Mid-Year Beauty Pulse: Three Moves Shaping 2025

MCOBEAUTY
MCOBEAUTY, the buzzy Australian beauty brand, officially landed in the UK on 21 July 2025 with its first appearance at SUPERDRUG. Known for “affordable luxury,” every item is priced at £15 or less, quickly winning over beauty lovers.

E.L.F. BEAUTY
On 28 May 2025, E.L.F. BEAUTY acquired RHODE in a deal valued at up to US $1 billion. Launched in 2022 by Hailey Bieber, RHODE is famed for minimalist, fragrance-free, non-comedogenic skincare that delivers the viral “glazed-skin” look and resonates strongly with Gen Z. Hailey Bieber will stay on as Chief Creative Officer and Head of Innovation, steering product development and brand strategy. E.L.F. BEAUTY says the purchase signals its strategic push into prestige skincare and aims to leverage RHODE’s influence to capture even more young consumers.

FENTY BEAUTY climbed three spots in this year’s Beauty Index to secure 3rd place—its highest ranking ever—after finishing 5th in 2023.
• Consumers applaud the brand for living the values they support: they see FENTY BEAUTY as the top label using campaigns to champion diversity and gender identity, a spirit that is mirrored in its products.
• Following its 2024 Sephora launch in China, FENTY BEAUTY has doubled down on the market, boosting its digital-marketing score and raising engagement across every tracked Chinese social platform.