Legacy beauty companies are competing in an arms race to buy up the most buzzworthy, trendy and innovative brands.
Revlon is the latest to announce a new restructuring plan that puts the company’s individual brands at the center of its strategy, rather than retail channels. Revlon’s branches of business will be divided and organized into four categories: the Revlon brand, Elizabeth Arden, which Revlon acquired in October, fragrances and portfolio brands, which includes Almay, Mitchum, Gatineau, SinfulColors and Pure Ice cosmetics.
To read the rest of this story, please visit Glossy.
More in Marketing
An introvert’s guide to navigating Cannes Lions 2026
How to enjoy Cannes Lions when you’re a true introvert.
The official judgmental map of Cannes Lions 2026
This map won’t tell you where to go during Cannes Lions. It will tell you where you actually are.
The definitive Digiday guide to what’s in and out at Cannes 2026
Here’s what’s in and out for the Cannes Lions International Festival of Creativity.