Mugler Returns to Makeup with L’Oréal

Plus: Hourglass launches customizable holiday palettes

Author

Zihan Lyu
September 03, 2025

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce:
- Mugler x L’Oréal reenters makeup with global drop
- Hourglass launches customizable holiday palettes
- TikTok nail aesthetics are reshaping SKU planning

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📌WEEKLY MUST-KNOWS

Mugler returns to makeup via a limited-edition collection with L’Oréal Paris, spanning cushion foundation, liners and skinified lipsticks, backed by a Kendall Jenner campaign and global rollout including the US. The tie-up blends accessible luxury with archive-driven storytelling, designed to spike earned media and retail traffic ahead of Fashion Week.

L’Oréal’s Beauty Genius assistant, Haut.AI’s SPF Truth Booth and Paula’s Choice Taiwan’s AI analyzer mark a pivot from novelty to measurable impact, with Paula’s Choice reporting 104% over target conversions. The signal: AI diagnostics plus education is converting, not just engaging. Teams should ready first-party data capture, content ops and attribution for AI-led journeys.

Hourglass drops its Holiday 2025 Ambient Lighting Edit Unlocked collection on Sept. 6, featuring customizable palettes, 12 new shades, and packaging by tattoo artist Sasha Unisex, with 5% of net profits supporting the Nonhuman Rights Project. Early holiday placement plus values-led storytelling aims to drive preorder velocity and giftable ASPs. Expect strong DTC and Sephora sell-through, boosted by UGC-friendly artistry and refillable-like curation.

⚡QUICK READS

Louis Vuitton Enters Color With LV Rouge: LV’s $160 red lipstick crafted with Pat McGrath underscores luxury houses’ deeper push into high-margin color, tightening competition at the ultra-premium tier.(More)

Nail Aesthetics Go Hyper-Specific On TikTok: Strawberry milk, cowgirl and junk nails trend, shaping content calendars and seasonal SKU bets for accessories-like nail drops.(More)

La La Anthony Teams With Skincare Bakery: Body butter drops Sept. 27 with a live event, spotlighting celeb-led collabs plus live commerce to drive first-day sellouts.(More)

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