The transformation challenge has gone viral, prompting beauty influencers such as James Charles and Nikkie de Jager to participate.

The multimedia fundraiser, aptly digital-native for sequestered participants, goes live on Thursday, May 28.

The trend emerged last week on the social media app and has since surpassed 3.7 million views.

While masks cover the face and mouth, makeup brands are focusing on eyes as a stronghold category. Here, see the latest color launches for eyes, from mascara to eyebrow and lid pens.

The campaign aims to invigorate founders during the coronavirus pandemic.

L’Oréal promotes from within while Kosé and Dermalogica get new GMs.

Coty says yes — but analysts aren’t so sure.

“We need to write history and create a new culture of beauty,” said Vasiliki Petrou.

E.l.f. saw sales increase during the last fiscal quarter, but sales have dipped since the pandemic took hold.

Farmacy and Fenty Beauty are among the brands launching with Sephora on Tmall.

The product is the subject of thousands of consumer lawsuits over potential cancer-causing asbestos contamination.

The at-home teeth-straightening company says its reputation was “sullied” and business “unjustly harmed.”

He will continue to advise the brand while working as a consultant.

After closing in March, Sephora stores will begin reopening with a long list of safety precautions.

Emily Weiss announced the news in a company blog post.