The beauty segment has been one of the most active for inbound licensing and especially collaboration deals over the past several years, with the pace picking up during the pandemic. The category is seen as a prime opportunity for celebrities, classic characters, films and TV series, museums, corporate brands, and IP from virtually every other […]
Tag Archives | Benefit Cosmetics
Of Makeup and Men
Makeup brand CoverGirl announced earlier this month that James Charles would become its first-ever male endorser. That news put a spotlight on a previously little-known segment of Internet celebrity: male social media stars who have gained followings for transforming their looks through the application of color cosmetics, often in dramatic fashion. Marketers are starting to […]