were the favourite niche fragrance brands of its users last year. Parfums de Marly leads at an index of 100, well ahead of Creed (74), Maison Francis Kurkdjian (73), Xerjoff (71) and Kilian (67), and the gap is…

  • $93bn and shrinking: what the beauty giants’ value decline really signals

    May 16, 2026
    L’Oréal
    $93bn and shrinking: what the beauty giants’ value decline really signals

    For years, beauty marketing operated on a simple hierarchy: Instagram for aspiration, TikTok for virality, YouTube for tutorials. Reddit was an afterthought, a forum for anonymous complaints. That is changing rapidly.

  • What could make the Estée Lauder x Puig deal fail?

    May 15, 2026
    Estée Lauder, Puig
    What could make the Estée Lauder x Puig deal fail?

    The Estée Lauder x Puig merger makes a lot of sense from a strategic point of view creating a fragrance powerhouse and creating a more geographically balanced group. Yet there are six risk that could kill this deal or kill the value after it closes.

  • Why the Estée Lauder x Puig deal makes strategic sense

    May 14, 2026
    Estée Lauder, Puig
    Why the Estée Lauder x Puig deal makes strategic sense

    Estée Lauder is planning to make an offer on Puig at 18 to 19 euros per share which would be a premium of 3% to 9% at their current price of 17.4 euros. I believe there are five strategic reasons that make this deal rational.

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Playbook of Beauty

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