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BRING GREEN, the vegan K-beauty skincare brand from CJ Olive Young — South Korea’s largest beauty retailer — has just launched its Tea Tree Cica sun care line in the U.S., featuring non-nano zinc oxide. There are a few reasons to be genuinely excited about this.
Firstly, it’s great to see another clean beauty brand with an official Amazon storefront. With growing concerns around counterfeit products, having a verified presence on Amazon not only builds trust but also makes shopping easier and more reliable for consumers.
Secondly, non-nano zinc oxide remains one of the best choices for clean, mineral-based sunscreen. BRING GREEN is vegan certified as well!
And finally, the price point is reasonable. Clean K-beauty, thoughtfully formulated and conveniently available on Amazon? That’s a win all around.
CJ Olive Young in the USA
It was announced earlier this year that CJ Olive Young established a US entity known as CJ Olive Young USA based in Los Angeles, and there’s talk of CJ Olive Young opening its first physical store in the US – hoorah!
Investing in K-Beauty: How U.S. Investors Can Tap Into South Korea’s Skincare Boom?
K-beauty’s expansion in the U.S. presents an intriguing opportunity for clean beauty-focused investors. While popular brands like Laneige and Cosrx continue to capture American consumers, most parent companies remain listed on South Korea’s stock exchange (KRX), not in the U.S. This means U.S. investors can either go the direct route buying stocks like AmorePacific or LG Household & Health Care through international brokers, or opt for a simpler path via ETFs.
**Disclaimer:** This content is for informational purposes only and does not constitute investment advice. Please consult a licensed financial advisor before making investment decisions.
What ByteDance’s $10.8B Loan Reveals About Culture and Commerce
In September 2024, ByteDance, which is the Chinese parent company of TikTok, secured a $10.8 billion loanfrom a consortium of international lenders, including major U.S. banks Citigroup, Goldman Sachs, and JPMorgan Chase. While the size of the loan drew attention from financial media, its impact extends well beyond Wall Street. This move highlights the increasingly tight link between digital platforms, consumer culture, and the global beauty economy.
TikTok, once seen primarily as a Gen Z platform, has evolved into a global retail engine, especially in sectors like cosmetics and skincare. For beauty brands, this financial infusion into TikTok’s parent company is not just a footnote in tech finance, it’s a signal of major shifts ahead in commerce, culture, and control.
The TikTok Effect on the Beauty Industry
TikTok’s influence on beauty trends is now well-documented. From viral “no makeup” looks to product sellouts driven by micro-influencers, the app has become a top discovery engine for beauty products. For indie and clean beauty brands in particular, TikTok provides a direct line to millions of engaged consumers with a preference for authenticity and transparency.
Cosmetics and skincare—especially clean, sustainable, and cruelty-free offerings—are among the top-selling categories on TikTok Shop, the app’s in-house e-commerce platform. ByteDance’s massive loan will be used in part to expand this commerce infrastructure, enabling faster shipping, better payment options, and more robust support for sellers.
Beauty, Algorithms, and the Politics of Influence
While discussions about a potential TikTok ban in the U.S. have been prevalent, it’s increasingly evident that an outright ban is highly unlikely. The fact that major NYC-headquartered banks like Citigroup, Goldman Sachs, and JPMorgan Chase provided ByteDance with such a significant loan, and reportedly coordinated the financing, suggests a commitment that would be hard to reconcile with any immediate plans to shut down TikTok. The issue isn’t necessarily about the platform’s continued operation, it’s about control, how much influence global powers, including the U.S., want over platforms that shape culture, commerce, and personal data.
French tech mogul Xavier Niel and ByteDance board member (who just happens to be partners with the daughter of Bernard Arnault, founder, chairman and CEO of LVMH, the world’s largest luxury goods company) captured this tension in an interview when he said the following:
“I don’t want my kids relying on US algorithms.” If there’s going to be bias, says Niel, he wants that bias to be European. “I love the US. That’s not the point. But we are completely different in our way of seeing the world.”
As ByteDance platforms like TikTok challenge the traditional dominance of Silicon Valley, the battle for control–over both algorithms and cultural narratives, has become a defining issue of this era.
What This Means for Beauty Brands
ByteDance’s $10.8 billion loan is more than just a headline. It’s a marker of how ByteDance platforms like TikTok are reshaping not just retail, but also global culture. In the beauty industry where products meet personal identity, and where trends are born online the implications are profound.
Disclaimer: This review is based on my personal purchase. I bought these products with my own money, and this is not a paid advertisement.
Let’s talk about California Naturals and the Owen Wilson advertisements that are basically a masterclass in comedic hair marketing. Wilson, with his gorgeous tousled locks, turns what could be a mundane product commercial into entertainment.
New ad with Owen for California Naturals has been released! 📸: California Naturals pic.twitter.com/uy9VA2k1gq
— Wilson Brothers Updates | Luke Wilson, Owen Wilson (@WilsonArchives) March 19, 2025
But beyond the adorable marketing, the product itself truly is a standout in the clean beauty landscape. In the crowded world of haircare, finding a product that genuinely delivers on its promises can be challenging.
What’s Inside Matters
The ingredients. California Naturals isn’t just another haircare line. It’s a carefully formulated collection that demonstrates how natural ingredients can provide professional-grade results. The formulation feels luxurious, reminiscent of salon products, but without the premium pricing, which is exactly what the world needs: quality clean products that are not overpriced!
A Scent That Transforms Your Shower Experience
The scent is where California Naturals truly shines. Unlike many natural products California Naturals boasts a sophisticated scent profile that turns your daily hair routine into a salon-like experience. It’s the kind of aroma that makes you look forward to washing your hair, a small but significant luxury.
Eco-friendly
Beyond performance, California Naturals–a certified B corporation–demonstrates a serious commitment to environmental responsibility. Their packaging is a standout feature: 100% recycled plastic that doesn’t compromise on quality or aesthetics.
A Practical Recommendation
Pro tip: While these products are available in stores, online ordering might be your best bet, or at least in my case it is. A recent in-store experience revealed the potential pitfall of display products—an opened bottle can lead to unexpected messes. I learned this firsthand after encountering an opened bottle during a visit to CVS. The ‘Classic’ Cleanse and Restore shampoo on the top shelf had been opened by someone at CVS and shampoo was all over the bottle, so I opted for the unopened Super Moisture Shampoo instead. In the future it’s online ordering only for me.
There are several formulas to choose from:
Price Point: Salon Quality Without the Salon Price
Here’s the real kicker: salon-grade quality at nearly half the price. In a market where premium haircare often means emptying your wallet, California Naturals offers a refreshing alternative. You’re getting professional-level products without the professional-level expense. It really is ‘all good!”
California is known for setting the pace in culture, wellness, and innovation. It could be said that California currently stands at the intersection of clean beauty and cutting-edge technology, and is becoming a launchpad for some of the most forward-thinking brands and startups in the world.
As terms like “beauty tech” gain traction, many consumers are left wondering what exactly does it mean?
What Is Beauty Tech?
At its core, beauty tech refers to the integration of technology into the development, delivery, and personalization of beauty products and services. This includes everything from AI-powered skincare diagnostics to virtual makeup try-ons. Increasingly, beauty tech also encompasses biotechnology, using science and bioengineering to create more effective, sustainable beauty formulations.
Biotech in beauty can involve lab-grown ingredients (like squalane derived from sugarcane rather than shark liver), DNA-based personalization, microbiome-focused skincare, and plant-based actives developed through green chemistry.
Clean Beauty, California Style
California’s deep-rooted wellness culture has created a perfect environment for clean beauty to flourish. Consumers here tend to demand more from their products: more transparency, fewer toxins, and a stronger commitment to sustainability. As a result, many of the country’s leading clean beauty brands have emerged from this region.
Biossance founded in Berkeley uses biotech to produce ethically sourced ingredients that mimic skin’s natural components. Versed Skincare, based in Los Angeles, has built a loyal following with its budget-friendly, vegan formulas and minimal-waste packaging. California Naturalstaps into the state’s coastal aesthetic with its naturally derived hair and bath products, housed in recycled packaging. And The Honest Company, founded in LA by Jessica Alba (and went public in 2021 (NASDAQ: HNST)), helped bring the concept of non-toxic living into the mainstream.
These brands combine aesthetics with ethics, creating high-performing products that reflect California’s values: health, environmental responsibility, and social consciousness.
The Rise of Beauty Tech Startups
Alongside clean beauty brands, California is also a thriving hub for beauty tech startups—companies using digital platforms, data science, and AI to transform how consumers experience beauty.
Ipsy, headquartered in San Mateo (parent company is Beauty For All Industries) altered the beauty subscription model by applying machine learning to customize monthly product selections and focusing on. Funnily enough, the founder/CEO of Ipsy was reportedly involved in launching Funny or Die, a comedy media company.
I’m not passionate about makeup any more than I was passionate about comedy. I was one of the first employees at Funny or Die, Will Ferrell’s comedy company. While at Funny or Die, I noticed that there were a number of YouTube celebrities who were becoming bigger than our “traditional” A-list comedians. Funny or Die was not interested in pursuing that side of things, so I started a company called Real Influence that matched online personalities with brands. That’s how I got connected with Michelle Phan, who is the most viewed beauty creator on YouTube.
Kendo Brands (now a division of French luxury goods conglomerate LVMH, which is the parent company of Fenty), based in San Francisco, operates more like a ‘brand incubator’ than a beauty company, launching influencer-fueled brands that respond quickly to market shifts.
Here is LVMH group president of Greater China, Andrew Wu engaging with the very popular actor Dylan Wang (王鹤棣) promoting the celebrity/influencer-fueled brand Fenty.
California-based mass-market players like e.l.f. Cosmetics are integrating digital tools to better engage consumers and optimize product development.
This marriage of beauty and technology is more than a trend—it’s a structural shift. And California is at the center.
Why So Much Venture Capital?
A major reason California continues to dominate in both clean beauty and beauty tech is its exceptional access to venture capital (VC)—a vital resource for startups aiming to scale quickly.
But why is there so much VC money in California?
Perhaps the answer lies in the legacy of Silicon Valley, which has attracted generations of investors, tech talent, and entrepreneurs. This region remains one of the most well-funded and innovation-focused ecosystems in the world. While it was originally rooted in traditional tech sectors like software and semiconductors, the investment landscape has broadened to include adjacent categories like health, wellness, and beauty.
Venture capitalists in California are drawn to companies that blend science, sustainability, and digital innovation, making clean beauty and beauty tech a natural fit. Not to mention that California is also reportedly the fourth largest economy in the world!
TikTok isn’t just a platform for beauty trends, it’s rapidly transforming into a global commerce powerhouse. By adopting strategies that have proven successful in China, TikTok is reshaping how beauty products are discovered, sold, and scaled.
China’s Model: Where TikTok Is Headed?
In China, TikTok’s sister app, Douyin, has revolutionized e-commerce through live-streaming. Influencers like Zheng Xiangxiang have mastered the art of rapid product promotion, showcasing items for just three seconds each. Despite the brief exposure, her sessions can generate millions in sales within a week. Zheng’s minimalist approach, highlighting products swiftly and efficiently, has captivated audiences and demonstrated the immense potential of live commerce.
It seems TikTok is mirroring China’s success by introducing features like TikTok Shop, live shopping events, and influencer affiliate programs in Western markets. These tools aim to integrate product discovery and purchase within the app, streamlining the consumer journey and enhancing conversion rates. This is not surprising considering Beijing-based ByteDance is the parent company of both TikTok and Douyin. TikTok and Douyin are essentially the same platform, though Douyin is available only in China and has more advanced e-commerce features, and TikTok is the international version. ByteDance was co-founded by Zhang Yiming in 2012, though Zhang Yiming has since stepped down from the role of CEO. TikTok’s current chair is Liang Rubo, listed by TIME Magazine as one of the most 100 influential people in AI in 2024.
The Role of Xavier Niel
In 2024, Xavier Niel, a French billionaire and founder of telecom giant Iliad, joined ByteDance’s board. Niel’s expertise in technology and infrastructure, combined with his connections to the luxury sector through his partnership with Delphine Arnault of LVMH, positions him to influence TikTok’s global strategy, particularly in Europe.
Implications for Beauty Brands
For beauty brands, TikTok’s evolution presents both opportunities and challenges. The highest-grossing product category on TikTok Shop is reportedly beauty and personal care. The platform’s shift towards live commerce emphasizes the need for real-time engagement and rapid content creation. Brands must adapt to this fast-paced environment to remain competitive.
That said, while TikTok can be a powerful tool for beauty brands, it is not an absolute necessity for survival or profitability. Brands must assess their target demographics, marketing strategies, and brand identity to determine the most effective platforms for their growth — especially considering TikTok may finally be banned on June 19th.
In today’s beauty economy, the glossiest packaging isn’t always found on the shelves — it’s on TikTok.
As influencer marketing continues to dominate the beauty landscape, the line between genuine product endorsements and paid promotions has become increasingly blurred. TikTok, in particular, has become the platform of choice for beauty brands looking to scale quickly — often without the friction of traditional marketing models. But the reliance on influencers, especially those gifted products or paid to promote them, is raising serious questions about transparency, authenticity, and long-term brand value.
The Illusion of Honest Hype
While influencer partnerships can catapult a brand from obscurity to cult status just about overnight, they often come at the cost of trust. Many beauty enthusiasts and clean beauty consumers are becoming skeptical. Why? Because the reviews they see are frequently filtered not just by camera effects, but by a lack of disclosure. Gifted PR packages are rarely met with critical feedback. After all, it’s tough to bite the hand that feeds you, or your content calendar!
This creates a skewed marketplace where some products are hyped beyond their performance, and genuine feedback is buried under waves of sponsored content. For clean beauty consumers who prioritize ingredient transparency and ethical sourcing, this lack of honesty feels especially disheartening.
Case in Point: Wonderskin’s $50 Million Series A
Wonderskin is one of the latest examples of a brand successfully leveraging influencer-first marketing to attract major capital. The company, known for its viral lip stains and peel-off tints, recently secured a $50 million minority investment in a Series A funding round, which is a massive vote of confidence in its social-first growth strategy.
But in the long term, what happens if the products don’t live up to the influencer-fueled hype?
A Market Saturated by Sameness
The influencer economy has made it easier than ever to launch a beauty brand, but also harder to differentiate one. With hundreds of new products flooding the market each month and TikTok trends evolving faster than product development cycles, brands are increasingly forced to chase virality over innovation or long-term positioning.
This saturation is affecting even the pioneers.
In early 2025, Juice Beauty, one of the early champions of clean beauty, announced it would be liquidating after nearly two decades in the business. Founder Karen Behnke pointed directly to the overwhelming competition in the market, stating that the current environment makes it incredibly difficult for independent, values-driven brands to survive.
The result is a beauty landscape oversaturated with sameness: similar packaging, overlapping ingredient claims, and indistinguishable marketing voices all shouting into the same TikTok void.
Toward a More Transparent Beauty Economy
The clean beauty movement was founded on values like transparency, integrity, and health-conscious formulations. Isn’t it time for its marketing to reflect those same principles?
Consumers are getting smarter. They’re starting to ask, “is this product actually good — or just good at going viral?”
For investors, this shift presents both a challenge and an opportunity. Brands that build trust now — rather than just buzz — will likely see stronger long-term value and more sustainable customer loyalty.
In the saturated world of celebrity beauty brands, it’s rare to find products that genuinely impress a cosmetics connoisseur. As someone meticulously particular about what touches my skin, Victoria Beckham Beauty wasn’t initially on my radar. However, the brand’s clean, cruelty-free ethos convinced me to place an order and I’m genuinely thrilled with the results.
First Impressions
When my order arrived this week, I was immediately struck by the packaging and the thoughtful touches, such as the picture postcard from Victoria, and the perfectly sized box in which my order was shipped (no excessive materials or packaging). Each product comes housed in a sophisticated case that feels premium to the touch, a detail that elevates the entire experience.
The Standouts
Posh Balm in Fleur
This lip balm is exactly what I’ve been searching for. Unlike many balms on the market that contain overwhelming peppermint oil or tingling agents, this one focuses purely on moisture with a subtle hint of color. The elegant case makes application feel like a moment of luxury rather than just another step in my routine.
Reflect Highlighter Stick in Pearl
Highlighters can easily veer into glitter-bomb territory, but this stick delivers a sophisticated luminosity. The pearl shade creates a natural-looking radiance that catches the light beautifully. The weighty, luxurious packaging feels substantial in your hand—a thoughtful touch that reinforces the premium positioning.
This iPhone image doesn’t properly show the ‘pearl’ shade of the Reflect highlighter stick – it’s lovely on!
Vast Lash Mascara
Finding a clean mascara that actually performs is notoriously difficult, but VB Beauty has cracked the code. There’s little-to-no chemical scent (a common issue with many mascaras), and the wand design perfectly coats and thickens lashes without clumping. It’s refreshingly effective for a clean beauty formula.
Kajal Eye Liner in Navy Noir
This liner has become an instant favorite. It’s gentle enough to use on my waterline without irritation—a true testament to the clean formulation. The navy shade is sophisticated and less harsh than traditional black. I mistakenly ordered two sharpeners, which is fine since I will likely purchase another shade of liner.
ETA: I just realized the sharpeners are $5.00 each—and honestly, they’re not worth it. They’re basic plastic pencil sharpeners. That said, Victoria Beckham Beauty includes a sharpener with the purchase of the kajal liner, which is a thoughtful detail. It’s a nice contrast to other luxury brands that often charge extra for something so simple, which can feel a bit out of touch.
While not part of my initial order, the concealer samples in the light to medium kit deserve special mention. After trying countless concealers over the years, this may genuinely be the best I’ve ever used. I’ll definitely be placing another order specifically for the full-size version concealer pen.
Final Verdict
Victoria Beckham is clearly a savvy business person. She hits almost every note spot on with her beauty line. While the price point places VB Beauty firmly in the luxury category, the quality justifies the investment. I have spent far more on other high-end brands where, regrettably, the prices weren’t justified by the product performance. VB Beauty strikes that balance of being clean, luxurious yet accessible.
For those seeking sophisticated, clean beauty products that work, this brand deserves your attention..
(Note: All products mentioned were purchased with my own money, not gifted for review purposes).
In April 2025, British multinational Unilever acquired Wild Cosmetics, a UK-based brand known for its refillable deodorants, in a deal valued at nearly £100 million.
With a focus on low-waste packaging and natural formulations, Wild’s business model complements Unilever’s broader strategy of shifting its personal care portfolio toward eco-conscious offerings.
Investment in Ayurvedic Brand indē wild
Alongside the Wild acquisition, Unilever Ventureshas invested $5 million in indē wild, an Ayurvedic-inspired skincare brand founded by influencer and entrepreneur Diipa Büller-Khosla. Known for combining traditional Indian wellness practices with modern skincare science, indē wild has achieved 400 percent growth in India.
The investment will support the brand’s expansion into the U.S. market, with plans to launch in Sephora stores by 2026. The move highlights Unilever’s interest in high-growth, culturally rooted beauty brands with global potential.
Lifebuoy Recognized for Sustainability at PRIME Awards 2025
Unilever’s commitment to sustainability was further recognized at the PRIME Innovations & Awards 2025, held in Dubai, UAE. Its flagship hygiene brand Lifebuoy received top honors in the Sustainability Category, a reflection of its leadership in advancing health and hygiene while embracing environmentally responsible practices.
Lifebuoy, Unilever’s leading hygiene brand was recognized at the recently held PRIME Innovations & Awards 2025 held in Dubai, UAE as a winner in the sustainability category receiving recognition int eh category of ‘Sustainable Brand Owner of the Year’!
Addressing the Palm Oil Debate and Its Wildlife Impact
As part of its broader sustainability agenda, Unilever is exploring a strategic partnership with Malaysia to strengthen sustainable palm oil sourcing in East Africa. The initiative seeks to improve supply chain traceability, support local economies, and reinforce global sustainability standards.
Palm oil production does however remain one of the most controversial issues in global consumer goods. Unsustainable practices have led to widespread deforestation in countries like Indonesia and Malaysia—destroying critical habitats for endangered wildlife including orangutans, Sumatran tigers, and pygmy elephants.
While Unilever has made public commitments to sourcing 100 percent certified sustainable palm oil, critics have raised concerns about the effectiveness of existing certification systems, citing loopholes and limited enforcement. Allegations of greenwashing continue to follow major corporations, even as they strive to adopt more transparent and ethical sourcing models.
A Strategic Shift Toward Responsible Beauty
Unilever’s recent moves seem less about saving the planet and more about staying ahead of where the market is going. By putting money into refillable packaging, cleaner ingredients, and wellness-focused branding, the company is keeping up with consumer trends and getting ready for tighter regulations and new financial incentives. ESG–while facing more debate and mixed reception in the U.S.—continues to shape how companies report, attract investment, and manage risk, particularly in regions like the EU and UK, where governments are leading the way on ESG.
As environmental, social, and governance (ESG) standards become increasingly central to consumer and investor decision-making, one critical and often underreported area is ingredient safety in the personal care and beauty industry. While many brands tout sustainability through eco-friendly packaging or carbon-neutral pledges, the reformulation of products to eliminate toxic ingredients remains an overlooked benchmark in ESG scoring.
Ingredient Safety: The Missing ESG Metric
Most ESG frameworks used by institutional investors rely heavily on environmental impact (like emissions) and governance factors (like board diversity). However when it comes to cosmetics and personal care, ingredient transparency and toxicology should be front and center especially given growing regulatory pressure and consumer demand.
According to a 2023 report by the Environmental Working Group, over 1,600 chemicals have been banned or restricted in cosmetics in the EU, while the U.S. Food and Drug Administration has banned just 11. This gap has driven consumer interest in “clean beauty,” a segment focused on eliminating potentially harmful ingredients such as parabens, phthalates, formaldehyde releasers, and synthetic fragrances.
Yet, despite these efforts, ESG rating agencies rarely factor in whether a beauty brand has meaningfully reformulated its products to remove such substances.
Investors Take Note: Regulatory Risk Is Real
Regulators are beginning to catch up. In late 2022, the U.S. passed the Modernization of Cosmetics Regulation Act (MoCRA), the first major update to federal cosmetic laws since 1938. It grants the FDA greater authority to recall unsafe products and mandates better ingredient transparency from brands.
From an ESG investment standpoint, this means that companies lagging on reformulation face not just reputational risk, but regulatory and financial exposure. For investors tracking ESG performance in beauty and personal care, ingredient reformulation should be a material consideration alongside traditional metrics like emissions and labor practices.
ESG: How to Remain Relevant
Clean beauty brands are reshaping the industry not only in marketing, but also in material safety. If ESG is to remain a relevant framework for evaluating responsible investment, it must evolve to account for what goes inside the bottle — not just how it’s packaged.
Clean beauty is no longer a niche, it’s a global industry transforming not only what we put on our skin, but also how we think about sustainability, business, and consumer power.
Clean Beauty Picks was created to explore the beauty industry through the lens of business, finance, and global trends. While many platforms focus on products and influencers, we focus on the companies, strategies, the market forces behind them, and occasional product reviews.
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Clean Beauty Picks Clean beauty intelligence for modern markets.
