The US has found a new lustre in 2025, drawing the gaze of expansion-hungry global beauty brands like an old flame promising an exciting new fling.
An influx of businesses including UK teen-favourite Indu, Trinny London and Irish darling Sculpted by Aimee have all expressed interest in making moves to establish or strengthen their brand in the States.
But what has changed in the beauty landscape to prompt brands to take a crack at America over other major players like India and China – and how can they ultimately succeed?