By now, I’m sure the word “demure” has been peppered across your feed and throughout your conversations.

I’ve seen countless brands over the past week jump on the trend coined by Jools Lebron, including entertainment brands digging through archives of their old TV shows and movies to “join” the conversation.

We’re just months shy of 2025 - I recognize it’s almost expected for brands to take part in social trends and move quickly. 

But, is focusing solely on trend-based content targeted at Gen Z enough for a beauty brand’s survival today? 

Personally, I can’t help but root for the brands that go their own way. I have hope that Clinique, a brand with such a strong DNA, can find its footing again (without necessarily hopping on all the trends and focusing only on the youngest age demo).

While trends help with relevance, investing also in the development of original content to elevate your brand, and boldly telling your own story, is key for growth in the long-term.

And speaking of growth, this week’s Red Lip Rundown 💄 features tips to turn the tide for heritage beauty brands experiencing declining brand value, and a snapshot of indie founders navigating growth decisions - from building brand stories to investing amidst capital challenges.

READING ROUNDUP - ARTICLES TO CHECK OUT

Learn from industry experts on strategies to reenergize a heritage beauty brand and reverse declining brand value. Explore the decision brands face in fueling growth: whether to tap into outside investment or to take a different path given the “clawback of capital.”

• As Sephora Scales Back Clinique, Here’s How Beauty Insiders Would Reinvigorate It - Beauty Independent

• How Bootstrapped Beauty Brands Are Growing - Business of Fashion

• She Launched Her Black-Owned Beauty Brand with $1,500 in Her Pockets — Now Her Products Are on Sephora's Shelves - Entrepreneur 

PRESS PLAY - PODCASTS + CLIPS TO NOTE

Listen to indie beauty founders as they share their journeys in building brand stories, investing in research and focus groups, leveraging fundraising to reach milestones, and the critical role of mentorship.

• GEMS: The Glory of the Fundraise with Bubble Skincare founder Shai Eisenman - Female Startup Club

• amika x OCOA beauty | the importance of mentorship for beauty founders

• Kulfi founder on creating a brand rooted in her culture

PENCIL THIS IN - UPCOMING EVENTS

Catch up with beauty besties at these virtual and IRL moments.

• 8/17 and 8/18: Sol de Janeiro Sol-Cial Club - 38 Gansevoort St, New York, NY - Discover the brand’s products, take part in photo moments, and more. Free and open to the public.

JOB BOARD - EXCITING ROLES IN THE BEAUTY SPACE

Now hiring - check out these roles in the industry.

1. Director of Social Media & Content at Pixi Inc - On-site - Los Angeles, CA

2. Senior Manager, Social Media at Briogeo - Remote

3. Paid Media Manager at PATTERN - Hybrid - West Hollywood, CA

4. Senior Marketing Manager at Verb - Hybrid - New York, NY

5. Director, Education & Events at Summer Fridays - Hybrid - Los Angeles, CA

💌 Message me on LinkedIn if there’s anything else you’d like to see in future editions.

xx Saba Bokhari

Disclaimer: The views, thoughts, and opinions expressed are the author’s own and do not represent the views, thoughts, and opinions of the author’s workplace.