Suave Bets Big On Sensitive Skin

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025

Skincare Unboxed

Here's what's happening this week in the world of skincare marketing:
- Suave moves into fragrance-free, barrier-first mass skincare
- Gen Alpha brand Saint Crewe launches clinical clean lineup
- Allure awards reset Q4 winners and shelf priorities
- Indie playbooks shift to legacy and education-led growth
- AI advisors begin shopping for consumers, not just advising

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Suave introduced a five-SKU lotion range with a first-ever fragrance-free option for sensitive skin and barrier-supporting actives like ceramides, prebiotics, and aloe. Mass retailers get a credible, value-priced entrant as consumers trade up to derm-guided claims without premium pricing. Expect assortment shifts and performance marketing opportunities around sensitivity, barrier repair, and allergen-free positioning.

Saint Crewe launches a clean, clinically tested range designed for Gen Alpha and Gen Z with 50%+ PCR, fully recyclable packaging and retailer-compliant formulas. The brand leans into mental well-being and gentle routines, signaling a move away from harsh actives in tween skincare. Opportunity for brands: align creative, claims, and safety standards to retailer policies as parents drive purchase decisions.

Allure’s 2025 Skin category winners highlight formulas that balance efficacy with gentleness across skin types, from K-beauty cleansers to derm-developed masks. These lists drive immediate demand spikes, shelf resets, and SEO lift for winners and close competitors. Marketers should sync paid search, retail media, and PDP badges to capitalize on award-driven discovery.

Actress-entrepreneur La La teams with Skincare Bakery Shop on dessert-inspired body care and scrubs that lean into sensorial fun while touting hydrating oils and exfoliating botanicals. This underscores the ongoing celebrity-led, concept-driven skincare playbook aimed at social virality and giftability. Expect limited drops, creator-led storytelling, and strong Q4 gifting potential.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Indie Brands’ Playbook: Legacy Over Scale: Forbes profiles Sirobé’s slow-growth, education-first, collaboration-led model, signaling retention and community as smarter KPIs than rapid scale.(More)

AI Advisors Start Shopping For Consumers: Haut.AI’s Skin.Chat positions AI to build regimens and drive cart adds, a testbed for higher AOV and conversion in DTC and retail.(More)

Encapsulated Mineral SPF Goes Mainstream: Herbar’s Sun Shield leans on encapsulation to cut white cast and improve barrier compatibility, raising the bar for inclusive SPF claims.(More)

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