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  • Skincare Unboxed | Rhode Escapes to a European Beach Club for the Summer

Skincare Unboxed | Rhode Escapes to a European Beach Club for the Summer

Plus, "Main Character Energy" Dominates Summer Beauty Trends

Author

Sophie Bruxner-Randall
July 09, 2025

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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.

Editor’s Pick 🌟

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

Sector Spotlight 🎥

BRAND EXPANSION

Beauty of Joseon, a K-beauty brand known for viral sunscreens, is expanding into Sephora, targeting U.S. customers with a diverse product range. This move underscores a pursuit of enhanced market penetration and an alignment with discerning skincare enthusiasts. Expect strategic growth, leveraging cultural specificity and advanced FDA-approved formulations for broad consumer appeal.

DERMO-COSMETICS EXPANSION

La Roche-Posay aims for $3.5bn in sales, leveraging its prescription and patient-centric strategy to lead the dermo-cosmetics industry. Pioneering research in neuroscience, microbiome science, and molecular innovation supports its growth, appealing to a market leaning towards medical-based beauty solutions.

BRAND BUILDING

Hailey Bieber's Rhode has transformed Gran Folies in Majorca into a vibrant summer beach club, showcasing the brand's Lemontini Peptide Lip Tint through an immersive, in-person experience aimed at connecting with the European audience.

The event emphasizes Rhode's strategic focus on creating unforgettable, tangible interactions that strengthen brand loyalty and excitement among customers. The initiative also demonstrates social responsibility, with the Rhode Futures Foundation supporting local community efforts in Majorca.

BEAUTY MARKET TRENDS

Rhode's collaboration with Revolve highlights the growing emphasis on personalized beauty, with strategies centered on mixing styles and products that resonate individually.

Revolve's effective deployment of these trends reflects significant sales growth, with double-digit increases in its beauty sector amidst industry downturns. Insights from Revolve include expanding global brand representation and leveraging virality to attract and retain a diverse customer base.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.