May 30, 2025: Beauty News to Know
I've got Bieber fever! I'm getting married in two weeks! And I had a quasi-meltdown about sunscreen misinformation!
The next time I pop up in your inbox, it will be my wedding weekend! Yes, I somehow managed to schedule my bi-weekly newsletter to drop on the weekends of my bridal shower, bachelorette, and wedding.
Okay, well you’ll probably hear from me that weekend. I’ve flirted with the idea of taking off or moving the bi-weekly post to the following week, but I think this will be a good distraction for me.
I’m finally feeling all the giddy excitement I’ve wanted to feel throughout this entire process. I attribute a lot of that to one of my best friends, who got married last weekend and has dutifully answered every intrusive question I’ve asked her. These include (but are not limited to): Did you wear underwear beneath your shape wear? How many times did you pee and how hard was it? Did you feel good about how you spent your time throughout the night? Were there any pictures posted that you weren’t happy about and how did you deal with that? And did you thrift those cute vases on the tables? She didn’t.
I’m still overwhelmed by some of the details, but I think I’m one of those people who secretly likes to be stressed. It’s good motivation for me.
Enough about me, though, we’re here to talk about beauty. Well, one more thing about me—if you’re new here, please subscribe to Glossed Over! And if you’re a regular, consider upgrading to a paid subscription, especially those of you from corporate accounts. Once again, I will happily consider your paid subscription as a wedding gift:
Back to business.
It may have been announced a mere 48 hours ago, but there’s only one story dominating the space right now. So we’re going to do something a little different this week. I’ll be covering that story below, followed by a new section I’m calling Marketing Matters, in which I’ll be highlighting some notable marketing campaigns from the last fortnight—because there’s been a couple I’ve really wanted to discuss with you all.
But before we get into it, I want to share what I consider to be a very successful example of a brand speaking to its community and taking accountability. Tower28’s new SOS FaceGuard SPF 30 has received some less-than-stellar reviews, specifically about its claim not to leave a white cast. I’m white, so this isn’t really an issue I can speak to personally, but this video from Dr. Julian Sass sums it up really well. It’s not particularly surprising to hear—despite several new ones touting the same claim, mineral sunscreens are notorious for leaving behind white casts. Instead of letting the situation fester, Tower28 shared a note from the founder acknowledging the mistake, apologizing to customers, and outlining a holistic plan to remedy the issue, which includes revising marketing language, creating a new version of the sunscreen to better serve deeper skin tones, updating the brand’s testing approaches, and collaborating with experts and cosmetic scientists to “make sure our future products truly reflect the diverse community we serve.” See below for the entire statement.
I don’t think consumers expect brands to be perfect. Brands are run by people, and people are inherently flawed. They’re bound to mess up in one way or another. I really think it’s the response that matters. And this is a nearly perfect response. It was swift, authentic, apologetic, and forward-thinking. I admittedly give brands a lot of grief (with reason), so I want to be sure I’m also highlighting the good.
Now, onto the news.
Beauty’s Biggest Headline
Hailey Bieber’s Rhode sells to E.l.f. Beauty in a $1-billion deal (Puck)
TLDR: Is the beauty-deal pipeline finally unclogged? Despite heavy speculation about anticipated acquisitions—including brands like Glossier, Merit, Makeup by Mario, Kosas, and Rare Beauty—few have materialized over the last few years. While all of the aforementioned brands have a long track record of sales and loyal consumers, Bieber’s Rhode beat them all to that glorious finish line. Just shy of its third birthday, the brand announced it would be acquired by E.l.f. beauty for $1 billion, with $800 million upfront at closing ($600 million in case and $200 million in E.l.f. stock), with additional potential earnout consideration of $200 million based on future growth over the next three years. The lightening-quick acquisition is impressive to say the least—especially for a DTC brand founded by a celebrity. Last year, Rhode doubled its consumer base and made around $212 in net sales. Bieber will stay on as founder, taking on a new role as chief creative officer and head of innovation as well as acting as a strategic advisor to both Rhode and E.l.f. This marks the fastest billion-dollar majority beauty sale ever—one that came together in a matter of weeks, according to Puck reporter Rachel Strugatz. This news comes on the heels of the announcement that Rhode would be entering Sephora later this year, making it the first brand in E.l.f’s portfolio to be sold at the beauty juggernaut.
The Glossed Over Take: Rhode already had a wildly impressive run before the news broke, but this acquisition solidifies the brand’s position as a major player in the industry—and gives it a nearly guaranteed longevity that other celebrity brands simply don’t have. With just nine products in its portfolio, along with an internet-breaking phone case and less-popular compact mirror, Rhode’s $1-billion sale is pretty major. Especially when compared to other recent beauty acquisitions. Unilever purchased Nutrafol in 2022 for an estimated $1.2 billion; Olive & June sold to Helen of Troy for $240 million in November of last year; in 2023, Mielle Organics was sold to Proctor & Gamble for $640 million; and we covered Church & Dwight’s $700-million acquisition of Touchland in the last issue. In 2023, about four years after launching, Naturium was acquired by E.l.f. for $355 million. All this to say, a billion-dollar deal is nothing to scoff at—especially given that Rhode is a celebrity beauty brand with no wholesale channels at the time of sale. After a more-polished Instagram post in which Bieber announced the deal and thanked her team, she posted this TikTok, which I personally think was hilarious. And let’s be clear, because I saw some headlines incorrectly state this (I’m looking at you, The Cut), this deal does not make Bieber a billionaire. She is one of three founders, and she did not fund the brand herself. This certainly bumps her up several million dollars, but a billionaire she is not. I find this mistake pretty appalling and an example of some really bad journalism, but I digress. I can’t help but think about poor, old Glossier in all this. What was once poised to be the next big thing—with, at one point in a time, a $1.8-billion valuation—continues to struggle to find that perfect buyer and the long-awaited cashout so many are waiting for. Could this be the start of that glorious acquisition golden age we were promised last year? And if so, who’s next?
Marketing Matters
Lancôme’s Juicy Tubes campaign was meant to capitalize on Y2K nostalgia—instead, hot guys won big (BoF)
TLDR: Lancôme is celebrating the Jucy Tubes’ 25th anniversary with some of the 2000s favorite celebs. Hilary Duff, Paris Hilton, Mischa Barton, Kelly Rowland, Amanda Seyfried, Gabrielle Union, Rachel Bilson, and Christina Milian, among others, all posted videos reminiscing on special moments donning the famed lip gloss in a campaign entitled the “Juicy Tubes Kissing Web.” And while the ladies have left an impressive mark on social media, two videos have risen above the rest—and they come from surprising sources. Ed Westwick, of Gossip Girl fame, and Chad Michael Murray have been the campaign’s breakout stars, with each man sharing his own memory of the gloss—specifically, the taste and aroma of Juicy Tubes during on-screen kisses. Westwick’s video has done particularly well, with over a million views and a 30% engagement rate from Lancôme followers. (According to BoF, the average engagement rate for makeup brands is closer to 3%.)
The GO Take: Listen, I’m not particularly stoked that men are outperforming women in a campaign meant to target women, but such is life. And in this case, the premise, particularly for the men’s stories, is really good. Everyone loves some early 2000s nostalgia, and the kissing angle is deliciously cheeky. I don’t really have a “take” here per say—a take isn’t always needed—but I did want to highlight some good work.
After a breakup with Equinox, Kiehl’s is back in the gyms with Life Time (WWD)
TLDR: Last year, Kiehl’s tragically exited from its partnership with Equinox, taking its beloved Creme de Corps and Ultra Facial Cleanser out of the locker rooms. Now, there’s good news for those frustrated with the Kiehl’s-less Equinox experience, as the brand has become the official skincare amenity partner of Life Time, starting with nine select locations around NYC with plans to expand later on. The campaign also features Brittany Cartweight, a reality TV star who recently went through a divorce herself, and while I don’t want to give away all of the details, it’s all sorts of witty and cheeky. Kiehl’s soft-launched the new partnership with the genius Instagram below.
The GO Take: Well done, Kiehl’s. And well done, Life Time! I love the way this partnership is framed—as Kiehl’s moving on and finding new love after a breakup. Kiehl’s consistently puts out fun, topical campaigns that really speak to the audience, and I think it’s a huge factor in the brand’s good will and strong public perception. This is just downright fun.
Primally Pure attempts to sell sunscreen with an…anti-sunscreen…campaign that has the industry up in arms (Beauty Independent)
TLDR: Primally Pure, a brand I’d never heard of until this very moment, launched its “100% poison-free SPF” with one of the strangest, most ill-advised marketing campaigns I’ve ever seen. I’ll let the brand speak for itself: “For too long, we’ve been told to avoid the sun at all costs and to slather on toxic ingredients daily in the name of ‘protection.’ But it’s time for a more balanced, empowered approach. Our unpopular opinion: You don’t need SPF every day. But for those longer stretches in the sun, wearing a truly non-toxic, effective sunscreen matters.” The sunscreen campaign is led with slogan “The sun isn’t poison, but your sunscreen is.” Okay.
The GO Take: So I hate this! Primally Pure’s campaign is irresponsible, factually inaccurate, and downright dangerous. Let’s remember that sunscreens are classified as drugs, meaning they come under incredibly high levels of FDA scrutiny. None of the sunscreen filters on the market have any evidence of being harmful or toxic to human health when used as directed. We do have evidence, however, that the sun poses huge risks to human health. Beyond the potential for skin damage, sun spots, wrinkles, and fine lines, sun exposure greatly increases the risk of skin cancer. And what has been scientifically proven to protect against the hazardous effects of the sun? Sunscreen. This tremendously stupid campaign starts by claiming the brand’s sunscreen is poison-free. That’s actually not wrong, Primally Pure’s sunscreen is likely free from poison—as is any sunscreen put on the market. No brand is putting out a poisonous product—imagine the lawsuits!—and the FDA is certainly not allowing a poisonous drug out onto the market. Sunscreen is not poisonous nor toxic. End of story. And I have a hard time approaching the brand’s claim that daily sunscreen use is unnecessary without actively pulling my hair out. Beyond the actual health implications, let’s not forget the immense skin damage caused by the sun. Daily sunscreen application protects against visual signs of aging like fine lines and wrinkles as well as sun spots. Without that protection, you’ll likely turn to other skincare to abate those nasty side effects. Perhaps Primally Pure’s products can help! After all, what better way for a brand to get you to buy more of its products than to create problems that need solving?
Fresh on the Shelves
Morphe ChromaPlus 6-Pan Eyeshadow Palette in Python Code, Rich Glitch, Outer Spice, Love Byte, Cyber Chrome, and Sky Fi ($15 each); ChromaPlus 12-Pan Eyeshadow Palette in Flickering Sands, Moon Stone, Rose Frequency, and Electric Currant ($21 each)
Release Date: Available now on Morphe’s e-commerce site.
What It Is: Morphe’s eyeshadow palettes are back with a completely remastered formula that promises high color payoff, all-day wear, and seamless blendability and buildability. Formulated with a sebum-lock compound to provide oil control, the shadows should resist creasing and fading. The new lineup features 10 curations—four 12-pan and six six-pan palettes—each with a range of shimmers, mattes, and metallics. The six-pan palettes also include the brand’s new “molten metals,” which can be applied dry for a diffused, luminous effect or wet for a more concentrated, detailed shine.
The GO Take: If you grew up loving beauty in the early to mid-2000s and on, you’re likely familiar with Morphe’s beloved eyeshadow palettes. Those 36-pan artistry palettes were the stuff of my dreams back in the day. I’m including a few images below because the visuals give me a visceral case of deja vu. Honestly, I can’t say I remember how the product itself performed but given how popular the palettes were, I’d guess they were pretty damn good. Though, to the one person on my feed still using their Morphe palette from 2008, please retire it; that is absolutely expired. As for these new palettes, I think they look great! The price is so right, and the color combinations feel standard without being too boring. I own a disgusting amount of eyeshadow palettes (I stopped counting after 25), but I’m very intrigued by the 12-pan in Flickering Sands as well as the six-pan in Rich Glitch. I think these are perfect for anyone new to eyeshadow who might not be ready to invest in something more substantial.
Sol de Janeiro Body Badalada Vitamin-Infused Lotion ($32)
Release Date: Available now at Sephora and on Sol de Janeiro’s e-commerce site.
What It Is: Sol de Janeiro’s new Badalada, Portuguese slang for “the hottest thing,” is a lightweight hydrating body lotion packed with a hyaluronic acid blend, Brazilian sugarcane, and Brazil nut oil to draw hydration to the skin and lock it in. It’s fast-absorbing and fragranced with Sol de Janeiro’s classic Cheirosa 62 scent, which features notes of pistachio, almond, vanilla, and salted caramel. It’s the same scent as the brand’s cult-favorite Bum Bum Cream. Unlike its creams, this lotion comes in pump-top packaging for easy application.
The GO Take: A lightweight lotion was sorely missing from Sol de Janeiro’s previous body-care lineup, and I’m sure this will go gangbusters. I like that the brand differentiated it from the creams with different packaging—you know I’m a sucker for pump tops—and I have a hunch they’ll expand this formula into its other staple scent families.
Cyklar Ceramide Milky Essence ($30)
Release Date: Available on Cyklar’s e-commerce site June 4.
What It Is: A nurturing body essence that hydrates and softens the skin while helping strengthen the skin barrier. It can be worn alone or under your favorite body cream for some added skin love, and is formulated with ceramides, urea, polyglutamic acid, sodium PCA, and squalane—basically all ingredients that help retain water in the skin.
The GO Take: As I’ve previously mentioned, I quite enjoy Cyklar 2.0, so I’ll definitely be trying this essence. Let’s not mince words; this pretty much serves the same purpose as the Sol de Janeiro launch. That’s okay, very few launches are truly one of a kind or innovative. And I love the way this brand has been working to make body care feel sexy and fun. This launch is well timed (obviously no coincidence); it’s perfect for those hot, sticky summer days and body-lotion haters. I’ll be honest, I could never really get behind body serums—they just always feel unnecessary to me—but this definitely works for me. It’s just a lighter version of a moisturizer; not rocket science, but still quite smart. I am, however, a bit surprised the brand didn’t include any sort of scent for this product given the emphasis on fragrance.
Most Valuable Product
Replenix Tinted Brightening Eye Cream ($61)
Why It Stood Out: Behold, one of the few beauty products I have repurchased with my own money. I haven’t been wearing much makeup lately—partly to give my skin a break before the wedding, partly because I haven’t left the house all that much—and while my complexion is looking really great (if I do say so myself), I have genetically dark under eyes. This cream is the perfect peach-y shade for masking those dull, tired-looking under eyes just enough. It subtly blurs and illuminates without creating a stark contrast against the rest of my face. The cooling tip is an added bonus—a nice little de-puffing treat as I apply the cream—and a little bit goes a long way.
Final Thoughts
Well, it’s time for me to go finalize some seating arrangements and answer all the emails I’ve been ignoring. I’ll talk to you all soon (ish?) and I’ll be sure to give my paid subscribers an in-depth review of my wedding beauty prep, day-of looks, and the like.
Eep!!!!! I’m excited.
Xx