March 21, 2025: Beauty News to Know
Beauty content creators are making big moves, and it's making me question my choices.
Hej from Copenhagen!
Okay, I’m technically drafting this on the plane, but when you read this, I’ll be in Copenhagen, hopefully nibbling on a pastry or finding a vintage purse for upcoming wedding festivities.
I am mere moments away from my edible hitting and lulling me to sweet, sweet slumber (yes, I have the highly coveted gene that allows me to sleep anywhere, pretty much anytime), so we’ll keep this short and sweet.
I’m struggling with how I’d like to style my hair for the wedding. I love the idea of a bridal-appropriate-yet-casual ponytail (though I’m not totally sure what that’d look like), followed by an elevated version of my everyday waves for the reception. But I feel like it’d be easier to go from down to up, no? Maybe I’d prefer a bun over a ponytail. But I want something that feels somewhat easy. I’d usually associate that with some face-framing pieces of hair hanging down, but I don’t love the idea—I tried that once at a wedding on a windy beach in Mexico, and my dad captured me at a truly horrifying angle that still haunts me four years later. I’m open to suggestions, though I will likely not be showing any of you my dress, so I recognize that doesn’t leave much room to help.
I’m looking forward to the next few days of girl time with my mom and sister—we'll absolutely be making a few pharmacy stops, so let me know if you have any product suggestions!
I’m feeling gloriously tingly, which means it’s time to wind down. If you haven’t already, please subscribe or consider upgrading to a paid subscription! I plan to release my first paid-only post soon.
Beauty’s Biggest Headlines
FYP favorite Mikayla Nogueira announces new beauty brand, Point of View (Glossy)
TLDR: TikToker Mikayla Nogueira, who has more than 16 million followers on the platform, announced her highly anticipated beauty brand on March 11. Point of View will debut on March 26 with five skincare products intended to create the perfect base for makeup application. The lineup includes Drench It, a hydrating priming milk; Drip It, a hydrating, glow-y serum; Whip It, a barrier-boosting moisturizer; Glaze It, a gripping primer; and Amp It, a lip treatment that preps the area for color. Per Nogueira, all products have undergone both clinical and consumer testing. The brand is backed by Imaginary Ventures, a firm that’s previously invested in Skims, Glossier, and Kosas. Longtime beauty exec Ani Hadjinian serves as CEO and co-founder alongside Nogueira, who says she’s hoping to create the next legacy brand (rather than yet another influencer brand). The brand will launch DTC and on TikTok Shop.
The Glossed Over Take: Given that she’s known for her makeup reviews (and tutorials), many expected Nogueira to launch makeup of her own. I think the skin prep angle is clever—it (sort of) subverts expectations while allowing Nogueira to continue creating the content she’s known for. And because great skin prep is key to great makeup, it still feels topical. I can’t think of another skincare brand that positions itself as one made specifically for makeup prep—sure, brands launch one-off glow-y serums or priming moisturizers, but not an entire line. As for whether this will be a true legacy brand or just another influencer brand depends on a few things. First off, I think bringing in a seasoned industry expert as CEO is a good sign that Nogueira is more focused on brand success than a stroked ego. To succeed, she’ll need to get product into people beyond her fan base—which will be hard if the brand continues exclusively DTC and on TikTok Shop. I’m curious to see what the brand evolves into from here. Will she launch makeup eventually? Will it become a full-fledged skincare brand, abandoning that makeup-prep focus?
La Roche-Posay, Walgreens, Proactiv, and SLMD Skincare voluntarily recall acne treatments containing trace amounts of cancer-causing benzene (WWD)
TLDR: Following the results of third-party testing that raised concerns about elevated levels of benzene in acne treatments containing benzoyl peroxide, the FDA announced voluntary recalls for the following treatments: La Roche-Posay Effaclar Duo Dual Action Acne Treatment, Walgreens Acne Control Cleanser, Walgreens Tinted Acne Treatment Cream, Proactiv Emergency Blemish Relief Cream, Proactive Skin Smoothing Exfoliator, and SLMD Benzoyl Peroxide Acne Lotion. It’s important to note that these recalls are for specific lot numbers of those products—not the products at large. You can find that information here. The original third-party testing of 95 acne product containing benzoyl peroxide found that 90% of the tested products had “undetectable or extremely low levels of benzene.” The FDA then conducted independent testing, which indicated fewer products with benzene contamination than the third-party findings.
The GO Take: These are voluntary recalls at the retail level—in other words, these brands made the choice to instruct retailers to remove these products from store shelves and online marketplaces. They did not instruct consumers in possession of those products to take any action, and the FDA did not force the brands to announce recalls. To quote the FDA’s announcement: “Even with daily use of these products for decades, the risk of a person developing cancer because of exposure to benzene found in these products is very low.” The FDA has yet to name the third party that conducted the initial testing—but really, anyone can run a test and share the findings with the FDA. Perhaps this third party is a brand that’s about to launch their own benzoyl peroxide treatment at a similar price point. What I’m trying to say is we don’t know the full story. So please do not let this scare you. I, for one, love benzoyl peroxide for treating acne. I’m also a long-time fan of the La Roche-Posay Effaclar Duo Dual Action Acne Treatment, and used it as recently as a few days. If you are deeply concerned and in possession of one of the recalled products (with the specific lot numbers mentioned), just throw it out and buy a new one. You are fine!
The Lipstick Lesbians have launched the Let’s Learn About Beauty online platform and beauty product development course (Instagram)
TLDR: If you are passionate about beauty (which I assume most of you here are, besides those of you simply passionate about supporting me), I cannot recommend following The Lipstick Lesbians on Instagram and Tiktok enough. Wives Alexis and Christina Androulakis are transforming beauty education and literacy one video at a time. Alexis is a beauty industry veteran and a product development expert with nearly 20 years of experience, and Christina is an award-winning educator and digital strategist. Earlier this week, they announced their online platform and beauty product development course Let’s Learn About Beauty, created alongside veteran cosmetic chemist Julio Pinta. The course consists of four modules—lip, cheek, eye, and face—each breaking down how to understand, assess, and evaluate products in the given category. You can purchase the modules individually for $225 each or all four for $810, along with a full 275-page handbook and access to a virtual library of more than 195 evaluated beauty products. There will also be live interactive webinars and product demos, as well as exclusive access to the LLAB community.
The GO Take: If it’s not already obvious, I adore Alexis and Christina. The first time we met, I cornered the duo and spent a solid 10 minutes truly fan-girling. Since then, we’ve stayed in touch online and I’ve interviewed Alexis for several stories. That personal relationship certainly plays into my excitement for them, but has no impact beyond that. I plan to pay for the course like any other user. When we met a year or so ago, the Lesbians told me they had a masterclass of sorts in the works and I’m so excited it’s finally here. This is not for everyone—a passive beauty consumer, even a casual beauty lover will likely get little from this course (or, more accurately, will get far too much and feel overwhelmed by detail). But for anyone in the industry—whether a content creator, journalist, makeup artist, industry professional, brand founder, investor, product developer, and so on—this is a unique opportunity for formal beauty education. In general, I’ve been frustrated by the lack of education options in the beauty space. I’ve considered going to esthetician and cosmetology school; I’ve looked into graduate programs; I even checked Masterclass offerings (there are none). To me, this is filling a sorely needed niche in the beauty space. That being said, I have to wonder how many people are willing to invest in it. Yes, beauty is more popular than ever but this requires a lot of time and money and effort to complete, and I don’t think many places of work recognize the LLAB Certification (at least yet). I’m definitely planning to dig into it post-wedding and will share more of my thoughts then.
Cosmoprof is hoping to create the New York Fashion Week of Beauty (WWD)
TLDR: Cosmoprof, the organization behind the beauty trade shows I discussed in the Feb. 7 issue, has unveiled Beauty New York, a four-day, consumer-facing event coming October 15. It will begin with a black-tie gala, following by an industry-facing forum called Beauty New York Voices and Visionaries the following day. The final two days will be ticketed and open to the public, with varied tiers of access. According to vice president and head of Cosmoprof North America, Liza Rapay, there will be between 40 and 50 brands doing activations throughout the four-day event—no sales, purely experiential. Cosmoprof has previously held Milano Fashion Week, and are using insights from that to best serve New York attendees.
The GO Take: I wouldn’t call this beauty’s version of Fashion Week—it seems closer to the likes of Sephoria or BeautyCon. Regardless, I’m excited about this news and hope some brand invites me to come along! This will attract a wide audience—I’m sure we’ll see a wide range of ages attending. I will say, however, a lot of this hinges on the brands that are activating and the yet-to-be-announced speakers. If Cosmoprof can pull the big names—I’m thinking Mario Dedivanovic or Patrick Ta or perhaps Amy Liu (founder of Tower28) or someone along those lines—the event will be a success. If the brands and speakers are lackluster…we’ll have to see about that.
Fresh on the Shelves
Phlur Rose Whip Eau de Parfum ($99)
Release Date: Available now at Sephora and Phlur’s e-commerce site.
What It Is: A warm floral scent meant to challenge the traditional idea of a rose fragrance. It features notes of rose (of course), black currant berry, cashmere wood, honeyed osmanthus, amber, and musk. The floral component is undercut with subtle leathery and woodsy profiles, creating a deep, layered scent. It is the second Phlur Eau de Parfum to deviate from the traditional transparent colored bottle with black lettering, instead opting for an opaque black bottle with hot pink writing.
The GO Take: Scent is so specific and personal. When I smelled this perfume, I immediately thought of a childhood friend’s mother. Somehow, this smells exactly like her. To that end, I’m a fan—though I can’t really say if it’s because of the fragrance itself or the deep nostalgia tied to it. While it smells very good, I wouldn’t say this is a completely new take on a rose fragrance; I mean I’ve clearly smelled something similar before. It is, however, a perfect punch of blooming flowers for the spring.
Ultra Violette Supreme Screen SPF 50 ($36); Ultra Violette Future Screen SPF 50 ($40)
Release Date: Available online at Sephora now and in stores March 27th.
What It Is: Cult Australian suncare brand Ultra Violette has finally launched stateside. Gone are the days of smuggling Supreme Screen across the border, and beauty editors are rejoicing. Keep in mind that in order to sell in the U.S., brands must use FDA-approved sun filters—which means these formulas are slightly different than the ones seen abroad, though they still adhere to both Australian and U.S. standards. The brand launches with six products, including an SPF lip balm, face-and-body sunscreen, minis, and a mattifying mineral option. I’ve highlighted my two favorites here. The Supreme Screen is a true workhorse, acting as a moisturizer, primer, and facial sunscreen all at once. The cream leaves skin hydrated and protected and wears well under makeup (and over skincare) without pilling or balling. The Future Screen Mineral Sunscreen Serum is a lightweight SPF fluid with the slightest hint of color for a skin-perfecting finish. It hydrates without leaving behind a greasy filter, while soothing and calming the skin.
The GO Take: This is some of the best news I’ve heard in months. While products were reformulated to adhere to FDA standards, they seem to be fairly indistinguishable from their abroad counterparts—I’m hoping to pick up some of the original formulations in Copenhagen so I can do direct comparisons. Even with the updates, Ultra Violette already offers some of the best, highest-protection SPF on the U.S. market. Supreme Screen has been a longtime favorite of mine, and this new version really is just as wonderful. My skin leans dry and dehydrated, so I use a moisturizer underneath it (as well as my regular skincare routine) and never have any issues with pilling or that dreaded heavy feeling on the skin. It’s simply great. I also really love Future Screen, a lightweight fluid SPF 50 with a slight tint. My one gripe is the packaging, which Kirbie Johnson mentioned as well in her recent Substack. The formula is so thin that it leaks if the cap isn’t screwed on fully, which can make it difficult to apply the proper amount. While I can’t really speak to white casts, I haven’t had any issues thus far. All in all, a success.
Summer Fridays Jet Lag Eye Patches ($24 for 6 pairs)
Release Date: Available now at Sephora and Summer Fridays’ e-commerce site.
What It Is: The latest addition to the Summer Fridays Jet Lag line, the Jet Lag Eye Masks feature the same skin-loving ingredients as its siblings. Made with a non-slip hydrogel, they’re perfect for a mid-flight pick-me-up. (That’s pretty much the only skincare I’d recommend doing while airborne, beyond an SPF re-up or a quick mist). The eye patches are fragrance-free, and, per the brand, gently hydrate and soothe dry skin while reducing puffiness around the under-eye area.
The GO Take: I’m surprised it took Summer Fridays this long to make Jet Lag Eye Patches—just seems like an obvious extension of the line. Obvious doesn’t mean bad, it’s simply expected. Which is fine. Good, even! I am a big fan of Summer Fridays and endlessly fascinated by the brand’s excellent marketing. I’m actually not a big fan of the original Jet Lag Mask—no matter how I tried to use it, it always pilled on my skin. But to be fair, I also haven’t used it in several years. I do really like the Jet Lag Deep Hydration Serum, and the Jet Lag Skin Soothing Hydration Mist is on my person as I type these very words. I have the eye masks on the way and am excited to try them, though I will say, I consider eye masks as a fun add-on or a nice-to-have luxury—they are not necessary by any means. I find most of them to be more fun than effective, but that counts for something!
Most Valuable Product
Dr. Loretta Intense Replenishing Serum ($75)
Why It Stood Out: Seventy-five dollars for a one-fluid-ounce serum is quite the investment, but what if I told you this is unlike any other serum I’ve tried? The texture is somewhere between a serum and an oil, with a velvet-y almost gel-like consistency that glides onto the skin and immediately sinks in. It’s deeply hydrating—immediately imparting a glow—and protects skin from environmental damage thanks to a blend of Lipochroman (what appears to be a trademarked antioxidant), vitamin E, and linoleic acid. It’s a bit heavy to use in the warmer months, but I genuinely look forward to the time of year when I can once again slather this nectar of the gods all over. I’ve gone through at least four bottles of the stuff (a conservative estimate) and notice a stark difference in my hydration levels when I go without it.
Final Thoughts
Closing Note: Okay! Actually writing this section from Copenhagen—hej for real!! I am quite jet lagged but I shall persist.
If you have any Copenhagen recommendations or want to further discuss any of this week’s hot topics, leave me a comment below.
Thank you for scrolling! Xx