Welcome back to Haul of Fame, your must-read beauty roundup for new products, new ideas and some surprising data from Mrs. Meghan Sussex and her new ShopMy beauty picks.
Included in today’s issue: Alleven, Alpyn, Augustinus Bader, Beauty Creations Cosmetics, Beekman 1802, Bliss, Carolina Herrera, Charlotte Tilbury, Estée Lauder, Fenty Beauty, Granado, Haus Labs, Hourglass, Hppy Skin, Ilia, Kopari, Laneige, Hourglass, Manicurist, Neutrogena, Ouai, Paris Hilton, Pat McGrath Labs, RMS, Scentbird, Subtl, Toty, Victoria’s Secret, Voesh, Yensa, Ziip and Emil the goat.
But first…
My college education was jammed with beauty lessons, but they happened in dorm rooms, not classrooms. On the syllabus: Practical Applications of MAC Lipglass, thermal physics and the GHD flat iron and the psychology of rave eyeliner.
Caitlyn Miller, 20, is getting more legit training. A junior at the Savannah College of Art and Design (SCAD), Miller is pursuing a degree in the Business of Beauty and Fragrance, a program launched in 2018 to better prepare students for careers at cosmetics brands and perfume houses. Caitlyn’s course load includes “Retail Buying Simulations” and “Product Design for Customer Experience.” In December, she traveled to Seoul and Tokyo with 16 other students to join several Allure editors for beauty branding workshops, and to visit the offices of Shiseido and Amore Pacific. “We learned about the customer journey and how it’s changed because of AI, and how ‘conversational selling’ uses authenticity and storytelling to elevate the appeal of luxury brands on social media,” Miller said, sounding more like a marketing manager than an undergrad.
According to Jessica Cruel, the editor-in-chief of Allure and Self, this is partly the point. “The study of beauty is the study of business,” said Cruel, who gave class project feedback to SCAD students on the Asia trip, and again in Savannah last month during a “Beauty Unlocked” program that led 300 students through beauty career panels with L’Oréal and Rare Beauty executives. “When colleges and universities include beauty in their curriculum, they are highlighting science, marketing, economics, anthropology, art.” Cruel said it’s gratifying to see beauty embraced by academic institutions on the same level as political science and finance. “There are so many career paths in the industry. … Universities are now giving their students direct pathways to them.”
Those pathways include a cosmetic science program for potential product chemists at Spelman College in Atlanta, a Cosmetics and Fragrance Marketing program at the Fashion Institute of Technology (FIT) in Manhattan, a Beauty Marketing and Project Development Associate’s Degree at Arizona State University’s FIDM campus in Los Angeles and a Beauty Entrepreneurship course at London’s University of the Arts.
Programs in Fashion Merchandising and Buying have been around for decades, training talent at major apparel retailers (and helping retain them). A similar beauty track doesn’t exist — yet — so schools like SCAD fill in the blanks with guest mentors like Cruel, partnerships with brands and a 98 percent employment rate for graduates, who have gone on to work at companies including Estée Lauder, Summer Fridays and Tatcha. Meloney Moore, the associate dean who leads SCAD’s beauty endeavours, explained the school’s goal is to create “the next generation of creative leaders.”
It makes sense why universities, for which tuition is a primary revenue stream, would be interested in attracting highly engaged students in a specialised program. But why should brands be paying attention, and potentially paying money, to be part of beauty curricula? College campuses are living sample pools of target emerging markets, featuring the highest concentration of under-25 consumers per square foot. When Allure let SCAD students test products for its annual Readers Choice Awards, it built additional content for the magazine while exposing young shoppers to new, and potentially beloved, everyday products and tools. For many young people, college is also where brand loyalty for luxury brands gets deep. Embed your logo in a brain that’s still developing its frontal cortex, and you might make a neural pathway straight to the next fragrance juggernaut, as LoveShackFancy has proven with their wildly popular collegiate pop-ups and corresponding fragrance sales.
There’s also an HR benefit. Training students to be beauty grenadiers gives all facets of the industry — chemistry, economics, design, storytelling — a stronger foundation. At SCAD, for example, Moore asks recruiters and CEOs what skills their employees don’t have yet, then creates new course units and assignments to build them. Lately, that’s included pitching products under stressful situations, which SCAD students refine by practicing their skills in small rooms meant to resemble elevators, boardrooms and, in one exercise, even the business-class section of an airplane. Parsons School of Design has a similar course geared to fashion and beauty startups, and another that explains influencer metrics and casting strategies.
“We’re really being taught to think like executives and founders,” said Miller, the SCAD beauty major, who finishes her degree in 2026 and will likely become a lip gloss zillionaire soon after.
After serving as a final project mentor for SCAD students like Miller last month, Cruel agreed. “Some of these student-created brands were as ready for ‘Shark Tank’ as the brands on the real show,” she said. “During several presentations, I was wondering, ‘Wait, are these kids taking investors?‘” She laughed. “Maybe we should talk.”
What else is new…
Skincare
In January, Bliss hired comedian and “elder Millennial” avatar Iliza Shlesinger to chide Sephora Kids in an ad for “adult skincare.” On Mar. 21, they launched a complete acne system that seems geared to those same teens and tweens, including a toner, spot treatment and spray. Of course, 40-somethings also deal with zits, but this feels like a youth play.
It was a busy week for Beekman 1802: On March 21, the goat-milk skincare brand from Schenectady, NY rescued Emil, the imperilled kid (that’s baby goat) of Lumon (that’s from “Severence”). On Mar. 25, it launched aluminium-free deodorant sticks for $20 each. The moisturising formula is mysterious and important.
I’m kind of scared of Ziip’s new Dot device, which looks like a tiny neon life preserver, zaps acne with macro and nano currents and comes with a clear conducting gel. If you are not freaked by (lab-tested and safe) gizmos like this, it’s available as of Mar. 24 online.
On Mar. 25, videos about Kopari’s Sunglaze Sheer Setting Mist hit 50 million views on TikTok. The brand said that the spray’s viral “glassy skin” effect has bumped up their social media following by 600 percent and caused the $34 product to sell out at Revolve Beauty, but it’s still available on their DTC website.
Estée Lauder just did something… cool. On Mar. 25, the brand dropped a new campaign with Kristen Bell that reframes its storied, and somewhat staid, Advanced Night Repair Cream as a “sleep dupe.” This term is a.) smart b.) fun c.) likely making other brands mad.(“Sleep dupe” seems so simple, but coming up with a tagline like that is super hard!) Unsurprisingly, the creative agency Shadow — which also handles E.l.f. and body care label Eos — was involved.
Alpyn’s Super Sculpt Serum hit Sephora on Mar. 25. It’s a “face and neck” formula that claims to cover everything, and instead of a neck cream’s heavy texture, this one boasts a cool gel formula.
Last month, Neutrogena unveiled a Tate McRae sponsorship. On Mar. 26, they announced a partnership with the World Surf League and pro athlete Caroline Marks. Wavy-haired blondes, you seem to have the upper hand on $14.99 sunscreen tubes…
We can finally talk about the worst-kept secret in beauty: Augustinus Bader’s The Mineral Sunscreen, an SPF 50 formula that hit shelves on Mar. 26 after it was pumped through the Mark Hotel at a lush cocktail party in January, and then landed in every beauty editor’s kit this month. The $140 formula promises both anti-aging and sun protection benefits, with a silky texture that’s nearly identical to the brand’s signature moisturiser.
Would you drink a black tea and rosé cocktail? Would your skin? On Mar. 26, Voesh poured one out for its Exfoliating Body Wash, a $19 black tea and rosé formula that’s also available in hinoki, fig and neroli scents.
You know how in France, they flash-freeze fruits and veggies at their ripest so you can enjoy super-fresh produce all year? Hppy Skin is aiming to do the same thing with its Shelf-Stable collection, a skincare sextet that “preserves and enhances whole-food antioxidants at peak potency.” It debuted on Mar. 26.
Toty’s Reversa Retinol serum hit embattled indie retailer Thirteen Lune on Mar. 27, with niacinamide and tranexamic acid, which is also used to encourage blood clotting after an injury or medical procedure. It’s $89 and promises to calm skin instead of irritate it — a rare but welcome claim for a retinol. (“Huge if true,” etc.)
This is cool: Paris Hilton gave the first peek of her skincare line, Parívie, to Linkedin. On Mar. 27, the Beverly Hills blonde announced a line “that reflects my journey, my philosophy, and my vision of timeless, iconic beauty.” Like most things on Linkedin, these words are meant to sound powerful despite their lack of actual info. But the brand site reveals a wisp of blonde hair and a pink bedazzled mirror that looks like it could be super-fun.
Makeup
On Mar. 19, Alleven introduced Instant Glow, a pearlescent liquid highlighter that can double as an eye glaze. It’s sheer, buildable and so unbelievably pretty, I’m afraid it was once mean to me in high school.
Flower power, but make it eyeshadow. On Mar. 21, Pat McGrath Labs debuted Petalmorphosis, a $128 compact with 10 shades, including a deep matte emerald called Nocturnal Bloom that might be a cult favourite if they sell it separately.
Subtl’s stackable Lip Glaze pots rolled out on Mar. 21. They come in five shades, including a nipple-pink called “undone” (cute) and retail for $15 each.
We knew it would happen: After pistachio conquered the fragrance aisle and the runways, it hit the nail salons. On Mar. 21, Manicure introduced its latest Deauville collection, a pastel trio with creamy pink, ceramic blue and the same muted light green as a La Durée macaron.
Yensa’s Beauty Bronzing Drops dropped on Mar. 24, with a satiny finish and a formula that includes chia. Boomers, Gen-X and Millennials will begin singing the infomercial song; Gen-Z will fondly remember the ingredient from an Erewhon smoothie.
Haus Labs launched its Power Sculpt Velvet Bronzer on Mar. 28. It’s a powder-to-creme formula available in eight shades. Pro tip: Double up on these buildable formulas and use them as eyeshadow too.
RMS dropped a Cashmere Matte version of its Eyelights cream shadow on Mar. 26. The formula has a matte pearl finish and comes in eight nearly-neutral shades, including a pallid grey that founder Rose-Marie Swift said is inspired by a shade she used to paint on Gisele’s eyelids.
If you would like another lip gloss — and even if you wouldn’t — Fenty Beauty is here to tempt you. Its Gloss Bomb Oil launched three new shades on Mar. 26, including a lilac shimmer and a rosy brown that’s the stuff of ‘90s school dance dreams.
The brown mascara offerings continue! Last week, Lisa Eldridge did the honours. On Mar. 26, it was Ilia’s turn with a chocolate-coloured version of its Limitless Lash Mascara.
Beauty Creations Cosmetics debuted a Barbie collaboration on Mar. 27, which fascinated me because #Barbiecore is waning, to the point where someone is unloading all their hot pink Christian Louboutin inventory on The RealReal. When I asked founder Esmeralda Hernandez what would make Barbie merch sell in 2025, she said, “We see this collaboration as an opportunity to tap into both Barbie fans and beauty enthusiasts” and cited the brand’s “strong nostalgic appeal and its evolution towards diversity, inclusivity and empowerment” as elements that might create staying power. The collection includes 10 beauty items like lip oil, sponges, shadows and “pink setting powder,” all priced under $20.
Gracie Abrams is the new face of Hourglass Cosmetics. Starting Mar. 27, you can see her glowy cheekbones on digital and print ads. To announce the partnership, she did a video for The Zoe Report and tight interviews with Bazaar and Vogue — quite a change from just a few years ago, when celebrities would do 10+ chats for a campaign launch, which was often structured like a movie press junket, with separate looks pulled by top stylists.
On that note: Kim Cattrall is Charlotte Tilbury’s latest face, representing the Pillow Talk Soul Mates collection of heart-shaped compacts and gilded lipsticks. Cattrall is beloved, witty and hot — all the things Tilbury’s brand represents — and the fact that she’s 68 years old brings home the point that unlike Mad Happy crop tops, makeup doesn’t have an “age out” date, and neither do the bombshells who wear it. Cattrall’s chosen chat site was Elle.com, where her accompanying interview and Dolce Vita-esque photos will likely fuel more social media chatter around a future “White Lotus” role. (Can she be Tanya’s sister, investigating her gruesome death?)
On Mar. 28, Armani Beauty finally released its Vertigo Lift Mascara ($32) with a proprietary “Infinity Loop” brush that was apparently road-tested at the recent Oscars on winners Mikey Madison and Zoe Saldaña.
Laneige will unpack two fresh Glaze Craze shades, the deep purple Blueberry Jelly and the light pink Strawberry Sprinkles, on Mar. 29 — but technically, they debuted on influencer Golloria’s TikTok page on Mar. 22. Their shine is mesmerising.
Haircare
Ouai launched a St. Bart’s leave-in conditioner on Mar. 27 that merges its best-selling scent with a super-effective detangling formula. Founder Jen Atkin calls the franchise “a vacay to stay” (smart) and has lots of insights into how and why her brand keeps winning on Chrissy Rutherford’s “Fwd Joy” podcast.
Fragrance
Happy Birthday, Victoria’s Secret Bombshell! On Mar. 21, the fragrance turned 15, the same age as its most devoted customer. To celebrate, they threw a model-packed bash in Manhattan’s Meatpacking District that doubled as a packaging reveal: The $60 scent is now available in a substantial crystal bottle that looks more than a bit like Chanel’s Coco Mademoiselle.
“Grosse Point Garden Society” is a new NBC drama that feels like “Pretty Little Liars” crossed with a British reality show about orchids. It stars Aja Naomi King and Anna Sophia Robb, and now Scentbird has “a trio of fragrant elixirs” to celebrate it. They debuted on Mar. 25, along with perfume bundle boxes inspired by each character. Naturally, one of them includes Juliette Has a Gun.
Even if you don’t know the name Quentin Bisch, you’ve definitely smelled his work. The Givaudan nose created Carolina Herrera’s runaway hit fragrance Good Girl, along with Parfums de Marley’s best-selling Delina. On Mar. 26, he introduced Brasilis, a citrus-based scent for the South American heritage label Granado with mandarin, mint and lemon. The packaging is old-school to mirror Grandao’s roots as a traditional Brazilian pharmacy — think C.O. Bigelow, but with açaí.
And finally…
What is the Meghan Markle Effect on beauty now that her ShopMy page is live? It’s still very early — as of this writing, we’re two days in — but let’s look at some numbers.
The beauty page was thoughtfully curated to include lots of indie labels with female founders, including Thrive Causemetics and Summer Fridays. The formulas she recommends are excellent; she has amazing taste. But so far, none of the name-checked ShopMy brands are sold out, and none are getting any notable lift on Google Search. Contrast this with the more niche, more expensive fashion brands that told The Wall Street Journal’s Chavie Lieber they saw an immediate lift in sales after appearing on “With Love, Meghan.” Of course, a Netflix appearance is different from a ShopMy page, and because Mrs. Sussex is naturally beautiful, it’s trickier to say, “I want that blush” when you look at her. A striped La Ligne sweater has more visibility.
But here’s where things get wild: After Mrs. Sussex recommended a light pink Beyond Polish gel lacquer, the colour got nearly 12,000 clicks to its landing page, according to the site’s own visible counter. Per that same counter, the average Beyond Polish bottle gets 135 clicks, which means Meghan spiked their engagement by over 8,000 percent.
That means even if Mrs. Sussex isn’t directly driving immediate sales, she’s creating a new customer pathway that is instant and pretty extraordinary. The gap lies between that brand excitement and the click-to-buy model of ShopMy, which is what will presumably send direct cash to the Sussex house. Another snag: When People and E! report on Mrs. Sussex’s ShopMy picks, they use their own affiliate links, so if you’re learning about her Saie highlighter preference on InStyle.com and not on M.S.’s direct page, the media outlet gets the cash instead.
Meanwhile, in a stroke of wild luck, the killer Clare Waight Keller x Uniqlo trench coat recommended by Mrs. S. is still available online in every size — and it’s on sale. Score.
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