The 3 Moves That Decide Who Wins Peak 2025

Plus: How Rhode’s instant success at Sephora is changing the wider beauty industry

Author

Avinash Duggempudi
October 09, 2025

Skincare Unboxed

Here's what's happening this week in the world of skincare and beauty marketing:
- TikTok Live scales creator-led selling and revenue
- Rhode rewrites Sephora launch and pricing playbooks
- CeraVe takes dermatologist skincare courtside with NBA
- Ninja fronts 24-hour stream for skin cancer checks.
- Klairs drops TikTok Shop-only skin flooding trio.

⏱️THE MINUTE READ

Juvenon suspected upper-funnel spend were fueling growth, but pixel reporting undervalued them, pushing spend to the bottom funnel.

With Fospha’s Halo, they unified DTC and Amazon sales and uncovered the truth: TikTok was 9X stronger than reported, DTC performance was under-credited by 2.9X, and upper funnel became their growth engine.

  • 📈 +18% revenue growth QoQ

  • 📉 20% CAC improvement YoY

  • 🚀 10X upper-funnel SoW growth

📌WEEKLY MUST-KNOWS

TikTok Shop’s live selling has become a core revenue engine, with 8 million hours of Lives in 2024 and brands posting seven-figure results via creator and seller streams. This shifts budgets toward live, affiliate, and creator-hosted commerce while proving success beyond “instant-result” categories. CMOs and performance teams must build live-specific launch plans, inventory holds, creator enablement, and measurement.

Rhode did an estimated $10 million in its first two days at Sephora, capturing 35% of day-one sales and shifting 40% of buyers from Ulta, Target and DTC. The launch resets acquisition and retail playbooks: community-led brands can scale fast in prestige with accessible pricing and unified brand merchandising. Strategics, buyers and operators will revisit timing of exits, category adjacency, and value pricing.

CeraVe struck a multiyear deal as the NBA’s Official Skincare and Haircare Partner, blending co-marketing and community initiatives. The move targets younger, diverse, active consumers and pushes derm-developed care deeper into sports culture. Expect cross-season activations, education, and sampling that lift brand equity and retail velocity.

ACNE INNOVATION
Byoma Launches Barrier-First Blemish System
Byoma debuts a clinically tested blemish line powered by patent-pending Clearamide Complex and salicylic acid, extending barrier science to both face and body acne. The six-SKU system aims to reduce irritation while delivering efficacy, backed by extensive third-party trials and measurements. This raises the bar on claims and shifts acne care toward long-term skin health rather than aggressive short-term clearing.

⚡QUICK READS

La Roche-Posay Launches 24-Hour Gaming For Cause: Partnering with Ninja, the livestream funds global mole checks and prevention, signaling the power of gaming-native health education and cause marketing at scale.(More)

Bubble Names Leighton Meester Global Ambassador: The ‘Radical Joy’ 360 campaign brings aspirational-yet-accessible storytelling across social, OOH, retail and e-commerce to drive mass prestige perception.(More)

Klairs Debuts TikTok Shop-Exclusive Skin Flooding Trio: A platform-only bundle aligned to seasonal hydration trends shows how creators and brands can test DTC kits and conversion on TikTok Shop ahead of Q4.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division