This week, I’m excited to highlight the new series of expert briefings launched by The Business of Fashion, including “The Kicks You Wear” with Mike Sykes and “The Frayed Edge” with Sarah Kent. I highly recommend giving them a look, especially Sarah’s work. She has a remarkable ability to navigate the cluttered narrative of sustainability, exposing the truths behind various brands while bringing her extensive expertise from the oil and gas sector into the conversation.
Currently, I’m back in New York, where I recently watched “Chad Powers,” a somewhat confusing show that served as a backdrop for a series of Ram Trucks commercials featuring everything from bald eagles to historic moments. This prompted me to reflect on the current state of American beauty aesthetics.
Initially, my thoughts gravitated towards the quintessential image of cowboys, but more contemporarily, I find myself thinking of Kylie Jenner.
Kylie Jenner: A Nostalgic Power Move
For the past few days, my social media feeds have felt like a nostalgic trip back in time, largely thanks to Kylie Jenner.
With the launch of her King Kylie collection, a celebration of her brand’s ten-year journey that includes lip kits, glosses, and eye palettes set to debut on October 18, Jenner has certainly kept herself in the limelight. From her striking fashion choices—like handcuffs and leather hot pants—to unique collaborations like her recent music endeavor with Terror Jr., she’s playing up both the nostalgia and the cool of the moment.
Jenner’s approach appears to communicate a simple message: 2016’s vibrancy is making a resurgence in 2026.
Having established herself as a pioneer in the beauty industry, Jenner’s antics were both entertaining and a reminder of her significant impact on celebrity-owned makeup brands. Yet, while that nostalgic flair can elicit feelings of joy among fans, there are challenges that accompany this revival.
Although Kylie Cosmetics once soared to great heights, selling a majority stake to Coty for $600 million in 2019 proved to be a double-edged sword. Despite expanding internationally, the brand has faced struggles within the U.S. market. Their partnership with Macy’s in 2022 didn’t evoke the desired excitement, indicating that the brand’s strength still heavily relies on Jenner’s personal influence.
Today, her aesthetic has evolved—no longer the overlined, matte-lipped trendsetter, she leans more towards a natural look. This shift is reflective of broader trends in beauty, but her brand still boasts significant popularity, with a reported monthly score of 45.3 million, despite a decline in search traffic.
Moreover, Jenner continues to dominate conversations on social media, with her King Kylie Collection already raking in $5.7 million in media impact value within just 48 hours post-launch. Even so, it may be time for her to consider diversifying the faces of her brand, akin to her sister Kim’s strategy with Skims.
Equally crucial might be finding a more strategic retail partner. While Revolve could provide the right image, a collaboration with a mass retailer like Walmart could deliver high volume sales—especially if prices were adjusted to attract more consumers.
Kenvue Faces Unique Challenges
Recent developments have also placed Kenvue, a spinoff of Johnson & Johnson’s consumer health division, in a precarious position. With brands like Neutrogena in its portfolio, rumors are swirling about a potential divestiture of its beauty sector, fueled by unfounded claims linking Tylenol to autism.
The Background: Before this latest issue, Kenvue was navigating the fallout of lawsuits connected to its previous talc products while settling disputes over disappointing performance metrics in skincare.
Although Tylenol falls under Kenvue’s self-care division, the negative press has affected its beauty brands significantly. The stock price has dipped nearly 12% in a month, despite interim CEO Kirk Perry pledging a strategic evaluation for brand restructuring.
My Perspective: Kenvue’s beauty division is indeed in a challenging spot. Since the company became independent, there have been significant leadership changes. With fresh leaders promoting innovative ideas, cultural clashes linger, affecting the company’s day-to-day operations.
The overarching market landscape poses more challenges. Unlike medical staples like Band-Aid, beauty brands need to innovate continually to remain relevant. Neutrogena has been making strides in targeting Gen Z and Millennials but will require more than just familiar labels to maintain its competitive edge.
Ultimately, it’s unlikely that a change of ownership alone will resolve these ongoing issues. Product innovation and robust marketing strategies will be essential for brands like Neutrogena, Aveeno, and Ogx to thrive once more.
Current Reading Picks
On the literary front, Linda Wells recently reported a rising trend in plastic surgery, detailing an innovative procedure aimed at reshaping ribs for the coveted “Barbie waist.” This process, which seems to target women in their 30s and 40s, sparks both fascination and concern.
For those who consume protein powders, be advised that new findings from Consumer Reports reveal dangerous levels of lead present in many brands tested. Likewise, issues surrounding SPF formulations have drawn scrutiny, threatening to impact the entire beauty industry.
Additionally, Kim Kardashian hinted during her recent podcast with Alex Cooper that Skims Beauty may make a comeback, potentially revisiting its makeup roots.
Thanks for tuning in, and I look forward to reconnecting next week!
