After emerging from bankruptcy, the 2010s megabrand has quietly reshaped its makeup business for a new climate. To become a legacy label, it also needs to regain its place in the zeitgeist.
Daniela Morosini is a Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. A beauty specialist with extensive experience, she has previously served as a beauty editor for British Vogue and Vogue Business, and her writing covers a range of topics including the beauty industry, makeup and skincare, corporate finance, and health news. Daniela's work has been featured in Vogue Business, Refinery29, Inc., British Vogue, and The Business of Fashion.