Beauty’s “toyification” trend turns makeup into charms, collectibles and tactile objects. The packaging is built for cameras, nostalgia and repeat buying.

The $148 SKIMS Advent calendar went viral for the wrong reasons. The unboxings, complaints and refund offer reveal how creator criticism can move a brand.

GRWM videos turn makeup and morning routines into friendship, storytelling and shopping. The format looks casual, but its appeal is surprisingly precise.

Kate Spade’s 2026 holiday campaign brings Bretman Rock, Sally Carden, 4inthe5 and Micky Gordon together in a creator-led pitch for joyful personal style.

Tinted sunscreen, acne tips and hair tutorials are climbing in creator search data. Here is how to enjoy the trend without treating virality as expert advice.

Martha Stewart apologized after a Halloween post depicting homelessness drew criticism. The controversy shows why intent alone cannot repair harmful content.

Michael Kors says TikTok Shop is running at nearly four times expectations. The early result shows creator commerce working, but not a full turnaround yet.