influencers

The influencer Paige Lorenze opened her third pop-up in New York City over the weekend, selling fleeces, barn jackets and more to thousands of fans who have bought into her Gen-Z-friendly vision of New England-inspired Americana.

The beauty brand’s chief marketing officer Kory Marchisotto spoke to The Business of Beauty about the ad and its aftermath. “There is a big gap between our intention and how this missed the mark for some people,” she said.

TikTok stars are seeking prestige and credibility from publications like Vogue and The New York Times — trading viral moments for lasting influence. But to be effective, influencers and publicists alike need to consider if their talent is actually news-worthy.

A new cohort of fashion startups helmed by male creators is gaining ground. To build labels with influence beyond their founders’ niche audiences, they’re opening retail stores and forging collaborations.

After years of risk aversion, brands are returning to more sex-centric advertising. The new twist on the age-old tactic incorporates everything from OnlyFans creators to steamy novels.

Ten years after they failed to catch on outside Asia, Korean cosmetic brands are bringing TikTok virality and expanded shade ranges back to the West in the hopes they can ride K-beauty’s second wave to success.

Over the past half decade, beauty has attempted to ride the menopause wave with mixed results. A new crop of brands is seeking success by embracing hormones, ageing Millennials and telemedicine.

Brands, podcasters and influencers with massive followings are joining the platform. But some veterans say that growth comes at a price.