Beauty · 10 min
Isamaya Beauty and the Myth of Scale
Isamaya Ffrench has left Isamaya Beauty. Beyond the Sephora debate, here’s why VC maths was never built for niche, highly stylised beauty brands.
Sections → Beauty
Beauty
Positioning, claims and channel economics for beauty brands — from indie challengers to the groups that end up buying them. What is working, what is being said too loudly, and where the regulators are looking next.
Beauty · 10 min
Makeup Is Back, and It's Going Matte
The feed says the clean girl is over and chaos is in. We pulled Google search data for 40+ makeup terms in the UK and US to see what shoppers are actually doing—and the biggest surprise isn't chaos. It's matte.
Opinion · 10 min
Five Brands, One Eye Patch: Why Beauty Needs a Market Correction
Fenty, Glow Recipe and Huda Beauty launched near-identical eye patches in the same week. It is the clearest sign yet that beauty is oversaturated, built on the wrong incentives, and overdue a correction.
Explainer · 5 min
What Is Influencer Seeding? The Case for Giving Up Control
Influencer seeding is sending product to creators with no fee, no contract and no obligation to post. The brand gives up control over whether coverage happens at all, and gets in exchange the one thing a paid placement cannot buy: a recommendation the audience believes.
Analysis · 4 min
The Algorithmic Shelf: Why Ingredient-Led Brands Are Dominating AI Beauty Citations
There was a time when a multi-million-pound ad campaign, a glossy celebrity endorsement, and a vague promise of "youth in a bottle" were enough to guarantee...
Beauty · 5 min
Why Micro-Influencers Outperform Celebrity Endorsements for Beauty Brands
The beauty marketing landscape has undergone a fundamental shift. While the allure of a Hollywood A-list ambassador or a global pop star once guaranteed a brand’s...
AI & Growth · 6 min
How AI Is Transforming Content Creation for Beauty Brands
In the world of aesthetics, we talk a lot about 'the glow' , that perfect point where art meets science to create something stunning. Right now,...
Beauty · 4 min
The Creator Economy and Beauty: How Brands Are Becoming Platforms
The traditional playbook for beauty marketing used to be simple: hire a face, film a glossy ad, and wait for the results. But in 2026, that...
Beauty · 4 min
SEO for Beauty Brands: How to Rank in a Crowded Market
Let’s be honest: the UK beauty market is more crowded than a Liberty London fragrance hall on a Saturday afternoon. You’ve launched a serum that’s basically...
Beauty · 4 min
The Future of Beauty Marketing: AI, Community, and the Death of the Hard Sell
The beauty and aesthetics industry has reached a turning point. We’ve moved beyond the era of the "unreachable ideal" and entered an age defined by intimacy,...
Beauty · 4 min
The UGC Playbook: How Beauty and Fashion Brands Turn Customers Into Content Creators
Let’s face it: your customers have officially developed a "sixth sense" for traditional advertising. They can spot a high-budget, over-produced studio campaign from a mile off,...