In Review, February 2025: Headline highlights from Estée Lauder, Huda Beauty, Unilever and more...

February was another busy month for the beauty industry, from new store openings and senior leadership appointments to acquisitions, trends, and more.

Here's a round-up featuring February's big beauty headlines from businesses including Unilever, Estée Lauder, Molton Brown, and more, as well as the top features content from TheIndustry.beauty.

Unilever boss leaving after less than two years at the helm

Unilever CEO Hein Schumacher will leave next month after less than two years in the top job, the consumer goods giant has revealed. He will be replaced by recently appointed Chief Financial Officer Fernando Fernandez, who was President of Beauty and Wellbeing before taking on the top finance role at the firm in January 2024.

Estée Lauder reshuffles leadership team as it slashes up to 7,000 jobs

The Estée Lauder Companies announced a new organisational structure and executive team, as it more than doubled job cuts to as many as 7,000 worldwide as part of a cost-saving overhaul. The US-based company plans to increase job losses from 3,000 to between 5,800 and 7,000 as it braces for tariff increases amid fears of a global trade war sparked by US President Donald Trump.

Huda Beauty sells fragrance line KAYALI

Huda Beauty is selling its ownership in fragrance brand KAYALI to its co-founder Mona Kattan and growth equity firm General Atlantic. The partnership provides the resources and expertise to accelerate the brand’s evolution while maintaining its authenticity, creativity, and deep connection with its community.

British brand founder Jules Von Hep exits Isle of Paradise

Seven years ago, Jules Von Hep harnessed his tanning knowledge and expertise to create one of the most-loved self-tanning brands on the high street - Isle of Paradise. Earlier this month, founder Hep has announced he has officially resigned from the brand.

Dolce & Gabbana opens 'first-of-its-kind' beauty boutique in Covent Garden

Dolce & Gabbana opened its first beauty boutique in the heart of London’s Covent Garden. The new space features the luxury brand's exclusive selection of cosmetics and signature fragrance collections, as well as a makeup consultation area.

No7 appoints Global Brand Director

No7 Beauty Company appointed Leanne Carden as its new Global Brand Director for the No7 brand. Carden started her career at Boots as Assistant Marketing Manager of Events in 2006, having first joined the No7 team as Brand Marketing Manager in 2013.

Elemis revs up marketing strategy with new F1 partnership

British brand Elemis entered a new multi-year partnership with Aston Martin Aramco Formula One, becoming the team's Official Skincare Partner. Under the new partnership, the luxury skincare brand aims to promote inclusivity within the world of Formula 1, which has recently seen a shift in fan demographic.

Unilever nearing £230 million deal for Wild

Earlier this month, news emerged that Unilever was closing in on a £230 million deal to acquire plastic-free personal care brand Wild. The group was rumoured to have agreed the terms of a transaction to acquire Wild from its founders and early-stage investors.

Merit names first UK retail partner as it continues expansion

Merit selected Sephora as its first retail partner in the UK, marking the brand's brick-and-mortar debut in the region. After entering the UK via its direct-to-consumer website in February 2023, the new partnership will represent the first time customers can shop the beauty brand in person across the region.

Estée Lauder unveils new profit recovery plan after sales decline in golden quarter

The Estée Lauder Companies launched a new strategic plan to restore sustainable growth and recover profit after sales dropped in the golden quarter.  The company saw net sales decrease 6% to $4 billion (£3.2 billion) in the second quarter ending 31 December 2024, compared to $4.2 billion (£3.3 billion) the previous year.

REOME introduces 'groundbreaking' new ingredient with biotech firm Debut

London-based skincare brand REOME unveiled its latest launch, featuring a "groundbreaking" new ingredient created in partnership with L'Oréal-backed biotech lab Debut. The Firming Eye Treatment is powered by DHK-3, a triple-hydroxy flavonoid found in multiple therapeutic plants, but one which has never been available as a pure ingredient at scale, until now, thanks to "immense advancements in biotech-enabled ingredient mimicry".

Molton Brown partners with shoe designer Ancuta Sarca for new fragrance launch

Molton Brown unveiled the second chapter of its Artists of Note series, celebrating its new floral-fruity scent with London-based shoe designer Ancuta Sarca. Reflecting Bluebell & Wild Strawberry, Sarca’s deadstock velvet-and-leather mules attempt to capture the energy, colour and contrasts of the fragrance.

L’Oréal Paris welcomes actress Gillian Anderson as Global Ambassador

L’Oréal Paris named multi-award-winning actress, writer and activist Gillian Anderson as its new Global Ambassador. Under the partnership, Anderson stars in the new Age Perfect campaign, helping to empower women over 50 to chase their goals.

Revolution Beauty founder Adam Minto returns to industry with 'disruptive' new venture

Back in 2022, Revolution Beauty founder Adam Minto exited when the brand was being investigated for failing to complete its auditing quickly enough. Now, in 2025, Adam and Sally Minto are back in beauty after announcing their disruptive new venture. Fittingly, the new beauty venture is titled Rebel Rebel.

Simon Ourian M.D. enters wellness with new personalised supplements

Simon Ourian M.D. launched a new category of personalised nutrition supplements, combining the precision of advanced AI technology with nature’s finest ingredients. The expansion aligns with the brand’s commitment to holistic wellbeing, promising  solutions that are tailored to consumers' unique wellness goals.

Prai Beauty changes ownership as it enters 'new era of growth'

Skincare brand Prai Beauty was acquired by The Dodo Group, in partnership with Luxury Brands LLC. The deal attempts to position the pro-ageing brand for "rapid expansion", while maintaining its core values of efficacy, innovation and empowerment in skincare.

Sephora to open second store in Manchester amid rapid expansion

Following the success of its first store outside of London at Manchester’s Trafford Centre last year, Sephora announced the opening of its second location in the city. It is getting ready to open at shopping destination Manchester Arndale this summer.

Unilever annual sales rise with 'strong' growth across beauty and wellbeing

Unilever, the owner of Dove, Simple and Hourglass Cosmetics, reported underlying annual sales growth of 4.2% in 2024, with sales increasing across mass market and prestige beauty. The company saw turnover increase 1.9% to €60.8 billion (£50.7 billion), with its power brands representing 75% of turnover.

Olaplex unveils new brand identity and launches scalp care innovation

Olaplex entered a new chapter, launching a refreshed brand identity to reflect its commitment to empowering both customers and stylists worldwide. As part of its evolution, the brand has also launched a new No.0.5 Scalp Longevity Treatment, designed to establish the foundation for long-term scalp and hair health.

Aesop opens debut store in North of England

Luxury skincare brand Aesop landed at Victoria Leeds, marking its first store opening in 2025 and debut in the North of England. The store delivers the Australian-born brand’s full fragrance, skincare, haircare, and bodycare range across a sequence of three rooms.

Bloom and Blossom continues expansion with nationwide launch at Boots

British brand Bloom and Blossom launched into Boots stores nationwide, marking a significant milestone for the business as it continues to grow. Its partnership with the high street chain builds on the brand's ambition to become "the bodycare companion to women at each key life stage, in an easily accessible way".

Jacquemus enters 'beauty chapter', signing exclusive deal with L'Oréal

Jacquemus signed a new long-term, exclusive beauty partnership with L’Oréal Group. The beauty giant also invested in the luxury fashion brand, "supporting its independent development".

Beauty Pie adds former Trinny London CMO to leadership team

Online brand Beauty Pie appointed Shira Feuer as its new Chief Marketing Officer. Having served as an consultant to Beauty Pie since last year, Feuer brings extensive experience from Trinny London after working in the same role from 2019 to 2024.