The Business of Beauty Global Forum: Connection in the Age of Disruption
'Turning on the news or scrolling on social media at the moment can feel a bit disheartening, dystopic and chaotic,' said Imran Amed, founder and editor-in-chief of The Business of Fashion as he opened the floor for the last session of the day.
'At times, the most powerful, life-affirming parts of the human experience, helping one another and learning from each other, have given away to division, insularity and isolation,' he said. 'But here at The Business of Beauty Global Forum, we still see value in the threads of connection, of unity and of togetherness.'
Conversations spanned the power of vulnerability, brands' ability to connect with their audiences and the importance of finding purpose. Making Meaning in a Time of Chaos The Business of Fashion Presents the Business of Beauty Global Forum 2025 - Day 2 NAPA, CALIFORNIA - JUNE 10: Varun Soni speaks onstage at "Connection in the Age of Disruption" during The Business of Beauty Global Forum 2025 presented by The Business of Fashion at Stanly Ranch on June 10, 2025 in Napa, California. (for The Business of Fashion)
Amid geopolitical turmoil, economic uncertainty and a climate crisis, Varun Soni, dean of religious studies at the University of Southern California, kicked off the session with an address on finding meaning in challenging times, or what he calls true north.
'Embracing the three Ts of time, tribe and transcendence can be a powerful spiritual practice at a time when we all need it most,' said Soni. 'Asking three simple questions, how do I spend my time, who are my people and what takes my breath away can help us calibrate our internal compass to point to true north.'
Throughout challenges like the January 2025 wildfires in Los Angeles, where Soni lives, reframing his perception of the situation to focus on what he could control — his three Ts — has made all the difference. 'Even though I couldn't find meaning in it, I could make meaning out of it,' he said.
The wildfires turned out to be the most destructive in Los Angeles history, leaving $50 billion of damages in their wake. As the Los Angeles Fire Department worked to contain the fires on January 20, US President Donald Trump pulled out of the Paris Agreement and halted environmental funding to the United Nations on his first day in office.
Beauty founders who lived in areas ravaged by the fires including Sheena Zadeh, founder of Kosas; Amy Liu, founder of Tower 28; Iván Pol, facialist and founder of The Beauty Sandwich; and Stacy Cunningham, owner of Silhouette Hair Studio gathered on stage to discuss how they 'moved from survival to resilience,' said Zadeh.
At the height of the wildfires, Los Angeles-based brands rallied together to support their community with donations. Shortly after being evacuated from her home in Pacific Palisades, Liu jumped straight into action, organising the LA Fires Community Support event and donating 70,000 pieces of product to 1,500 impacted families. 'It feels good to do something, sometimes we all feel so helpless,' she said.
All four founders underscored the importance of community amid adversity. 'It's a very difficult and scary way to learn how much people actually love you,' said Zadeh. 'What I realised through this situation is how much I needed people.' Creating Trust in Science and Wellness The Business of Fashion Presents the Business of Beauty Global Forum 2025 - Day 2 NAPA, CALIFORNIA - JUNE 10: Sydney Towle speaks onstage at "Connection in the Age of Disruption" during The Business of Beauty Global Forum 2025 presented by The Business of Fashion at Stanly Ranch on June 10, 2025 in Napa, California. (for The Business of Fashion)
Influencer Sydney Towle quickly became a hot topic when she shared she had a rare form of cancer, cholangiocarcinoma, on social media in 2023. Followers on TikTok expressed their support, while others on Reddit accused her of lying because she still had her hair, travelled and appeared 'too optimistic,' according to Towle.
Despite the noise online, Towle has continued to share her experiences, driven by the connections she made. For instance, one follower reached out to her saying she got a mammogram and caught her own breast cancer early, and Towle said moments like these reinforce the sense of meaning in telling her story. 'Vulnerability is a superpower,' she said.
As science becomes increasingly politicised and misinformation runs rampant on social media, influencers have a responsibility to champion the truth, Towle argued. 'People come to me not for medical knowledge, but for a sense of connection,' she said. 'But in doing that, I think that it does lead to more awareness and to people going to the doctors, and actually seeking out a source of truth.' Next Gen Brands, Next Gen Consumers The Business of Fashion Presents the Business of Beauty Global Forum 2025 - Day 2 NAPA, CALIFORNIA - JUNE 10: Sumin Lee, Co-Founder, Beauty of Joseon speaks onstage at "Connection in the Age of Disruption" during The Business of Beauty Global Forum 2025 presented by The Business of Fashion at Stanly Ranch on June 10, 2025 in Napa, California. (for The Business of Fashion)
As beauty shoppers in 2025 are more knowledgeable than ever before, exceptional product formulation is a non-negotiable when it comes to driving success. But in a saturated landscape, a unique brand identity is also key. The indie brands that are winning today excel in these areas, and 'know what beauty shoppers want before they even know what they want themselves,' said Pryia Rao, executive editor of The Business of Beauty.
K-beauty brand Beauty of Joseon, for instance, became viral in recent years, driven by the appeal of its traditional Korean ingredients and SPF formulation. But beyond its hero product, the brand is focused on 'building the ecosystem of our BOJ world,' said founder Sumin Lee. 'We don't want to be considered as a one-hit wonder on TikTok.'
Australian suncare line Ultraviolette launched when the prestige suncare category didn't really exist in its native country. 'When you do one category, you have to do it really, really well,' said the brand's founder, Ava Matthews. Excelling in product innovation has been the business's guiding light, but building a 'strong brand story' was also crucial in a 'boring category' such as sunscreen, she said.
Byoma founder Marc Elrick built his brand for Gen-Z who are 'playing chemist in their bathrooms' with the countless beauty products on offer, he said, with the aim of simplifying their routines and helping customers make educated choices around skin barrier health. Byoma products are rooted in clinical trials; 'if we can't do it better than anyone else, we don't do it,' Elrick said.
For prestige brands to compete in today's crowded playing field, there are two crucial levers to pull, according to Mary Carmen Gasco-Buisson, chief executive of Unilever Prestige in conversation with BoF chief business officer Johanna Stout.
The first goes back to one of the oldest adages in luxury: desirability. 'There are some products that we just have to have, and that multiplier is really important, particularly today, where ...There's so much information,' said Gasco-Buisson.
The second lever is providing a product that caters to an unsolved consumer need. 'When that product changes something that really matters to you, it becomes unforgettable,' she said. Finding a Path to Your Next Act The Business of Fashion Presents the Business of Beauty Global Forum 2025 - Day 2 Yasmin Sewell of Vyrao speaks onstage at "Connection in the Age of Disruption" during The Business of Beauty Global Forum 2025 presented by The Business of Fashion at Stanly Ranch on June 10, 2025 in Napa, California. (for The Business of Fashion)
Fragrance brand Vyrao founder Yasmin Sewell did not get her start in the beauty industry. She began her career as a fashion buyer and it was only after deciding to take a break in her role at Farfetch following a divorce that she decided to make a change.
The leap into beauty was intuitive, she said; Sewell has always had an interest in wellness, energy and spirituality — all of which lie at the core of her new brand.
When the idea for Vyrao came to her, the vision was 'crystal clear' — to help transform people's energy through her products. And while she had the aesthetic eye from her career in fashion, she needed to bring the right partners, including seasoned perfumers and bottling experts, into the mix to bring her idea to life. But following her gut has always been what has guided her decision-making. 'I lead with intuition, but I use the brain as a tool,' she said. Breaking Beauty's Barriers The Business of Fashion Presents the Business of Beauty Global Forum 2025 - Day 2 Priya Rao and Hailey Bieber embrace after at the "Connection in the Age of Disruption" discussion during The Business of Beauty Global Forum 2025 presented by The Business of Fashion at Stanly Ranch on June 10, 2025 in Napa, California. (for The Business of Fashion)
In the news that broke the internet on May 28, Hailey Rhode Bieber sold her beauty company, Rhode, to e.l.f. for $1 billion. The Gen-Z cult favourite, which gained its notoriety with products like Peptide Lip Tint and Glazing Milk essence, has grown rapidly since its founding in 2022.
Bieber has managed to break the mould of celebrity-led brands with her genuine interest in beauty. 'It's me come to life in this world that I've built, I don't even know how to separate it. Rhode is my world,' she said.
Her knack for brand-building has been another defining factor in Rhode's success. From her viral branded phone cases to buzzing pop-ups, Bieber has built a universe around Rhode that resonates with young consumers like no other.
'It's not just about the product, it's the whole entire world of Rhode,' Bieber said. 'It's the way I want people to feel something when they get the products, when they use them. I want them to feel that they are a part of something.'
The Business of Beauty Global Forum 2025 is made possible in part by our partners Front Row, Unilever Prestige, Citi, McKinsey & Company, Getty Images, Grown Alchemist and Stanly Ranch and our awards partners L'Oréal Groupe and Sephora. If you are interested in learning about partnership opportunities, please contact us here.
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