Help, I have a 24 Step Shower Beauty Routine
"Skinification" trend, Crumbl Cookie scented deodorant, and 2024's top performing beauty brands.
This week, Business of Fashion’s Beauty Correspondent, Liz Flora, discussed the growing "skinification" trend, where skincare-inspired products for hair and body are gaining popularity, despite criticism of hyper-consumerism, in her article “The Multi-Step Beauty Routine Moves Beyond the Face”. Largely driven by influencer content and a growing demand for innovation, the skinification trend have fueled elaborate multi-step routines that go far beyond just the face, now including detailed hair, body, and even hand-care regimens.
As consumers crave new ways to boost their physical and mental well-being, the lines between what we actually need and what we’re told we want seem to blur more and more.
As the year comes to a close, I’ve spent this week reorganizing my beauty dresser 🫣, throwing away expired makeup (preservatives in makeup have a limited lifespan—throw away that old mascara!) and empty containers. Despite discarding so many items, I still had SO. MUCH. STUFF!! My bathroom has grown into a mini Sephora over the last year.
Think I’m exaggerating (we listen and we don’t judge)? These are all the products that live in my shared bathroom space:
Hair:
Oribe Hair Alchemy Resilience Shampoo & Conditioner Liters
Tony Maleedy Juniper Scalp Therapy Shampoo
Oribe Signature Moisture Masque
Body:
Fur Oil
Fur Ingrown Concentrate
skinfix AHA/BHA Renewing Cream
skinfix AHA/BHA Niacinamide Exfoliating Pads
skinfix Glycolic Renewing Scrub
skinfix KP + PsO Smoothing Body Treatment
Dove Deep Moisture Body Wash
Face:
La Roche Posay Toleriane Hydrating Gentle Face Wash
Drunk Elephant Protini™ Polypeptide Cream
Drunk Elephant T.L.C. Framboos™ Glycolic Night Serum
Drunk Elephant T.L.C. Sukari Babyfacial™
Drunk Elephant C-Firma™ Fresh Day Serum
CeraVe Hydaring Makeup Cleansing Balm
ma:nyo Pure Cleansing Face Oil
Trader Joe’s Micellar Cleanser and Makeup Wipes
Fenty Skin Plush Puddin’ Intensive Recovery Lip Mask
Olaplex Lashbond Building Serum
EltaMD UV Daily SPF 40 Tinted Sunscreen
Dermatologist prescribed Azelaic Acid 20%
Dermatologist prescribed Hydroquinone 4% (for dark spots)
Dermatologist prescribed Tazorac (Retin-A; stronger than tretinoin)
Total: 24 products, ~$1,357 USD. Yikes!
Not quite Carrie, but you get the dramatic gist. Have I really fallen victim to the “everything shower” trend thinking that all these products would dramatically improve the look of my skin, face, and hair?
It begs the question—are we truly enhancing our well-being with these extended regimens, or are we just indulging in another trend that prioritizes consumption over conscious care? Let me know in the comments—and share how many products you have in your routine!
📰 This Past Week in Beauty
11/27-12/4
Japanese skincare brand Tatcha is expanding into Ulta Beauty.You’ll be able to shop for their bestsellers like ‘The Silk Serum’ and ‘The Essence’ starting Jan 1, 2025 (online) and in all doors starting in February.
Interparfums has secured the fragrance and cosmetics license for Off-White, set to begin in 2026 after the current agreement with New Guards Group ends. The deal follows Off-White’s sale to Bluestar Alliance, with its beauty line, Paperwork, launched posthumously in honor of founder Virgil Abloh.
Olaplex’s former Chief Revenue Officier, Stauart Leitch, has been named CEO at derm skincare brand Skinfix. Amy Gordinier will remain active in the brand and continue to serve as Founder.
Revlon Group Holdings has named Michelle A. Peluso as CEO, effective November 4, and added her to its Board of Directors. Peluso brings extensive leadership experience, including roles at CVS Health, IBM, Citi, Travelocity, and Gilt, and currently serves on Nike's Board of Directors.
Boum Boum! French makeup brand Violette_FR, founded by Violette Serrat, has successfully closed a Series B funding round which will help drive the brand’s next phase of growth and help its global expansion.
TikTok is banning beauty filters for teens (under 18).
Shiseido’s shares have plummeted to an eight-year low after investors reacted coolly to its recovery plan for sluggish sales in China, the company’s largest market outside Japan. The strategy focuses on brand reinforcement, profitability, and operational improvements but comes amid declining consumer sentiment, a 22.7% drop in travel retail sales, and a reduced profit outlook from 9% to 7% over the next two years.
Traackr’s annual ranking of top-performing beauty brands names Sephora as the leading U.S. brand, nearly doubling the VIT Score of L'Oréal Paris, Rare Beauty, Kylie Cosmetics, and Fenty Beauty. Category leaders include Rare Beauty for makeup, CeraVe for skincare, L'Oréal Paris for hair care, and Sol de Janeiro for fragrance, with VIT scores highlighting influencer campaign success.
The African beauty and personal care market is projected to grow by $8.18 billion between 2024 and 2028, driven by rising demand for anti-aging and natural ingredient-based products, alongside increasing e-commerce penetration. Key challenges include consumer concerns about synthetic chemicals and the illegal use of toxic ingredients, while opportunities lie in catering to Afro-textured hair, Halal-certified cosmetics, and eco-friendly packaging.
Just In. Check out Spate’s 2025 Top Predicted Beauty Trends for skincare, hair, and makeup:
🎬 Aisle Spotlight
Best of campaigns
Sol de Janeiro is bringing the vibrant energy of Brazil to Art Basel Miami Beach 2024 with Jardim Sol de Janeiro: A Garden for the Senses. Running from December 4–8 at the Miami Beach Botanical Garden, this immersive installation blends art, fragrance, and lush floral designs to celebrate the brand's beloved Cheirosa perfume mists and iconic body creams.
The showcase features reimagined Brazilian orelhões (Rio’s colorful "big ear" phone booths) transformed into art portals by emerging Brazilian female artists. Each booth highlights a Cheirosa scent inspired by pivotal cultural moments like the Tropicalia movement and the "Girl from Ipanema." With eco-conscious designs and interactive storytelling, the installation promises a sensory journey that connects visitors to Brazilian beauty and creativity.
e.l.f. Beauty is spotlighting resilience and self-expression in its latest Show Your(s)e.l.f. film series episode, featuring avant-garde artist and bionic pop icon Viktoria Modesta. Premiering at Art Basel Miami Beach on December 5, this inspiring short celebrates Modesta's journey of turning a limb difference into a symbol of empowerment and limitless potential.
Continuing its mission of inclusivity, e.l.f. is donating to organizations close to Modesta’s heart, such as the Amputee Coalition and AstroAccess. The event includes a screening of The Birdcage as a tribute to self-expression, making it a night of bold beauty and authenticity.
🛍️ Just In
launches you can’t miss (or can you?)
💄 K-beauty brand CosRx has introduced two new radiance-boosting masks: the Peptide Collagen Hydrogel Eye Patch and the Advanced Snail Mucin Glass Glow Hydrogel Mask. The eye patches target under-eye concerns like puffiness and fine lines, featuring peptides, hyaluronic acid, and caffeine for hydration and elasticity, while the snail mucin mask deeply hydrates, brightens, and soothes skin, transforming transparent as it absorbs.
💄 “Rebellion meets refinement”. The Rolling Stones have launched their first fine fragrance, RS No.9 Eau de Parfum, a unisex scent inspired by their rebellious legacy and timeless style. Featuring bold notes like leather and oud, the limited-edition fragrance is available exclusively through their Carnaby Street store and website.
💄 Want to smell like a Crumbl cookie?? Dove is partnering with Crumbl on a collection of body-care products. There’s no official launch date yet, but you can purchase a confetti cake deodorant on Walmart.com.
💄 Rare Beauty is expanding its body-care line with the Find Confidence collection, launching December 12, featuring the Bouncy Body Cream ($55) and the Find Comfort Body & Hair Fragrance Mist ($43), both infused with a vibrant peach-floral scent. Selena Gomez designed the collection to inspire confidence with nourishing ingredients and a burst of energy, perfect for revitalizing the skin and lifting spirits throughout the day.
💄 Stay tuned! Benefit Cosmetics is launching a new brow product, Mighty Fine Brow Pen, which allows you to draw ultra-fine lines in a single stroke mimicking the hair-by-hair technique.
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“I like my money where I can see it - hanging in my closet.” *(Falling out of my 9 drawer makeup dresser)