Kosas

Saie, Kosas, Ilia and Glossier are among the beauty brands launching at Sephora Middle East this fall as the GCC countries become a priority for global expansion.

This week, the founder and creative director introduced her foray into colour cosmetics with Pocket Blush, an adorable stick formula, that trades on her most used beauty product.

First with Gwyneth Paltrow and now with TikTok’s Gen-Z beauty queens, Kosas has charted a course to growth through rebranding, new products and customer base expansion.

Now that the market has stabilised, beauty brands of all shapes and sizes are eager to get their dues. The Business of Beauty identifies the top targets of the year including Kosas, Summer Fridays and Selena Gomez’s Rare Beauty.

A few beauty brands have taken advantage of LA’s weather, space and concentration of influencers to stage the pandemic’s first live product launch events. Others are finding success with virtual 'parties.'

Gwyneth Paltrow has parlayed her rabid Goop fanbase into a lucrative events business, including sold-out summits like last weekend's In Goop Health.