Beauty Industry

Our Top 10 Expert’s View Columns of the Year

Here are the ten most popular Expert's View columns this year—take a look.

December 19, 2025

By: Marie Redding

Senior Editor

Our top 10 Expert's View columns—ranked in order below.

As we look back at some of our most popular stories throughout 2025, we found several key takeaways from our “Expert’s View” contributors. We hope this column helps share different perspectives and key information to help you grow your business.

Here are our top ten Expert’s View columns of the year, ranked in order of page views:

#1 — Gen Z Loves Dupes

Elle Morris, of Elle Morris Consultancy, discusses how affordable alternatives are transforming the beauty industry. “Gen Z is leading a full-blown dupe renaissance, fueled largely by TikTok,” Morris writes. And beauty brands are embracing dupe culture.

#2 — Clean Beauty Can Be Confusing

Jennifer Famiano, Beauty Industry Analyst at Circana, reports that clean skincare sales declined in the first quarter of 2025. Confusion over what “clean” beauty means may be the reason. There are no universally accepted regulations to define “clean,” so consumers are confused, Famiano notes.

“Instead, consumers are gravitating toward brands with a clinical heritage and backed by experts such as dermatologists, chemists, or other medical professionals,” Famiano writes.

Anna Mayo, Vice President of the Beauty Vertical at NIQ, discusses why beauty retailers should make some changes quickly to save brick-and-mortar stores. “There’s a rapid revolution happening among beauty buyers. Traditional cosmetics retailers, like drug stores and mass retailers, must take action,” Mayo writes.

#4 — Personalization, Sustainability, & AI-Driven Experiences Attract Gen Z

Irina Mazur, Chief Product & Marketing Officer at Revieve, writes, “Forget everything you thought you knew about beauty shopping—Gen Z has flipped the script.”

#5 — Why Tariffs are the Wrong Tool at the Wrong Time

Sunderesh S. Heragu, President-Elect at the Institute of Industrial and Systems Engineers, discusses the challenges that tariffs are causing for cosmetic manufacturers.

#6 — Blissoma Founder Says the Tariff Policy is Damaging

Julie Longyear, Founder of Blissoma, explains why the tariff policy is damaging to her business. She hopes to work with other entrepreneurs to create change.

#7 — NIQ Reports That Innovative Packaging Can Fuel Beauty Sales

NIQ’s Anna Mayo advises beauty brands to focus on new product lines and creative online promotions.

#8 — A Look at Barrier Innovations

Deb Adams, Founder of Domo Design, says that designing cosmetic packaging that is both sustainable and high-performing has become a critical challenge. “Creating sustainable packaging with effective moisture barriers requires a design innovation approach. It requires combining material science with environmentally responsible design,” she writes.

#9 — Packaging is an Active Communication Tool

Domo Design’s Deb Adams discusses how to use packaging design to deepen trust, build consumer loyalty, and create a competitive point of difference.

#10 — Amazon Has Become a Go-To Destination for Beauty

Amazon’s customer-driven review system has played a pivotal role in Amazon’s success as a beauty shopping destination. Emily Safian-Demers, Director of Insights at Front Row, writes, “It’s word-of-mouth marketing from more than 300 million friends.”

Looking Ahead to 2026

We’re thankful to work with the experts who continually contribute their perspectives for our “Expert’s View” column.

We’re looking forward to sharing more views from experts on the latest trending topics in the beauty and packaging industries in 2026—and we hope you’ll keep reading!