BEAUTY BROADCASTER | Ulta's Space NK Move Brings K-Beauty Shops to US

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce:
- Biotech skincare lands fresh capital to scale.
- Space NK adds Soko Glam shop-in-shops across doors.
- Urban Decay faces backlash over creator alignment.

📊 Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

CAPITAL & BIOTECH
Indie Biotech Beauty Brand OneSkin Grows With Prelude Growth Partners

OneSkin, a biotech-driven skin longevity brand, secured a $20 million Series A from Prelude Growth Partners. Fresh capital signals investor conviction in science-led skincare, clinical validation, and channel expansion. Biotech-first brands and retailers will feel competitive pressure as efficacy and data become table stakes.

OMNICHANNEL RETAIL
Soko Glam to Launch K-Beauty Shops-In-Shop at Space NK
Space NK is rolling out Soko Glam shops-in-shop, expanding curated K-beauty access inside a specialty retail footprint. The move—coming on the heels of Space NK’s acquisition by Ulta Beauty—reshapes assortment strategy and co-op marketing opportunities.

INFLUENCER & BRAND SAFETY
L’Oréal Faces Backlash After Recruiting OnlyFans Model to Promote Teen-Popular Makeup Brand
L’Oréal’s Urban Decay drew criticism after tapping an OnlyFans creator as an ambassador. The incident spotlights rising brand safety, age-gating, and retailer guidelines risks for beauty brands courting Gen Z. Expect tighter creator vetting and stronger governance across paid creator programs.

⚡QUICK READS

Jazwares’ Squishmallows and SNAPBRANDS Partner for Makeup Collection: Squishmallows debuts an Ulta-exclusive makeup line, signaling licensed IP as a traffic and basket-size lever for Gen Z beauty shoppers. (More)

DIENDE: Pushing Boundaries and Redefining Beauty's Status Quo: Biotech brand DEINDE projects $8–10M in 2025, leaning on TikTok Shop as its primary channel—evidence that social commerce can scale science-led skincare. (More)

Clinique Launches in the Amazon.com.mx Premium Beauty Store: Clinique’s entry into Amazon’s Mexico Premium Beauty signals accelerated LATAM marketplace bets—brands should plan for localization and cross-border ops. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division