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Executive Editor @businessofbeauty @bof Jack and Dylan’s mom 👶🏻👶🏻
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Recent posts
What do you get when you pair a celebrity with a biotech company? Well, according to actress Jennifer Lawrence (@jlaw) and @Arcaea, a haircare line dubbed Mes.
Launched this week directly to consumers, Mes is meant to give shoppers that undone, effortless look with ingredients that don't pilfer from the earth. These are seemingly both good things, but celebrities haven't had the best track record building beauty brands — even Rihanna's Fenty Beauty and Selena Gomez's Rare Beauty have faced challenges lately — and Arcaea is still new at building consumer brands. Is Mes set up to succeed?
In this week’s Full Coverage, Priya Rao (@priyarao) unpacks the A-lister’s unexpected new brand. Read more and subscribe #linkinbio
📷 @mesbeauty
29 Oct 2026
E.l.f. Beauty is a rarity in our industry: It’s a big conglomerate that moves like a nimble indie.
Buzzy acquisitions of lines like Naturium and Rhode have helped its recent growth, but the company’s biggest bet has to be on its hero brand.
Few firms have true labels that excel in more than one category, but E.l.f. certainly has the potential. In this week’s Full Coverage, Priya Rao (@priyarao) explores why. Read more and subscribe #linkinbio
📷 @elfcosmetics
23 Oct 2026
This week, the @businessofbeauty broke the news that Mikayla Nogueira’s “skin-prep” beauty label POV secured a $15 million Series A round led by Silas Capital.
The brand which has been on a tear since launching direct-to-consumer last year — clocking $20 million in revenue in it’s first year, according to people close to the company — launched in TikTok Shop over the summer and Sephora US and Canada last month. After finding product-market fit in 2025, now is the time for POV to scale.
@PriyaRao gave her take on why @POVBeauty is working, and why this influencer-founded brand might be one to last. Read the full story #linkinbio
20 Oct 2026
This week, the news that the makeup artist and founder @IsamayaFfrench is no longer involved with her namesake line sent shockwaves throughout beauty.
How did a brand founded with such sheer talent and backed by a buzzy incubator end up divorced from its beloved founder? Unfortunately, this has become a common outcome in our industry.
In this week’s Full Coverage, Priya Rao (@priyarao) gave her take on what happened at Isamaya Beauty, and why it’s ever so important to choose your partners wisely. Read more and subscribe #linkinbio
📷 @isamayabeauty
16 Oct 2026
The drama started with a concealer, and then came the eye patches.
This week's beauty news has been tied up in overlapping launches, with some of the industry's biggest brands, from Fenty to Jones Road, releasing products that share the same name or packaging as other recent debuts. Some say these episodes point to oversaturation, but I think there's a bigger problem in the innovation pipeline.
@PriyaRao explains it all in this week's Full Coverage newsletter. Read more and subscribe #linkinbio
📷 Unsplash, @hudabeauty
25 Sep 2026
We’re surrounded by headlines about kids getting dangerously into beauty.
Scaremongering sells, and outrage gets eyeballs, but in my experience as both an industry expert and a mom, kids’ interest in makeup and skincare is more creative — and using parents’ concern about their children’s self-esteem is unnecessary moral panic.
In this week’s Full Coverage, @PriyaRao explored why we need to strike a different tone when it comes to Gen Alpha and beauty. Read more and subscribe #linkinbio
📷 @everedenbrand, @lilretinol
18 Sep 2026
Despite its reputation for resilience, the global beauty industry is under unprecedented pressure. The retailers that have dominated for decades are losing ground to new digital challengers, and brands are racing to navigate a quickening innovation cycle and media landscape, while also hoping to satisfy shoppers.
In this week’s Full Coverage, @PriyaRao identifies the factors complicating the current beauty trade:
• The new rules of beauty retail
• The media landscape has changed
• The indie beauty system is fragile
• The rise of mistrust
• The M&A market is still stalled
Read more and subscribe #linkinbio
11 Sep 2026
@KikoMilano has been to the US before. The Italian makeup label, known for its MAC-level quality and masstige prices, originally launched stateside more than a decade ago, but left the market before it could take hold.
This summer marked its reentry, and this Saturday it opens its latest monobrand boutique in New York — the first of many, if the brand can stick the landing.
This week in Full Coverage, @PriyaRao spoke to chief executive Simone Dominici about what Kiko’s doing differently this time around. Read more and subscribe #linkinbio
📷 @KikoMilano
04 Sep 2026
Since the start of the summer, I’ve been piecing together details about Target’s new “Beauty Studio,” which debuts in the coming weeks. Back in March, the retailer announced that it would launch the new space in 600 stores. From my intel, 90 brands, 60 of which are new to Target, are launching in doors, spanning 1,600 new products.
From what insiders have told me, the mix is decidedly upscale, as Target has doggedly been trying to push its beauty price point higher. The thinking is obvious enough: Why not convert a shopper who is buying her back-to-school essentials or diapers at Target to trade up to premium makeup or hair care too?
This week, @PriyaRao unpacks how Target is preparing to reveal its long-awaited ‘Beauty Studio’ following its failed partnership with Ulta. Read more and subscribe #linkinbio
20 Aug 2026
Nearly a year after launch, La Beauté Louis Vuitton, the makeup brand designed by Pat McGrath, announced that it is leaning on its fashion house’s creative director, Nicolas Ghesquière, for a limited-edition collection.
McGrath and team have launched a steady stream of products over the last year, including brushes, lip liners, small leather goods and my latest favourite, a pencil sharper for $455. Prices for the new eyeshadow are $340, while the lipsticks and balm are $195 apiece.
Price and presentation have arguably been more important for La Beauté Louis Vuitton than the product itself.
In this week's Full Coverage, a mid-year private equity check-in, @PriyaRao shares her thoughts on La Beauté Louis Vuitton’s latest drop, plus what Gen Alpha (and their parents) really want. Read more and subscribe #linkinbio
14 Aug 2026
@Merit, the minimalist makeup brand, already had a star-studded cap table, featuring names like MarcyPen Capital Partners and L Catterton. But it’s scored another backer in former Unilever Prestige head Vasiliki Petrou, who spotted the early potential of K18 and Tatcha.
At a time when other colour cosmetics brands are veering too far from their roots, Petrou believes that makeup as a category fundamentally has no issues. She’s not wrong — it still accounts for a quarter of the beauty market. While other firms and buyers are hoping to find wins in haircare, fragrance or body care, Petrou is happy to go against the grain.
In this week’s Full Coverage newsletter, @priyarao chatted with Petrou about why she thinks the brand can go the distance; plus Priya shares her thoughts on beauty’s new retail playbook, and a Fenty update from @danielakmorosini
📷 @merit, @bathandbodyworks, @fentybeauty
24 Jul 2026
“I think beauty itself is such a powerful industry, because it gives glimmers of access into a world that we might otherwise not.”
This week on The BoF Podcast, we revisit a conversation from The Business of Beauty Global Forum, where Paloma Elsesser (@palomija) joined executive editor @PriyaRao to speak about staying true to herself amid the pressures of tokenism and why — after a decade building other people’s brands — she’s finally thinking about building one of her own.
🎙️ Listen now #linkinbio
22 Jul 2026
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