The 3 Moves That Decide Who Wins Peak 2025

Plus: CeraVe moves into sports with NBA pact

Author

Avinash Duggempudi
October 09, 2025

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- TikTok Live scales creator-led selling and revenue
- Rhode rewrites Sephora launch and pricing playbooks
- CeraVe takes dermatologist skincare courtside with NBA
- R.E.M. x Wicked drops to juice Q4
- Amazon backs K-beauty globalization and US IP

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

📌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.

Former Unilever Prestige chief Vasiliki Petrou launched Veralis Group, an advisory and investment firm focused on beauty, wellness, longevity and consumer health. Operator-led capital entering the category signals a shift toward significant stakes and hands-on scaling for founder-led brands. Expect greater competition for high-potential skincare and diagnostics players, plus more disciplined brand building.

⚡QUICK READS

R.E.M. Beauty’s ‘Wicked: For Good’ Collection Is A Dream Come True: R.E.M. Beauty’s film-tied drop shows how entertainment IP bundles can drive Q4 demand and higher AOV across DTC and Ulta.(More)

K-Beauty Expansion: Kolmar Korea Partners With Amazon, Mamonde Launches On Lyko: Amazon’s partnership with Kolmar and USDA-backed IP protection for Riman highlight ODM-led scale, EU retail entry, and US market readiness for K-beauty.(More)

PLPS Prints Labels For Manic Panic’s Breast Cancer Initiative: Cause-led Pink Warrior packaging with a year-round 15% giveback marries shelf standout with loyalty during Breast Cancer Awareness season.(More)

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