Beauty Broadcaster | What Happens When Gen Z Buys Beauty in a Game?

Only Got A Minute? ⏱️

Revealed: Investing in Brand Campaigns = Higher AOV

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they don’t have the data to prove it - until now.

🔐 Fospha’s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

🍸 Meet us at The Lead Summit - drinks on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venue—somewhere stylish in NYC’s FiDi district.

Expect bold conversation, sharp minds, and good wine—no speeches, no badge scans. Just the people driving the future of commerce.

🔒 Limited spots – Exact location revealed after RSVP

Sector Spotlight 🔦

Fenty Takes Roblox Commerce From Play to Pay

Fenty Beauty has become the first major beauty label to sell physical products inside Roblox, leveraging Shopify’s new Commerce APIs. The game-native checkout hands Gen Z shoppers a friction-free path from avatar to basket, signalling the next frontier for experiential e-commerce.

Charlotte Tilbury Expands to Mexico With Sephora Partnership

The prestige make-up label’s Latin American debut through Sephora Mexico and forthcoming department-store counters unlocks a high-growth $10 billion market, showing how partnered distribution plus cross-border DTC can accelerate global expansion without hefty CAPEX.

Our POV 👀

Ingredient Sourcing Disruption - A Wake-Up Call for Beauty eCommerce

The recent surge in U.S. tariffs on beauty ingredients is not just a temporary squeeze- it’s a strategic pressure test for the entire sector. With staples like niacinamide and panthenol seeing price hikes of up to 67%, the real question is no longer if your sourcing model is at risk - it’s how fast you can pivot.

This disruption is forcing brands to confront their over dependence on international suppliers. Synthetic substitutes and nearshore sourcing are back on the table, but they come with trade-offs. For brands built on a natural-first ethos, there's reputational risk in altering formulations-especially when today’s consumer is label-literate and values-driven.

For eCommerce leaders, this is a moment to act-not react. Transparency isn’t optional. Brands must get ahead of the narrative, explaining why ingredient changes are happening and how quality is being preserved. Done right, this can strengthen trust. Done poorly, it erodes loyalty.

There’s also a growth lever hidden in this turbulence. Investing in local, traceable supply chains not only mitigates geopolitical risk-it positions your brand on the right side of sustainability, regional storytelling, and ethical commerce.

In short, this isn’t just a supply chain issue. It’s a brand equity play. The winners will be those who adapt swiftly, stay honest, and evolve without compromising their core.