From tariffs refunds to a CEO stepdown, this was last week in beauty.
L’ORÉAL & OTHER BEAUTY COMPANIES SUE FOR TRUMP TARIFF REFUNDS
L’Oréal, Sol de Janeiro, and Dyson are among over 1,400 companies filing lawsuits to recover billions in tariffs paid under former President Trump’s trade measures, following a Supreme Court ruling that found the duties unlawful. The cases, filed in the U.S. Court of International Trade, seek refunds for goods imported under the International Emergency Economic Powers Act, with potential recoveries totaling up to $175 billion.
SOUTH KOREA-BRAZIL AGREEMENT OPENS OPPORTUNITIES FOR K-BEAUTY
During Brazilian President Lula’s state visit to Seoul, South Korean President Lee Jae Myung announced a regulatory cooperation agreement that will facilitate easier importation of South Korean cosmetics into Brazil, one of the world’s largest beauty markets. The leaders also agreed to revive free trade negotiations between South Korea and the Mercosur bloc, strengthening bilateral economic ties.
MAC ENTERS SEPHORA US
As part of Estée Lauder CEO Stéphane de La Faverie’s strategy to accelerate consumer coverage, MAC Cosmetics will launch in Sephora U.S. for the first time on March 2, appearing in 105 stores and online. The move aims to reignite makeup sales by reaching a younger demographic and capitalizing on the brand’s recent growth momentum after years of decline.
CHARLOTTE TILBURY CEO DEMETRA PINSENT STEPS DOWN AFTER 14 YEARS
Demetra Pinsent, who served as CEO of Charlotte Tilbury since the brand’s founding in 2012 and helped build it into a billion-dollar business acquired by Puig in 2020, announced her departure internally on Wednesday and will leave the company on February 26. Founder Charlotte Tilbury will continue to lead the brand creatively and commercially as president, chairman and chief creative officer, while a successor has not yet been named.
LOEWE OPENS ITS FIRST DEDICATED PERFUME BOUTIQUE IN SEOUL
Loewe has opened its first standalone perfumes boutique in Seoul’s Seongsu-dong district, featuring two levels that showcase the LVMH-owned house’s full fragrance collections including Crafted Collection, Botanical Rainbow, and Home Scents. The space blends Spanish heritage with Korean design elements, incorporating botanical themes, traditional ceramics, a central garden inspired by Korean houses, and artworks from Loewe’s international collection.
SEPHORA TO LAUNCH SMALLER BOUTIQUE FORMAT IN THE UK
Sephora will debut a new smaller boutique format in the UK this summer, opening two locations in London at Carnaby Street (2,691 square feet) and Old Spitalfields Market (2,045 square feet) featuring curated edits, TikTok-viral brands, and personalized services. The format responds to customer demand for speedier, more intimate shopping experiences and supports Sephora’s expansion goal of reaching 20 UK stores by the end of 2026.
COTY LAUNCHES AI-DRIVEN FRAGRANCE CONCEPT STORE IN HONG KONG
Coty has opened a new multi-brand fragrance concept store called “My Scent Edit” within Langham Beauty in Hong Kong’s Mong Kok district, featuring AI-powered digital consultations and an AI photo booth to enhance the consumer experience. The shop-in-shop, which showcases brands including Calvin Klein, Gucci, and a limited-edition Marc Jacobs x Takashi Murakami collection, follows Coty’s partnership with OpenAI and aims to strengthen the company’s retail presence in Asia.
BVLGARI & EXTIME OPEN FRAGRANCE POP-UP AT PARIS CDG AIRPORT
Bvlgari has partnered with Extime Duty Free to launch a Salone Olfattivo fragrance pop-up at Paris Charles de Gaulle Airport, running until April 14 and marking the European travel retail debut of the concept inspired by the Bvlgari Hotel Roma. The activation features the new Le Gemme Tygar Extrait de Parfum, a hand-crafted ceramic bell by an Italian artisan, and complimentary engraving services two days per week.
D&G LAUNCHES TRAVEL RETAIL POP-UPS FOR THE ONE’S 20TH ANNIVERSARY
Dolce&Gabbana Beauty is celebrating two decades of The One fragrance family with exclusive travel retail activations in major international airports including Rome, London, Dubai, New York, and Los Angeles starting February, featuring immersive installations, digital consultations, and retailtainment activities. The golden-themed podiums showcase the new The One Eau de Parfum Intense and The One For Men Parfum alongside the brand’s full beauty range, with interactive elements including photo opportunities and personalized gift wrapping.
BALMAIN BEAUTY EXPANDS INTO PRESTIGE FRAGRANCE WITH DESTIN
Balmain Beauty is launching Destin de Balmain, a new floral fruity women’s eau de parfum created by Givaudan’s Quentin Bisch, as an extension of its 2024 Les Éternels collection. The fragrance, featuring an upcycled strawberry top note and presented in a refillable cube-shaped bottle with the house’s iconic labyrinth motif, will roll out to approximately 5,000 doors globally including Ulta Beauty, Macy’s, and Douglas.
ELIZABETH ARDEN LAUNCHES FIRST NEW FRAGRANCE PILLAR IN 8 YEARS
Revlon-owned Elizabeth Arden has debuted Eternal Aura, a floral-amber eau de parfum fronted by actress Leighton Meester, marking its first major fragrance pillar since 2018’s My Fifth Avenue. The $89 scent, which targets Millennial women and will be available in approximately 2,000 doors including Macy’s and Ulta Beauty, is part of Revlon’s broader strategy to reinvigorate its fragrance portfolio through new launches and licenses.
CLARINS DEPLOYS AI TOOL FOR PRECISION FOUNDATION MATCHING
Clarins is deploying a high-precision color diagnostic tool called AI Shade Finder, developed with California-based deep tech company IlluminateAI, exclusively in physical stores to improve foundation shade matching with 96% accuracy. The technology, now rolling out in over 100 stores across seven countries, aims to increase conversion rates and average basket size, with plans to expand to new regions next spring.
GWEN STEFANI’S GXVE BEAUTY MAKEUP BRAND SHUTS DOWN
Gwen Stefani’s beauty brand, Gxve Beauty, has ceased operations and is no longer available on Sephora, its last remaining sales channel following the closure of its online store, with a Sephora representative confirming the retailer stopped carrying the brand in early 2026. Launched in 2022 in partnership with Blended Strategy Group and backed by New Theory Ventures, the closure follows a trend of celebrity beauty brands shuttering, including Drew Barrymore’s Flower Beauty in September 2025 and Kate Moss’s Cosmoss in July 2025.
