Welcome back to Haul of Fame, your must-read beauty roundup for new products, new ideas and Katseye, the Netflix reality show K-pop band that could sell a lot of lip gloss.

Included in today’s issue: Alpyn Beauty, Armani Beauty, Augustinus Bader, Biossance, Blake Brown, Bubble Skincare, Cartier, DS & Durga, Fable + Mane, Guerlain, Hermès, Huda Beauty, La Mer, Kiehl’s, Kleos + Klea, Kulfi, Lancôme, Lottie London, Mara, Moroccanoil, Naturium, Oars + Alps, Redken, Saie, Trinny London, Victoria Beckham, Wyn Beauty and that sand tiger from “Aladdin.”

But first

In May, Katie Sturino sat across from Oprah Winfrey and told her she was wrong.

“I’m done with women feeling bad about their bodies for no reason,” said the Megababe founder and CEO, who was a guest on Oprah’s questionable weight-focused TV special. Sturino was taking the mogul to task for “inspiring” millions of women to crash diet, sometimes for decades. In her view, large bodies aren’t the problem — bias in healthcare and thin-worship from beauty and fashion brands are the real dangers.

Sturino has harnessed this belief in her popular #SuperSizeTheLook social media posts, where she recreates celebrity fashion looks with plus-size options. On Instagram, she has 812,000 followers; on TikTok, she has been tagged over 2 million times.

That mega-reach also helped Sturino in starting Megababe, a personal care brand that specialises in making body “problems” cute, in 2017. Got back zits? Use its adorable “body acne mist” with tiny magic rabbits on the bottle. Scared of sweat stains? Try a pale pink “dust puff” covered in smiley clouds.

“The purpose is to make you feel less alone and eliminate shame about body issues,” says Sturino. The brand is most famous for its Thigh Rescue, an anti-chafing stick so undeniably useful to women that it is stocked everywhere from Anthropologie to Goop.

On Sept. 12, Megababe will launch Butt Stuff, a new $28 tightening cream meant for haemorrhoids. It is packaged in an avocado green tube (“It’s the colour of a Vespa I saw in Italy,” Sturino said) with cheery pink swirls up the side. The cream counts popular skincare ingredients like aloe and calendula, plus 5 percent lidocaine and phenylephrine, which help numb nerves and constrict blood vessels.

Devoted readers of Allure and Cosmopolitan know that haemorrhoid cream is also a “beauty secret” to reduce puffy under-eyes. Sandra Bullock claimed it was her big hack on Miss Congeniality; makeup artist Mario Dedivanovic has used it on Kim Kardashian before a big photo moment. “I would be thrilled to see it in a makeup artist’s kit,” Sturino admits. “But of course, that’s not the intended use.”

Still, the implication that you might be buying Butt Stuff for undercover skincare instead of for a sore toosh is there, which might make it even easier for people to purchase without feeling embarrassed. (There is already a test case for this: Megababe’s Le Tush, a mud mask for your rear end, is also used by many as a face mask.)

This August, revenue increased 50 percent year-over-year, and Sturino made a mega-decision for Megababe. “The goal is acquisition now,” she said. “I wasn’t always sure, and I don’t want to leave the company! But we’re self-funded. We’re profitable. We have no debt. And I know a lot of other brands out there are looking to get acquired, but I don’t see them as competition. There is not another skincare brand out there that can do what we do.”

What Else Is New

Skincare

We begin with the OG luxury beauty brand, La Mer, which introduced its Rejuvenating Night Cream on Sept. 1. It claims to use a new “sea-born renewal complex” to target eight key situations: fine lines, plumpness, softness, radiance, firmness, smoothness, texture and wrinkles. It costs $450, so you’re paying about $56 per promised benefit. The jar is a deep jade with a satisfying shimmer finish.

Like “Cobra Kai” via “The Karate Kid,” Kiehl’s has revamped its existing Ultra Facial Cream as a body product. It costs $49.

On Sept. 2, Alpyn Beauty dropped a Clarifying Facial Oil for $56. It contains two forms of retinol, including one made of pink algae. You know what that means: Pond Scum Beauty Ingredient Watch is back! Huzzah.

Moroccanoil introduced a Shampoo, Conditioner, Scrub and Tonic on Sept. 1 that promise “bioactive ingredients” meant for a healthier scalp. I keep imagining tiny versions of the “Veggie Tales” heroes making my hair shinier. This is not an unpleasant thought.

Welcome to the world, Kleos + Klea! The skincare line by Tammy Demos promises to “embrace ageing skin” instead of fight it. It launched Sept. 5.

Naturium’s AHA Exfoliating Face Mask hit stores on Sept. 6. If it’s as good as the Vitamin C cleanser, expect Target to be cleared out by Sunday.

Bubble Skincare is launching its first lip balm, called Tell All Juicy Secret, on Sept. 5. It comes with a pink ball chain so it can dangle from your backpack. This is Gen Alpha candy for sure, and I know the cleanser especially is a big hit in homes with primary-school age girls. But I’ve tested the balm myself, and it’s a perfectly serviceable adult product, too, especially in summer, when you want some moisture but not a super-thick slather.

Oars + Alps launched its Anti-Everything System on Aug. 29, which includes acne-targeting face wash, serum, lotion and body wash. If you have guys in your house who say their skincare routines are “no big deal, seriously,” then you already know they’re gonna buy it.

Makeup

What’s with all the lip liners? On Sept. 1, Wyn Beauty introduced Starting Line Peptide Infused Lip Liner, which promises a “firmer” pout. Saie Beauty’s Lip Liner 101 dropped on Sept. 5 in five shades.

Gloss is also staying strong for fall. Mara’s newest Sea Silk Lip Balm hit stores on Aug. 30. It’s a creamy coffee shade called Sea Latte, which sounds like a great recipe for Erewhon’s test kitchen. On Sept. 3, Biossance launched Pro Peptide Lip Perfector, a tinted glossy balm that comes in deep berry, bubblegum pink, or shiny clear. Each tube costs $18, and I bet they look super-glamorous when smeared on one of the brand’s rose gold status straws.

More of a lipstick girl? Trinny London’s Just Joyous, a high-shine formula, hit shelves Sept. 5. It comes in 11 shades and claims to plump lips, too.

It is also “concealer season,” and Victoria Beckham is playing to win. Her new Concealer Pen with TFC8 is a collaboration with the wealth creamery Augustinus Bader that blends high-pigment coverage with smoothing and tightening effects. It comes in 16 shades, cost $68, and is maybe the most spot-on collaboration of the year. Looking to spend less? Ciele Cosmetics rolled out Conceal + Protect concealer on Sept. 3. It has SPF 50+ and comes in 20 shades. It’s $36 at Sephora.

Some retail news: Kulfi Beauty expands into all Sephora doors this September. This is major for an indie beauty brand, and it means your teen niece might start asking for some Black Cherry Staining Lip Oil. (It’s $24, so just expensive enough that her mom will never buy it for her…) Meanwhile, Lotte London hit Amazon Beauty on Aug. 30, which means its $8 Superfake Mascara can come in the same delivery as your Swiffer refill packs. Nice.

Huda Beauty released Easy Blur foundation, $37, and Easy Blur primer, $29, on Sept. 2. Both are excellent if you want high-coverage glam, but if you’re going for the foundation, get a shade darker than you think you need. My first swatch attempt was a little less “beauty editor” and a little more “Mischa Barton in ‘Sixth Sense.’”

Armani Beauty is very smart to hire Camila Mendes and Lili Reinhart for its Venice Film Festival invasion. The young actresses are brimming with talent, fun and true affection for each other. It’s a kind of Blair-and-Serena wish fulfilment for Millenials, plus a “Riverdale” reunion for Gen-Z.

Hair Care

Redken re-released its Stay High mousse on Sept. 1. The brand says the product is “back by popular demand from 500 stylists.” Will those stylists use this foam during Fashion Month? Please stand by…

Fable + Mane cast Mean Girls: The Musical bombshell Avantika Vandanapu as its “goddess of hair care” for a new campaign, which highlights the brand’s HoliRoots hair oil. She seems great, and the campaign is funny, without losing sight of its main goal: To make you want shiny hair.

Blake Brown is now pitching its “masking system” to beauty editors and influencers without any mention of its founder, Blake Lively. Interesting.

Fragrance

Hermès has a new fragrance called Barenia Eau de Parfum that debuted on Sept. 2. It promises hints of lily, ginger and patchouli. The bottle is based on the label’s Collier de Chien bracelet, which translates to “dog collar.” I remember Jessica Alba and Emma Watson wore the cuffs pretty enthusiastically circa 2012.

Also in scented luxury goods, Cartier’s La Panthère Elixir hit stores on Sept. 3 with notes of jasmine and musk. The bottle has an etched panther face at the front, which is gorgeous and also reminiscent of the magical “Cave of Wonders” sand tiger from the mesmerising animated “Aladdin” film of 1992. You can almost hear the glass hissing, “Who dares disturb my slumber?!” when you stare at it. It’s really great.

Guerlain’s new perfume, Patchouli Paris, debuted Sept. 3. It’s billed as “a game of contrasts, where the immediate freshness of the banks of the Seine leads into the intoxicating warmth of the Parisian theatre… like skin a-tingle.” Oh my. While I’m sure smelling like the Seine would indeed be tingly, Guerlain’s scent smells like “patchouli, iris, vanilla, ambergris and musk” instead of le rive. Phew.

DS & Durga’s Big Sur Eucalyptus first launched as a limited-edition “Studio Juice” in November of last year. It sold out in less than a day, and now the brand has created a more permanent release, out on Sept. 3. The $210 fragrance also comes as a $70 candle or a $60 pack of air fresheners for your car. It smells like “deep spicy green groves on the cool California coast.”

MCM Diamond dropped on Sept. 3. It’s $79, with notes of espresso, lavender and sandalwood, and comes in a teeny — but sadly fake — MCM black backpack. I am once again asking MCM to make the backpacks detachable so you get a fragrance and keychain-size accessory all at once.

Lancôme is launching its new La Vie Est Belle L’Elixir perfume with a travelling sample truck that hits New York on Sept. 6-8 before making stops in Miami and Los Angeles. The pop-ups tie into a commercial, starring Julia Roberts and directed by Damien Chazelle. I would love (x10) to see Julia Roberts surprising people by handing perfume samples out of a truck in Soho. TikTok will certainly surface the evidence if it happens, perhaps even faster than Lancôme can.

On Sept. 4, LoveShackFancy uncapped three new body mists: Sugar Blush, Velvet Sun and Berry Kiss. They look like the Strawberry Shortcake shampoo I used to beg for as a small child, and will likely sell out in seconds. But if you’d rather smell like honey than a pack of wealthy teen girls, Gisou has a new Honey Infused Lavender Berry hair perfume that came out on Sept. 4.

And Finally

Netflix’s international K-pop band, Katseye, has booked an American Eagle campaign. This is great for the all-girl group, but curious because their big single is called “Pretty,” with lots of clips showing its stars posing in a lipstick-smeared mirror. So here’s a fun game to play as you get bored at Fashion Week parties: Which beauty brand should claim these kids first? (Also, obviously, justice for Emily.)

Fashion public relations giant The Independents has acquired creative agency Kitten Production, marking its second acquisition in just a week.

With the new acquisition, The Independents will form a new content production vertical. Kitten Production specialises in creating photography, video and other digital content for fashion brands, and has worked with brands such as Louis Vuitton, Saint Laurent, Jacquemus and Jil Sander. Under The Independents’ ownership, it will work to expand into new markets, including New York City and Tokyo.

Last week, the company announced it would acquire Dubai-based multi-media and creative technology agency Bureau Béatrice, which has earned a reputation in the Middle East for its work producing events and immersive experiences for companies including Tiffany & Co, Bulgari, Prada and Formula 1.

The purchase of Kitten Production marks The Independents’ fifth acquisition this year. Last year, it raised $400 million with the goal of doubling in size by 2025.

Learn more:

The Independents Group Raises $400 Million, Looks to Double in Size by 2025

The luxury marketing and communications group — parent to Karla Otto, Bureau Betak and influencer marketing firm Lefty — raised $400 million in a round led by TowerBrook Capital Partners and media, gaming and online sports betting company, FL Entertainment.

Sabrina Carpenter is the newest face of Prada Beauty, the brand announced on Thursday. It also unveiled her first campaign for the label, shot by beauty photographer Luis Alberto.

The news comes after Carpenter drove a sales surge for Prada Beauty, when she featured its Prada Balm in the shade Astral Pink in the music video for her hit song “Please Please Please” — the product sold out across all retailers within 72 hours of the video’s release. In her latest music video for the song “Taste,” the brand’s Monochrome Soft Matte Refillable Lipstick also gets prominent placement.

Carpenter described the partnership as a “natural fit” with her style in a statement. The current campaign will be followed by a larger shoot featuring Prada Beauty’s 2025 product launches.

Learn more:

Exclusive: Sabrina Carpenter’s Plan to Become a Beauty Hitmaker

With the launch of her third fragrance, Cherry Baby, the “Espresso” songstress wants to use the whimsical, flirty scent to connect more deeply with her growing fanbase of Gen-Zers and beyond.

Part loyalty programme, part fan club, “community commerce” platforms are the latest tech trend gaining traction with beauty’s biggest players.

On Aug. 28, Ulta Beauty was announced as the first retail partner of Kiki World, an Estée Lauder Companies-funded beauty start-up that incentivises member engagement. In July, Glossier joined a beauty-heavy roster of over 80 brands on TYB, a community rewards platform and the brainchild of Outdoor Voices founder Ty Haney, with over 30,000 members joining its G Collective group on the app. Both have received investment from crypto-focused VC firms, getting brands to embrace “Web3″ tech-related concepts long after the end of 2021′s NFT craze. The new partnerships mark the latest effort by beauty companies to build stronger online “communities,” which many have done through formats such as group chats on Instagram or social apps like Geneva.

The benefits, brands argue, are worth it. The concept of creating a brand “community” has become paramount in beauty marketing, and both TYB and Kiki World allow brands to award loyalty points for purchases and brand-related social interactions. TYB also offers group chat functionality, where brands can send updates and communicate back and forth with members.

These platforms’ rise comes as beauty brands, facing stubbornly high ad and customer acquisition costs, are shifting their focus to customer retention. Though still in their early stages — TYB has been around for two years and Kiki World for one — they offer brands a way to experiment with new loyalty and communication formats to stay relevant with a Gen-Z audience, as well as ways to increase user-generated social content as it grows in importance compared to influencer marketing.

And for the consumers, it allows them to get closer to their favourite brands than ever before.

“We’re seeing this shift across the beauty space in terms of brands and consumer engagement and community building, and really this transformation of behaviour and expectations of consumers,” said Shana Randhava, the SVP of Estée Lauder Companies’ investment and incubation arm New Incubation Ventures, which was revealed in April 2024 as an early investor in Kiki World, along with Andreesen Horowitz’s crypto fund a16z crypto and others that invested a total of $7 million in initial funding.

Next-Generation Loyalty

Community commerce platforms’ loyalty offerings are perhaps their biggest draw.

TYB allows brands including Glossier, Rare Beauty, Ouai and Dieux to offer loyalty points for activities called “challenges.” With the challenges, customers are rewarded for simple actions — Glossier, for example, gives customers 50 points for answering a quiz question or 100 points for submitting a selfie that can be featured on the brand’s social channels. Those points can then be used for discounts on products via an embedded tool or discount code on Shopify checkout, with 100 points equaling $1 off. Glossier’s TYB account marks its first-ever DTC loyalty program, which the brand had shied away from for years.

Haney said that as an “OG of community-building,” Glossier’s adoption shows how even DTC brands are looking for new ways to cultivate online loyalty.

“In a lot of ways, the direct-to-consumer business model is flawed in that the most important relationships a brand has, those with its customers, are intermediated with discovery-optimised ad platforms,” she said, adding that the idea for a customer retention-focused platform was born out of her own time in the DTC sector. “We’ve spent all of this money on Instagram and Facebook to acquire customers, customers who we don’t necessarily have first-party data for or a relationship with. And ultimately, it leads to a lot of one-and-done customers, which is a very expensive model.”

Even brands that had previously experimented with loyalty programmes have embraced TYB’s approach. Topicals, the first brand to join TYB in 2022, migrated its entire DTC loyalty programme over to the platform in the fall of 2023, transferring customers’ points over.

“TYB gives us a whole different level of connection,” said Grace Sofia Caro, community impact manager at Topicals. “It’s just a much deeper level of connection aside from the points and purchases of a normal loyalty programme.” Beyond points for purchases, Topicals offers members rewards for a wide variety of challenges, including creating social content about the brand such as videos that offer them the chance to win spots on its influencer trips.

Kiki World’s model, meanwhile, is centred on collecting user feedback to shape production of its own products. The platform partners with influencers to create a range of product prototypes, and then awards loyalty points to users who vote on which products the brand should make. The Ulta Beauty team-up is its first partnership with an outside brand; it will allow users to access Kiki campaigns through Ulta Beauty’s website and earn exclusive collectibles.

“All of your feedback is rewarded,” said Kiki World founder and CEO Jana Bobosikova, who created the platform with the concept that the “next generation of brands will not be created and sustained top-down.”

Cultivating a Customer Community

Beyond tangible loyalty, brands have been laser-focused on the concept of “community” in recent years — a nebulous term referring to ways they try to create a friend-like affinity in customers’ minds.

The search for community has taken several forms, starting with private Facebook groups, moving on to invite-only Instagram groups, chat-specific apps like Geneva and most recently, Instagram’s broadcast channels. Community commerce apps are positioning themselves as a Gen-Z-friendly version.

Glossier previously used a private Facebook group as a community hub, but has moved to TYB, which Kristin Kim, Glossier’s VP of brand and product marketing, said functions as “a close-knit space where it feels like we’re chatting with a circle of good friends.” Glossier’s group chat currently features brand announcements on new challenges or a heads-up about promotions such as free samples at the US Open. User comments include product feedback and links to their social posts about the brand.

Brands are also leveraging the platforms to engage with their influencer ambassadors. Topicals moved its group chat for its ambassador programme to TYB in August 2024 after previously operating on Slack-like group platform Geneva. Customers, too, can access perks often reserved for influencers on these platforms: Topicals also uses the app to send invites to in-person events across the US, while skincare brand Mario Badescu selected 40 members of its TYB group to sample and review a recent face spray launch.

The community and loyalty incentives appear to be the biggest draw for these platforms, rather than their connection to emerging tech — both count crypto funds among their investors, operate on the blockchain and offer NFT-esque digital “collectibles.” But fashion and beauty’s NFT obsession has faded, and now even carries some stigma.

So far, it hasn’t been a deterrent: In the next quarter, Kiki World will be launching what Bobosikova calls a “permissionless version of Kiki,” which will allow partners to use its platform with their own brands; around 50 brand and influencer partners are lined up to join. TYB has more beauty brands slated in the coming months and is also venturing into fashion: Cult Gaia and Urban Outfitters are members.

“Higher engagement leads to greater loyalty. That’s not a novel concept; I’m not saying anything earth-shattering there. What is different about Gen-Z is how and where and how often that engagement is happening,” said Randhava.