A bold move is underway at Estée Lauder, and it's got the beauty industry buzzing! With a fresh approach to growth, the iconic brand is making waves in 2026. But here's where it gets interesting: they're not just relying on new faces, they're also reinventing their hero product, Double Wear Stay-in-Place Foundation.
This dual strategy follows the successful appointment of Nia Long as the North America brand ambassador in 2025, and the launch of Double Wear's concealer. However, the brand faced some challenges in its fiscal year 2025, as reported by the parent company. Declines in skincare sales in mainland China, a dip in fragrance franchises, and a fall in makeup sales in Asia's travel retail business were among the concerns. But the brand fought back with new makeup launches, including the Double Wear franchise's powder and concealer, which helped offset these waning category sales.
And the results for the first quarter of fiscal 2026 are promising! Justin Boxford, Estée Lauder's global brand president, shared his excitement: "The brand is resonating with both new and existing consumers. We're seeing broadband growth across the world. From the West to the East, and our key emerging markets, we've achieved three consecutive quarters of total market share growth from January to September 2025. That's extraordinary!"
For the same period, the brand also experienced strong retail sales and market share growth. Financial results from the parent company further highlight the brand's success: for the quarter ending September 30, 2025, Estée Lauder gained market share across North America in skincare, with ranges like Revitalizing Supreme+, Re-Nutriv, and Advanced Night Repair leading the way. Globally, the brand saw higher makeup net sales in Asia's travel retail business.
"We've gained market share in makeup globally, and this trend has continued for five consecutive quarters," Boxford emphasized.
This success is part of a strategic move to capitalize on brand equity in key areas, such as skincare with Advanced Night Repair. "We own the night and are solidifying our leadership in skin longevity, another major platform we're actively promoting. We're also reinforcing our expertise in makeup complexion," Boxford explained.
The launch of the Double Wear concealer in January 2025 has been a game-changer, becoming one of the top three prestige makeup launches in North America and the biggest makeup launch in units through November. "This has a positive impact on the entire Double Wear franchise," Boxford added.
All these efforts are part of Boxford's plan to "elevate the brand's desirability" and "accelerate the acquisition of new consumers geographically." He believes that by combining innovation, winning across channels, and driving their platforms, they can create momentum.
Double Wear is the brand's top product in many global markets and is the largest foundation in some markets. "It's an opportunity for us to connect with new generations of consumers while also engaging with our existing ones. We've taken everything Double Wear is known for and made it even better," Boxford said.
The franchise's concealer launch has already captured younger shoppers, and Boxford expects the relaunched foundation to do the same. "Consumer needs have evolved, and technology has advanced. We wanted to create a foundation that meets the needs of our existing users while also appealing to new, multigenerational consumers," he explained.
Enter Daisy Edgar-Jones, the brand's new global ambassador. "The Estée Lauder brand has a strong tradition of identifying iconic ambassadors who embody the brand's values and connect with its audience. Carolyn Murphy and Paulina Porizkova are perfect examples. And now, we have Daisy Edgar-Jones, who authentically resonates with Gen Z and young Millennials. She will help us recruit a whole new generation of Double Wear users," Boxford concluded.
So, what do you think? Is this a brilliant strategy or a risky move? Feel free to share your thoughts in the comments below!
