This month in industry news, the Beauty giants pushed to roll back the tariffs after the Supreme Court ruled that the tariffs imposed under President Donald Trump’s emergency powers were unconstitutional.
Estée Lauder has confirmed it is in talks with Puig about a potential merger that could turn the luxury beauty giant into a $40 billion powerhouse.
Meanwhile, escalating tensions related to the Iran war caused tension in the sector, prompting major suppliers to join forces to face supply disruptions and rising costs.
Finally, Concepts of Personal Care was on the floor at PCHi 2026 (Personal Care and Home Care Foundations) in Hangzhou, China, from March 18-20, to discuss with industry players which strategies aim to redefine personal care in the country and in general.
Turning the ordinary into luxury: Unilever reinvents Vaseline
Vaseline was reinvented to serve Gen Z and Gen Alpha with the launch of Gluta-Hya Lip Serum Gloss. The development of the gloss and heritage brand reflects a broader shift in oral care where public image and perception drive growth. Melissa Houston, Unilever’s global director of Vaseline, told us how the new focus on desirability reflects a strategic shift beyond simple product expansion. He said that legacy brands cannot stand still, or risk becoming useless – instead, they must translate trust into processes that go hand in hand with culture.Jean-Yves Bruxer, director of Sethic, told us about the company’s new “glass skin” combination.
The beauty giants are seeking a refund after US tariffs ruled it illegal
A number of beauty brands, including L’Oréal, Sol de Janeiro, and Dyson, sought a refund of the US tariffs after the Supreme Court ruled that the tariffs imposed under President Donald Trump’s emergency powers were illegal. L’Oréal brought the case through its Travel Retail Americas division, which oversees beauty sales at airports, airlines and cruises. We’re uncovering how thousands of embedded applications can unlock billions in payments and redesign payment strategies across the global beauty supply chain.
Perimenopause knowledge gaps open doors to targeted personalized care
On International Women’s Day, Concepts of Personal Care spoke with the Mayo Clinic and Flo about their global survey that revealed gaps in menopause awareness. The gaps represent a significant opportunity for the personal care industry to empower women by providing better education and targeted products. We argue that by addressing these needs, brands can enter a market that is not protected by geographical definitions.
L Catterton is building Brazil’s largest beauty shopping platform
LVMH-backed private equity firm L Catterton has merged Brazilian beauty retailers Bel Cosméticos and Mundo do Cabeleireiro to create what it calls the country’s largest multi-brand beauty retail platform. Each chain offers a variety of beauty products at affordable prices and claims to have built a strong customer base and regional brand platform. We explained how the new company plans to expand product lines, strengthen launch strategies, and invest in omnichannel capabilities. 
Beto Pino, Vice President of Marketing and Innovation for Vantage Personal Care, spoke about the company’s focus on Chinese beauty trends at PCHi 2026.
Pakistan is facing global pressure to “walk the talk” on toxic skin whitening products
More than 20 international health and environmental organizations have urged Pakistan to stop the production and global trade of mercury-laden skin whitening creams. Pakistan has announced several measures to tackle the country’s production of toxic cosmetics. However, the Mercury Policy Project told us that despite Pakistan’s best efforts, dangerous crimes continue to go unnoticed, largely due to weak enforcement, regulatory gaps and profiteering.
European beauty chiefs are calling for the rules to be clarified as the rules threaten local governance
European beauty leaders have raised concerns that EU regulations are diverting R&D investment towards innovation rather than innovation, affecting the industry’s competitiveness. At the Annual Beauty Conference, beauty executives called on policy makers to provide clearer, more predictable rules. Experts highlight concerns about the Urban Wastewater Treatment Directive and the Packaging and Packaging Waste Regulation, which force cosmetics companies to change their investment decisions.
Estée Lauder and Puig are discussing a merger as the fragrance race drives industry investment
This month, Estée Lauder was in talks with Puig about a possible merger that could create a US$ 40 billion beauty company. The deal would expand Estée Lauder’s fragrance portfolio, bringing brands such as Tom Ford, Rabanne and Clinique under one umbrella. This could strengthen the position of both companies in the global perfume market, which has seen high investment from global giants such as L’Oréal. We are positioning the merger against increasing competition in the fragrance sector.
Iran war drives BASF and Ashland to increase prices
Major equipment suppliers have responded to the Iran war by adjusting their prices across their portfolios. The worsening unrest in the SWANA region (Southwest Asia and North Africa) is having negative effects on commodity prices, price volatility, and raw material availability. In response, BASF has raised product costs by up to 30% across all products across the Home Care, Industrial and Institutional Cleaning, and Industrial Manufacturers portfolio in Europe. Meanwhile, Ashland has implemented new pricing strategies across products and regions. 
Coachchem unveiled the EffeMix – Wukong CC combination at PCHi 2026, positioning it as a one stop solution for hair care.
PCHi 2026: Good innovation driven by emotional experience and proven success
Visual and emotional appeal play an important role in attracting Chinese beauty consumers, but purchasing decisions are ultimately driven by performance. We attended PCHi 2026 and spoke with many reviewers about their new evidence-based ingredients and innovations. All the speakers emphasized the need for a good listening experience and data to ensure success.
Henkel to acquire popular hair care brand Olaplex for US$1.4B
Henkel has announced that it is acquiring Olaplex for $1.4 billion. Despite facing revenue challenges, Olaplex continues to benefit from Henkel’s global reach and innovation resources. Retail could reshape the haircare category after coming under pressure from bigger beauty players and tech brands. The move also marked Henkel’s second hair care brand in a month, following the acquisition of Not’s Your Mother.
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