EPISODE · Sep 9, 2026 · 5 MIN
Kenvue's Australian Carve-Out, and Beauty's Shared Shelves
from Beauty in Five
Australia clears Kimberly-Clark, Kenvue deal with conditions. Australia's competition regulator approved the US$40 billion acquisition only if Kenvue divests two period-care brands, setting a possible template for other authorities. (Global Cosmetics News) Competing beauty retailers form cross-retailer partnerships. WWD Beauty reports a run of tie-ups between rival beauty retailers, including Sephora's TikTok Shop launch, which could shift where brands negotiate placement. (WWD Beauty) Estée Lauder moves major brands onto Shopify. Glossy reports the company is replatforming several of its largest brands to Shopify in a stated push for more nimble operations, a signal for beauty DTC teams weighing their own stacks. (Glossy) Rituals, Douglas and Sephora fund European store openings. European beauty retailers are directing capital into brick-and-mortar expansion, per europe-re.com, treating physical space as a discovery channel rather than a cost to cut. (europe-re.com) Also moving today: Who Will Be TikTok Shop’s Next Breakout Beauty Brand? (WWD Beauty) Fragrance market growing at 5-6%, increasingly 'polarised', says L'Oréal (Market Screener) MAC Cosmetics launches ‘We All Wear MAC’ campaign with celebrity cast (Cosmetics Business) The ‘Cult’ of Biologique Recherche Comes to New York, Permanently (WWD Beauty) Get Beauty in Five in your inbox every weekday: https://beautyinfive.com
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What this episode covers
Australia's competition regulator has cleared Kimberly-Clark's 40 billion dollar bid for Kenvue on condition that Carefree and Stayfree are divested locally, per Global Cosmetics News. WWD Beauty reads Sephora's TikTok Shop launch as part of rivals selling through each other, while Glossy reports the Estee Lauder Companies moving major brands onto Shopify. Also: Europe Real Estate on Rituals, Douglas and Sephora spending into stores, L'Oreal on a polarised fragrance market, MAC's We All Wear MAC campaign, and Biologique Recherche's first New York flagship.
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Kenvue's Australian Carve-Out, and Beauty's Shared Shelves
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