Launching Shakira’s Haircare Brand & Men's Beauty Entering Its Huberman Era

This month, we’re looking at how brands move beyond hype to scale from Shakira’s Latin-rooted launch to wellness reshaping men’s beauty. Plus, Glo2Facial’s immersive site drove a 289% spike in provider interest. Here’s what caught our eye.

Beauty Industry Roundup

Rhode
Harris Dickinson fronts the launch of Rhode’s Glazing Milk Mist, expanding its gender-neutral appeal. Also coming this fall is Rhode’s first major retail rollout at Sephora, fresh off e.l.f. Beauty’s $1B acquisition.

Isima
Shakira’s haircare line officially launched in June, offering formulas designed for the Latinx community’s diverse hair needs. Now available at Ulta Beauty across the U.S. and Mexico. (more on our launch below)

Hourglass
Hourglass opened its first NYC flagship: part luxury apartment, part art gallery. 

Dr. Squatch
Unilever just acquired Dr. Squatch, a DTC grooming brand known for its viral humor and natural formulas. A strategic move to deepen their digital-first, men’s personal care portfolio.

Charlotte Tilbury x F1
Beauty meets speed. Charlotte Tilbury renewed its F1 Academy sponsorship and will support young female drivers through scholarships and mentorships.

Calvin Klein
Known for its fragrance legacy, CK is tapping into Gen Z’s mist obsession. Launched July 1, its Hair & Body Perfume Mists offer a minimalist, clean counterpoint to the Sol de Janeiro-style scent boom.

Caldera + Lab
The performance men’s skincare brand just launched a three-step haircare system powered by plant-based exosome tech. Now a BeautyMatter FUTURE50 brand, it’s one to watch in the wellness-meets-function space.

Creative Breakdowns with Elizabeth Ahern

Meet Elizabeth Ahern, VAAN’s new Creative in Residence. 

Founder of Brand 555 and former marketing leader at Red Bull, Carvana, and Chamberlain Coffee, Liz brings deep experience across brand strategy, go-to-market, and team leadership.

You’ll be seeing her popping up on our timeline sharing her insights.

Here’s one to start with 👇

Is Men’s Beauty Having a Breakthrough?

Liz explores how Rhode’s latest campaign, featuring actor Harris Dickinson (of Babygirl), hints at a bigger cultural shift.

From Huberman-fueled wellness trends to brands like Patricks and Dr. Squatch tackling real grooming needs with style, the interest is growing and the stigma is fading.

More on how wellness is bleeding into beauty in our latest Beauty Report.

Rooted in Culture, Built to Scale

Founded by Shakira and backed by experts, Isima is a new standard in Latinx haircare: clinically proven, culturally rooted, and globally built.

VAAN partnered with the team to bring that mission to life through a multilingual, mobile-first digital experience.

check it out → isima.com

Webby Nominated, Just Add Bubbles

Glo2Facial needed a digital experience that mirrored the luxury and innovation of its oxygenation facial treatment. We built a Webflow-powered site full of motion, sound, and storytelling and the results speak for themselves:

• +289% spike in visits to “Become a Provider”

•  +16% provider form conversion rate

•  23% longer time-on-site

•  1 Webby-nominated homepage (with bubbles, of course)

This is what happens when storytelling and UX align.
See the full case study → vaangroup.com

Built for Beauty, Made to Move

Some of the most talked-about names in beauty (Rhode, Rare, r.e.m., Makeup by Mario, etc) have something in common. Yes, they’ve got loyal followings, viral moments, and strong identities. But what’s often overlooked is the platform underneath it all.

More and more, beauty brands are choosing Shopify. It gives them room to grow and move at the pace of culture while still keeping control.

We just published a deep dive into why Shopify has become the go-to for beauty brands in 2025

Read the full article

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