Brands' Interest in Established Platforms and Overlooked Apps

It’s that time of year again. To wrap up 2022 on the Glossy Beauty Podcast, West Coast correspondent Liz Flora, beauty and wellness editor Emma Sandler, and senior reporter Sara Spruch-Feiner sat down from New York and Los Angeles to have a Zoom chat about the biggest beauty industry trends of the year.

The power of short video for beauty was more obvious than ever this year, thanks to not only the impact of viral TikTok trends driving sales spikes for brands, but also to an influx of social platforms emphasizing the format. But challenges with social advertising due to Apple’s iOS policies, along with Gen Z’s love of shopping at retailers, have driven more beauty startups offline and into retailers. Meanwhile, the jury is still out on what role the metaverse will play in future beauty sales, with brands experimenting with a variety of campaigns in virtual worlds.