Le blog Beauty 2.0
Insights de l'industrie, conseils pratiques et opinions honnêtes sur l'IA et l'automatisation dans la beauté. Écrits par quelqu'un qui a vécu tout ça.
Utility Loyalty: What Actually Drives Repeat In Beauty In 2026
Points-based loyalty programmes are quietly losing effectiveness. The brands growing repeat rate in 2026 have switched to utility-based loyalty - and the mechanics are different enough that it is worth reading before your next relaunch.
The Ozempic Face Category Response: Opportunity Or Opportunism?
GLP-1 users are a fast-growing customer segment with specific skin concerns. Some brands are serving them well. Some are cashing in. Here's how to tell which side of the line you are on.
Exosomes, Growth Factors, and the Biotech Skincare Shift
Clinical credibility is replacing clean beauty. What biotech skincare means for indie brands competing on efficacy rather than ingredient purity.
Wholesale Is Back. Why DTC Beauty Brands Are Picking Third-Party Shelves Again
After a decade of DTC orthodoxy, beauty brands are quietly returning to Space NK, Boots and Cult Beauty. Here's why - and what it means for your channel mix in 2026.
Body Care Is the Most Underbuilt Category in Beauty Right Now
Body care is growing faster than any other beauty category, and the competitive landscape is still thin. Here is the commercial opportunity.
After Sephora Kids: How Beauty Brands Are Recalibrating For Gen Alpha
The Sephora Kids backlash forced a category rethink. Here's how the brands that handled it well are now rebuilding their Gen Alpha strategy without the reputational blowback.
In-House vs Outsourced: Where Should Beauty Brands Build Capability?
Not everything should be in-house and not everything should be outsourced. The answer depends on what creates competitive advantage and what is commodity execution.
Ingestible Beauty And The FSA Wall: How To Launch Without Getting Shut Down
Collagen shots, hyaluronic gummies, ingestible SPF. The category is growing but so is regulatory scrutiny. Here's how to launch a supplement-adjacent beauty product in the UK without getting a Trading Standards visit.
The Fragrance Wardrobe Economy: Why Scent Is Having Its Biggest Moment in Decades
Fragrance sales are growing across every price tier. Consumers are buying multiple scents for different moods, and the whole category is being reshaped.
Retinal Is Replacing Retinol In 2026. Here's How To Message The Shift
Retinaldehyde (retinal) has moved from insider ingredient to mainstream hero. The brands that communicate the transition clearly are the ones converting informed shoppers.
Beauty Consultant vs Agency: Which Model Fits Your Brand?
The decision between hiring a beauty consultant and working with an agency depends on where your brand is, what is broken, and how fast you need to move. Here is how to decide.
AI Try-On Finally Hit The Buy Box. What It's Doing To PDP Conversion Right Now
For five years, virtual try-on was a gimmick on the homepage. In 2026 it has finally moved into the buy box - and the conversion data is changing how the category treats it.
Short-Form Video Is Now the Checkout: What 68% Social-Influenced Purchasing Means for Beauty Brands
68% of online beauty purchases are now influenced by social feeds. 53% of consumers buy directly inside the platform. The implications for brand strategy are significant.
The UK Sunscreen Problem: Why Your SPF Chemistry Is Lagging - And What To Do About It
UK sunscreen regulation lags the EU and Asia by a decade. Smart UK brands are treating this as a positioning opportunity rather than a limitation.
What Acquirers Actually Look for When Buying a Beauty Brand
Henkel just paid $1.4 billion for Olaplex. The beauty M&A market in 2026 is active but selective. The brands getting acquired share specific operational qualities that go beyond strong revenue.
AI Is Changing How Beauty Brands Operate, Not Just How They Create
The conversation about AI in beauty has been dominated by content generation and virtual try-on. But the real commercial shift is happening in operations: forecasting, reporting, lifecycle automation, and decision-making speed.
Scalp Health Is The New Skincare - And It's Changing How Haircare Brands Sell
Scalp has moved from the haircare aisle to the skincare shelf. The brands pivoting fastest are seeing AOV and repeat-rate lifts that haircare-only positioning cannot match.
Perimenopause Beauty Is Now a £2bn Category. Are You Positioned For It?
Perimenopause and menopause skincare has moved from niche to mainstream in under three years. Here's what the data says and what it means for the ops side of your brand.
What Beauty Brand Closures Reveal About Operational Readiness
When Malin+Goetz filed for UK administration and Cover FX shut down entirely, the industry noticed. But the real lesson is not about those brands. It is about the operational gaps that most growing beauty brands carry without realising.
When Gifting, Paid, and Affiliate Creator Relationships Should Be Treated Differently
Using the same relationship model for every creator type is leaving value on the table. Here's how to structure each one properly.
What Should Stay Human in Beauty Content Production
Not everything in beauty content should be automated or templated. Here's where human judgment still makes the biggest difference.
Why Beauty Content Gets Expensive Faster Than Founders Expect
The hidden mechanics behind beauty content cost creep - and where to draw the line before the budget spirals.
Why Most Beauty Creator Systems Break After 20 Relationships
Managing 5 creator relationships feels different from managing 50. Here's where the system usually falls apart and what to build before it does.
What Beauty Founders Should Report on Before Buyer Meetings
What you bring to a buyer meeting matters as much as how you pitch. Here's the data that builds credibility and the gaps that undermine it.
Your Retail Staff Are Your Best (or Worst) Sales Channel. Here's How to Train Them.
Inconsistent staff knowledge is the number one reason beauty products underperform at retail. Most brands invest in getting on shelf but nothing in staying there.
What Retention Should Look Like for Replenishable Beauty Products
Replenishable products have a natural repurchase logic built in. Here's how to build retention around that rhythm rather than fighting it.
Where Beauty Brands Lose Repeat Purchase Without Noticing
Repeat purchase drop-off in beauty is rarely visible at the moment it happens. Here's where the leaks tend to be.
Why Retail Readiness Is an Ops Problem, Not a Sales Problem
Getting into a retailer is the sales win. Staying in - and growing - depends almost entirely on operations most brands haven't built yet.
5 Email Marketing Mistakes Costing Beauty Brands Real Revenue
Email should be your highest-ROI channel. For most beauty brands, it's an afterthought generating a fraction of its potential.
Why Micro-Influencers Outperform Celebrity Partners for Beauty Brands
Beauty brands spending £100k on one celebrity post are getting outperformed by brands spending £10k across 50 micro-influencers. Here's the data.
The Bodycare Boom: Why Smart Brands Are Looking Beyond the Face
Bodycare is the fastest-growing segment in beauty. The brands that move now will define the category for the next decade.
How AI Is Actually Being Used in Beauty Content Production (Not How You Think)
Forget the robot-writes-your-blog-post narrative. The real AI revolution in beauty content is quieter, more practical, and already happening.
7 Packaging Mistakes That Make Skincare Brands Look Cheap
Your product might be exceptional. But if the packaging signals 'budget,' customers won't give it a chance.
UGC vs Branded Content: Where Should Beauty Brands Actually Invest?
UGC converts better. Branded content builds equity. The answer isn't either/or - it's knowing when to use each.
TikTok Shop Is Reshaping Beauty Commerce. Should Your Brand Be There?
TikTok Shop drove $4.1bn in beauty sales in 2025. But it's not right for every brand - and getting it wrong can erode your positioning.
Peptides Are Having a Moment. Here's What Beauty Brands Actually Need to Know.
Peptide-led skincare is projected to hit $8.2bn by 2028. But most brands are getting the formulation story wrong.
The Beauty Brand Efficiency Checklist: 25 Things to Fix This Quarter
Comprehensive, actionable checklist covering content, creators, customer journey, operations, and strategy.
Creator Collaborations Without the Chaos: A New Approach
How to find the right creators, automate outreach, ensure diversity, track performance, and scale without chaos.
The Subscription Model in Beauty: What's Working and What's Not
Which categories work, which struggle, and how AI-driven churn prediction changes the economics.
Taking Your Beauty Brand International: A Practical Guide
Market research, compliance differences, content localisation, creator sourcing, pricing strategies, and logistics.
Press Mailers That Actually Work: Lessons from Rhode, Dior, and Prada
What makes certain PR mailers generate massive social engagement - and how to measure and replicate that impact.
Post-Purchase Is Where the Money Is: A Guide to Customer Lifetime Value
Most brands allocate 80% to acquisition and 20% to retention. Flipping this ratio changes everything.
The Investor's Guide to Beauty Tech: Where the Smart Money Is Going
Market opportunity, key technology trends, and what separates investable beauty-tech from hype.
Why Your Competitor's Content Looks Better (It's Not What You Think)
The secret isn't better photographers. It's volume and testing. 100 variations beat 5 perfect pieces every time.
Building a Beauty Brand on a Bootstrap Budget
How to prioritise spend, which tools are worth it, and how automation lets a small team punch above its weight.
Shade Matching, Compliance & the Ops Nobody Talks About
Shade range management, ingredient compliance, claim substantiation - competitive advantages when handled well.
The Creator Economy Is Broken. Here's How Beauty Brands Should Navigate It.
Rising costs, falling authenticity, measurement difficulties - and a more intelligent approach using data.
How One Skincare Brand Cut Content Costs by 60%
A men's skincare brand spending £25k/month on content. How automation changed their workflow after 90 days.
2026 Beauty Trends: What the Data Says (Not What Instagram Thinks)
Data-driven trend analysis: what's actually growing in beauty versus what gets social attention.
The Email That Brought Them Back: DTC Retention Playbook
The gap between order confirmation and the next promo email - and what should happen in between.
Your Landing Page Isn't Broken. Your Messaging Is.
Traffic from a creator talking about acne landed on a generic 'radiant skin' page. Matching the conversation matters more than design.
The £500bn Question: Why AI Hasn't Hit Beauty Yet
An investor-friendly analysis of why beauty has been slow to adopt AI - and why that's about to change.
From Influencer to Founder: What Nobody Warns You About
The gap between having an audience and running a business: compliance, supply chain, customer service, and cash flow.
What Your Retail Buyer Actually Wants (And Isn't Telling You)
Content readiness, marketing support, data access, and operational reliability - what buyers look for beyond sell-through.
The Content Treadmill: Why Beauty Brands Are Burning Out Their Teams
Posting twice daily across 4+ platforms, spending £20-30k monthly on agencies, and still not knowing what converts.
20 Years in Beauty: What I'd Tell My Younger Self
Sophie's personal reflections on her career in beauty - the biggest changes, repeated mistakes, and what she'd do differently.
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