Beauty Connect 2025 Wrap-Up: Where Creator Chemistry Meets Measurable Growth

Beauty has never been more dynamic, or more demanding. Discovery happens on creator feeds, carts fill on Amazon and TikTok Shop, and brand value is built in how you operate, not just how you advertise. That’s exactly why this week at Beauty Connect, Vegas we’ve been exploring Fospha’s “Beauty of Better Measurement”—because if growth now spans DTC, retail.com, and marketplaces, your measurement has to span them too (not just last-click .com). Fospha’s approach unifies full-funnel media with sales across Amazon and TikTok Shop so beauty marketers can see the real incremental lift of creators, retail media, and upper-funnel campaigns daily. Here are our top takeaways from the event:

Creators as performance media

 

“Creators are some of the best brand marketers in the world… audience-obsessed, constantly adapting,” said Juliette Tang (President, ONE/SIZE Beauty). That ethos matched the shift we covered toward long-term partnerships—briefs built for fit and creative latitude, then repurposed across PDP video, retail media, and social commerce. As Julian Reis (CEO, SuperOrdinary) reminded the room: “TikTok in the last six years is now a $600 billion business… think entertainment first.” And Riku Laitasalo (VP Client Services, Pacvue) put the workflow challenge on the table: customers ask contextual, 24-word questions; brands need “four times the content” to answer them. Our reporting on creator chemistry and buzz-to-commerce shows how those assets now drive real checkout moments when measured properly.

Marketplaces aren’t side channels, they’re the channel mix

The commerce path rarely ends where it starts. Creator videos spark branded searches and send shoppers to TikTok Shop or Amazon; retail media then closes or nudges to .com. Michelle LeBlanc (VP, Strategic Strategy, CVS) warned, “If you want to educate at shelf… you’ve failed.” Education must happen upstream in content people actually watch. Fospha’s marketplace-inclusive measurement is built for this reality—capturing .com and marketplace sales so you can prove the halo from Meta, TikTok, YouTube and creator partners on Amazon rank, PDP conversion, and GMV (not just web orders).

Scaling with soul: process before pace

Danessa Myricks (Founder & CEO, Danessa Myricks Beauty) asked brands to “grow while staying closely connected to your why”—customers should still recognize you 10 years on. Michelle Ranavat (Founder & CEO, RANAVAT) added a supply-chain truth: every partner “is telling the world who your brand is.” And Irene Scharmack (CEO, QuickBox Fulfillment) gave the operational backbone: “You can’t build resilience in the middle of chaos. You have to build it in calm.” Our “brand resilience” and “scaling with soul” pieces underline this: codify purpose, claims governance, creative QA, and cross-functional rituals now—so you can actually keep promises when a creator moment hits.

Language, longevity, and personalization with purpose

Brent Ridge (Co-founder, Beekman 1802) rejected fear-based frames—“we never use the terminology anti-aging”—because words shape category trust. Looking ahead to 2030, personalization has to be useful, not performative; sustainability has to be systems, not slogans. That was the through-line in our future-casting and purpose-profit coverage. Measurement should reflect the same maturity: beyond clicks to repeat purchase, AOV lift, branded search, and marketplace velocity—so creative that educates (and dignifies) the customer gets the credit it deserves.

What this means for beauty marketers (and how Fospha helps) – with evidence from Laura Gellar and Nécessaire

• Prove creator impact across endpoints. Move beyond post-view hand-waving. Fospha quantifies the causal lift creators deliver—on .com and on Amazon/TikTok Shop—so you can fund the partnerships that actually compound.

• Unify DTC + marketplace reporting. Stop navigating three truths (web, Amazon, TikTok). Fospha’s Halo view aligns teams on one metric set, revealing the hidden “beyond .com” sales most brands miss with last-click.

• Plan the next dollar, not just report the last. Daily, full-funnel readouts surface saturation points and incremental ROI by channel, creative, and audience—so budget flows toward what’s causing growth, not just catching it.

One last note on language and leadership

If education happens long before the shelf, then our analytics has to move upstream too. Measure the story you tell: the routines, ingredients, and creator proofs that answer the 24-word question—then watch how that story lifts GMV where customers actually buy. That’s the beauty of better measurement, and it’s why Fospha’s marketplace-aware, full-funnel approach felt so relevant in Vegas this year.

Press here for further reading from our Beauty Connect series.