Glossy Daily — Glossy

December 30, 2025

Beauty

Eugenics, AI slop and cultural appropriation: The fashion and beauty controversies that defined 2025

2025 came with plenty of controversies and scandals. Fashion and beauty brands got caught up in familiar controversies, like accusations of racism and cultural appropriation. But there were also newer scandals, such as leaning too hard on AI in marketing. The way they responded to those scandals is worth analyzing.

Beauty

Exclusive: Tower 28 expands to body care with eczema-friendly body wash

After expansions to the Middle East and U.K. markets in 2025, the Sephora-favorite beauty brand makes a splash in body care with a product targeted to the most sensitive of skin types.

Beauty

Post-acquisition, Dr. Squatch plans to become an ‘icon brand’

In June, men’s personal care brand Dr. Squatch was acquired by Unilever for $1.5 billion, making it one of the year's biggest deals in beauty and personal care. CEO Josh Friedman, who joined the company in 2019, has overseen its viral marketing campaigns, its expansion into nearly every mass retailer in the country and its rapidly-growing international presence.

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Beauty

From butter to banana: How yellow took over fashion and beauty in 2025

In fashion and in beauty, hues of buttery yellow offered a mix of sunny optimism and ironic humor in a surprisingly wearable shade that took over 2025. And the craze for all things yellow may not be fading anytime soon.

Sponsored Content by Rudes Denim

Why storytelling is a key part of Rudes Denim's brand strategy

Today, independent brands with clarity of purpose can rise faster than legacy names with decades of advertising power. For story-driven labels like Rudes Denim, being rooted in authenticity rather than performance marketing sets them apart.

Fashion

The K-shaped economy is forcing luxury brands to pick a side

Amid a K-shaped economy, fashion and luxury brands are rethinking pricing, experience and who they are really building for.

Fashion

How American Eagle ‘defined culture’ this year

American Eagle dominated the fashion conversation this year — from the Sydney Sweeney jeans campaign that ignited a weeks-long debate (though references are still rippling through American popular culture today) to the collaboration with Travis Kelce, announced just after his engagement to Taylor Swift. “I’m most proud that we didn’t just participate in culture in 2025, we defined it," said CMO Craig Brommers.

Sponsored Content by Shutterstock

Six ways beauty brands can harness creativity to reignite growth in 2026

Audiences are tuning out influencers and craving something real. A recent report found that campaigns grounded in real experiences and shared values perform far better, increasing results like awareness and intent to buy by 17% to 25%.

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FROM MODERN RETAIL

The winners and losers of tariffs

This year, tariffs kicked in at their highest rate since the Great Depression, completely upending the retail industry. In turn, Modern Retail rounded up the biggest winners and losers of all the changes in tariff policy this year.

Fashion

In 2025, luxury fashion’s AI marketing experiments hit a turning point

Luxury’s AI marketing moment reached a turning point in 2025, as brands quietly scaled AI imagery while consumers pushed back on campaigns.

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