Beauty Creators, Influencer Brands and Big Deals — 2026-09-25
This week, Rhode extends its post-e.l.f. momentum as Hailey Bieber's brand draws fan anticipation ahead of a reported French launch, while Selena Gomez teases a mysterious Rare Beauty launch in her home state of Texas. On the creator-economics side, TikTok Shop is pushing beauty brands toward sales-based (performance) deals over flat fees, and FTC exposure for undisclosed affiliate content — with fines up to $53,088 per violation — is emerging as a major brand-side risk.
Beauty Creators, Influencer Brands and Big Deals — 2026-09-25
Top developments
TikTok Shop shifts beauty creator deals from fees to performance
A new deal structure is spreading among emerging beauty brands that can't afford big influencer fees: instead of paying for posts, they compensate creators on the conversions and sales they drive on TikTok Shop. Inc. reports this changes deals away from follower counts and toward trust and measurable sales.
Hailey Bieber rides Rhode momentum into Europe
Hailey Bieber paired Rhode with M.ph by Mary Phillips for a new nude lip look this week, months after the Rhode backlash cycle, as the brand keeps generating buzz under e.l.f. Beauty ownership. French media are also reporting Gen Z anticipation for Rhode's long-awaited arrival in France.,
Rare Beauty teases a Texas launch
Selena Gomez's Rare Beauty is teasing a mysterious launch in Texas — Gomez's home state (Grand Prairie) — per a September 23 report. The teaser comes weeks after Gomez and Rare Beauty's chief impact officer appeared at the Fast Company Innovation Festival talking mission-led growth with the Rare Impact Fund.,
FTC risk lands on TikTok Shop affiliate brands
Compliance writers this week argue that TikTok Shop's open affiliate marketplace leaves brands owning the disclosure risk: creators can add products and earn commission without brand review, yet the FTC treats open affiliate programs like formal brand deals. FTC penalties run up to $53,088 per violation, with more than 150 warning letters to TikTok Shop creators issued in 2025 and enforcement actions up 40%.,,
Beauty "who did it first" drama heats up
Cosmopolitan's beauty editor breaks down the latest packaging-drama between brands fighting over who launched a product/packaging concept first — arguing performance matters more than originality claims, as copycat accusations become a recurring creator-driven controversy vector.
Local view
- Korea · WomanSense (우먼센스): influencer commerce — creators building their own brands — has entered a new phase, with growth no longer driven by personal trust alone.
- France · L'Officiel USA / French press: the September 2026 beauty edit rounds up the month's top launches including Beyoncé's Cecred haircare alongside Shiseido.
- France · BFMTV: three French beauty/lifestyle influencers (Océane El Himer, Léa Mary, Amirrlife) were placed in garde à vue in Dubai on September 22 over alleged drug possession — a reputational risk story dominating local creator press.
Context & numbers
- U.S. consumers spend roughly $280 a year on cosmetics; global beauty and personal care is a more-than-half-a-trillion-dollar market.
- FTC penalties for undisclosed endorsements: $53,088 per violation (per day) in 2026; every non-compliant post can count as a separate violation.
- Benchmarks from earlier 2026 deal data frame valuations: breakout founder-led or celebrity brands command 5x–8x multiples; e.l.f. paid up to $1B for Rhode (~4.7x) and Helen of Troy 7.2x for Olive & June; Church & Dwight paid up to $880M for Touchland at 12.7x EBITDA.,
On the radar
- Donatella Versace beauty line: a launch has been teased this week on the Art of the Brand newsletter — watch for official confirmation.
- Rare Beauty Texas launch: exact product, date and format still unannounced.
- Rhode in France: covered-press anticipation suggests an official European market announcement is imminent.
- FTC enforcement trend into TikTok Shop: more warning letters are expected given the 2025 escalation; brands should audit affiliate content workflows.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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