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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.
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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…
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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.
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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.
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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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For the last four years Estée lived through one of the toughest stretches in modern prestige beauty with an average decrease in sales of nearly 7% per year.
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Shiseido reported Q1 26 net sales of €1.23bn (¥232bn), down 3% on a like-for-like basis versus the same period last year, yet core operating profit jumped 58% to €70m (¥13bn). The group is effectively trading near-term top-line for structural cost savings, and in Q1 at least, that trade is working.
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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.
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This week in beauty, Coty sales continued to decline in the last quarter while dsm-firmenich saw strong demand for fine fragrance.
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LVMH does not disclose Sephora’s revenue, but the Selective Retailing division gives us enough to triangulate. The division reached €18.35bn in 2025, up just 2.6% reported and 4% organic, against €17.89bn in 2024.