Here’s your weekly recap—the most viewed news stories on our site for the week ending on September 20, 2025.

Natura has agreed to sell the Avon International business in Europe, Africa, and Asia to Regent. This does not include the Avon business in Russia and Latin America. This transaction allows Natura to focus on its business in Latin America.

Maybelline New York partnered with Rugby Olympic Medalist, Ilona Maher, to put its Super Stay Matte Ink Liquid Lipstick to the test in its new “Only in Matte Ink” campaign. Maher is joined by her sisters, Olivia and Adrianna, as well as Rugby Olympian Nicole Heavirland. The campaign highlights the long-lasting lip product while showcasing the confidence and unstoppable spirit that define Ilona.

Wonderskin debuts at Sephora starting September 26. A range of 6 Wonderskin’s Wonder Blading Lip Stains will be available online and in-store at Sephora’s ‘Hot on Social’ endcap.

Hourglass Cosmetics founder and Chief Creative Officer, Carisa Janes, has acquired Nature of Things. With the brand’s relaunch, Janes introduces new plant-based ingredients and recyclable and refillable packaging, building on Nature of Things’ ethos.

La Roche-Posay debuted its Brand Name Campaign, a bold new initiative that transforms a viral moment into an authentic, equity-building movement. The campaign is headlined by celebrated image architect Law Roach, who will mix humor, expert knowledge, and cultural fluency, to raise awareness of the brand’s mission. 

Read the full list below.

Here are our top 10 most-viewed stories from the past week:

1. Ranking the Top 20 Cosmetic Companies 

2. Top 15 Fragrances in the World in 2024 

3. Top 10 Haircare Brands in 2024

4. Natura Sells Avon International to Regent

5. Maybelline Partners with Ilona Maher for a Matte Ink Campaign

6. Traackr’s Top Performing Beauty Brands

7. Wonderskin’s Wonder Blading Lip Stains Debut at Sephora

8. Top 10 ‘Hottest’ Beauty Brands of 2024, Ranked by Cosmetify 

9. Hourglass Founder Relaunches Nature of Things in Recyclable Packaging

10. La Roche-Posay Celebrates Anniversary with Law Roach

Thanks for reading our Breaking News. 

We’ll have a new list for you next Monday. 

Have a great week!