Can Nars Keep Winning Complexion?
Welcome to Haul of Fame, your weekly roundup tracking the new products and ideas driving the beauty industry forward.Included in today’s issue: Chanel, Daise, Dior, E.l.f Cosmetics, Fenty Beauty, FlutterHabit, Liquid IV, Saltair, Sephora, and Update.But first…In 2013, the runaway success of Nars’ Radiant Creamy Concealer vaulted the brand to the top of the complexion category. A buildable formula with a dewy finish, its perfect for spots, undereyes and highlighting, and has maintained its standby status through changing makeup trends. With the brand’s latest and greatest complexion launch, the Natural Matte Longwear foundation — introduced this week — they want to remain ahead of the game. “We don’t just launch foundations for foundations sake,” said Rachel Leon-Wardrop, Nars UK general manager. The brand’s last foundation launch was the Light Reflecting foundation in 2022, and while it has a number of new products in the pipeline for this year, Natural Matte is set to be its most consequential by far. The makeup brand, named for editorial makeup artist François Nars, is better known for its provocatively named blush franchises and glowy, artistry-led base products. Nars has retained the number two spot in foundation for years thanks to its Light Reflecting formula. On a whole, the brand is a consistent growth driver for parent company Shiseido, where it sits as one of three “core” brands and comprised 12 percent of the conglomerate’s 2025 net sales — roughly $745.8 million globally, according to company filings. More than half of that business comes from complexion, said Leon-Wardrop.While not a trend-driven brand, Natural Matte Longwear’s pore-refining trio and oil-absorbing particles shows understanding of consumers’ increasing skincare demands from their cosmetics. The launch was also informed by feedback from customers in warmer climates who felt Nars’ existing foundations needed more staying power. The new foundation comes in a 46 shade-range, and can visibly improves pore appearance in two weeks according to a clinical study of 35 participants. (Nars) But in the years since its Light Reflecting product hit the shelves, competition within the foundation category has only intensified. In 2025, the revamped triclone foundation from Lady Gaga’s Haus Labs clinched the top spot at Sephora, while brands including Charlotte Tilbury, Makeup by Mario and Augustinus Bader and Victoria Beckham Beauty are also gaining complexion share. Nars is now banking on its matte product driving new growth, as best-selling foundations such as Estée Lauder Double Wear and Armani Luminous Silk have recently undergone reformulations. “There’s going to be a lot of customers shopping around, and here we are with a brand new innovation,” said Leon-Wardrop.With complexion making up the lion’s share of sales, Nars’ success as a brand relies on maintaining its subcategory dominance. “Complexion is a strategic must win category for us, [and] remains our priority every single year,” Leon-Wardrop said. Not every product is a hit, as evidenced in the 2017 launch and 2019 discontinuation of its Velvet Matte Foundation Stick. Now, a brand new formula, Nars will have to convince customers that it has finally distilled the soft glow its known for into a decidedly matte, long wearing formula. To do so, the brand is relying on a sampling programme and its newly announced global ambassador Kaia Gerber to attract new customers, which will be key to making the matte foundation a success. A net new product may be more exciting than a reformulation, but it still has to get to number one all on its own.What else is new…SkincareWho: DaiseWhat: Lip balm phone pod When: 22/2Why: From Huda Beauty to Charlotte Tilbury, everyone wants a slice of Rhode’s lipgloss phone case success. Gen Alpha brand Daise innovates on the form with a tween-friendly lip balm phone pod ($6.99). Daise are doubling down on the lip category: last week, they also launched a peptide lip butter complete with beaded charm. (Daise) *** Who: E.l.f Cosmetics What: Big Dill Glow Reviver Melting Lip BalmWhen: Feb. 24 Why: This week, E.l.f cosmetics bet heavily that the Gen Z obsession with pickle snacks and pickle juice martinis would extend into skincare, expanding the Glow Reviver Melting Lip Balm with a limited edition Big Dill flavour ($9). The bet paid off: it sold out instantly.MakeupWho: ChanelWhat: Denim makeup collection When: Feb. 20Why: Chanel made jeans…for its hand cream. But for those who missed out on the branded denim La Creme Main pouch ($85), Chanel’s denim makeup collection also contains blue-hewed eyeshadows, lip colour and illuminating powder, for a limited time.The collection, modelled by Chanel ambassador Lily-Rose Depp, was developed by the brand's global creative makeup partner Valentina Li. (Chanel) ***Who: FlutterHabitWhat: PrepTECH™ eyelashes When: Feb. 26Why: Lash trends come and go, but lash-user-unfriendliness remains a constant. FlutterHabit has a solution, launching its bestselling styles of lash with patent-pending microdots of glue along the lash band to remove the signature soul-crushing frustration of falsie application. ($34.99)FragranceWho: DiorWhat: J’adore Intense When: Feb. 25Why: As high-concentration fragrances drive surging revenue growth for the likes of Amouage, Dior is responding with an intense version of the bestselling J’adore ($153), nosed by Francis Kurkdjian and faced by Rihanna.Hair CareWho: Fenty BeautyWhat: The Imposter Invisi-Boost Volumizing Dry ShampooWhen: Feb. 23Why: A busy week for Rihanna, as Fenty Beauty’s first dry shampoo also enters the ring ($32). Entering an increasingly competitive non-wash day subcategory, the spray hits all the right beats with a silicone-free formula and promises of intense volume.Body CareWho: Saltair What: 2% Salicylic Acid Acne Body SprayWhen: Feb. 24Why: While body breakout care often looks unsavoury or medicinal, Saltair’s salicylic acid-powered ($16) sits more elegantly on the shelf. ***Who: AmikaWhat: Body wash, body butter and body oil.When: March 4Why: Bestselling hair care brand Amika is branching out. It’s debut trio of body care includes a wash, butter and oil, priced between $27 and $72. But can they dominate a second category without the same pro-stylist endorsement?Retail Who: Sephora What: Boutique store formatWhen: SummerWhy: Sephora is consolidating its presence in the UK. A week on from the opening of its first Belfast location, the retailer announced it will debut a new boutique format across London’s Carnaby street and Spitalfield’s market this summer, as it looks to entice British shoppers with a “pop-in” high street formula. Wellness Who: UpdateWhat: Relaunch with Kim Kardashian as cofounderWhen: Feb. 24Why: Kim Kardashian has added relaunched energy drink brand Update to her sprawling investment portfolio. Listed as a co-founder, Kardashian helped design the packaging for the caffeine-free brand, which is powered by paraxanthine to eliminate the afternoon slump.Five flavours of the caffeine-free beverage will be available across 4000 Walmart stores from March 1. (Drinkupdate via Instagram) ***Who: Liquid IVWhat: Official partnership with the Brit AwardsWhen: Feb. 28Why: In a sign of the times, Unilever’s Liquid IV has been announced as the first ever wellness partner of the Brit awards. Alongside alcohol sponsor Hennessy, award performers, crew and VIPs will be able to sip on fruity, energy-boosting drinks, as the brand launches its sugar-free range into the UK. Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day’s most important beauty and wellness news and analysis.
