Beyond The Headlines: Coty sells Wella, Haruharu Wonder launches at Target
Key takeaways
- Coty sold its remaining stake in Wella to KKR as part of a long-term divestment strategy.
- K-beauty brand Haruharu Wonder launched at Target, expanding its presence in the US.
- Paula’s Choice introduced The Long Game campaign.
In recent industry news, Coty sold off its remaining shares of hair care brand Wella to KKR as part of a longer divestment plan. K-Beauty brand Haruharu Wonder launched at Target across the US. Meanwhile, Paula’s Choice launched a campaign targeting older female athletes with longevity-focused skin care.
Business news
Coty finalized the sale of its remaining 25.8% stake in hair care company Wella to investment firm KKR. The terms of the transaction gave Coty US$750 million in upfront cash consideration. The move was part of Coty’s ongoing divestment process that began in 2020.
Pola Orbis completed the liquidation of its Orbis Beijing subsidiary, a cosmetics sales company based in Beijing, reflecting a strategic reassessment of its China operations. The decision followed broader industry efforts to adapt to shifting regulatory conditions and evolving consumer dynamics in the region. It was finalized on December 18, 2025.
Canadian specialty natural ingredients supplier New Directions Aromatics acquired Aromatic Fragrances International, expanding its fragrance development and formulation capabilities. The US-based company has an in-house fragrance library of over 50,000 scents and domestic manufacturing capabilities. The acquisition strengthens the company’s position in the global natural ingredients and fragrance supply market.
Retail news
Haruharu Wonder debuted at Target, bringing its vegan, science-backed formulations to US shoppers. Over the last five years, the K-beauty brand has expanded to more than 150 countries and is now available in over 90 retail partners globally. Haruharu focuses on accessible skin care with all products priced below US$25.
Rare Beauty announced it will launch across the US in Ulta Beauty in February, expanding its nationwide retail footprint. The move strengthens the brand’s omnichannel presence and reflects continued momentum for celebrity-founded beauty brands within prestige retail. It will include the brand’s color cosmetics and exclusive Ulta kits, which will be introduced at launch.
Paula’s Choice launched a campaign for active seniors, spotlighting female athletes aged 65 and above.Social impact
Paula’s Choice launched The Long Game, a campaign for active seniors, spotlighting female athletes aged 65 and above. It aims to challenge conventional beauty narratives around aging. At the center of the campaign is the launch of its CellularYouth Longevity Serum, a clinically tested formula designed to reduce visible signs of aging. The initiative reinforces the brand’s focus on skin longevity and aims to empower consumers to invest in their skin.
E.L.F. Cosmetics extended its partnership with The Wonder Women of Wrestling Foundation (WWOWF) for the second year in a row. The company was the first sponsor of the WWOWF Varsity Girls Wrestling Tournament in December last year. The partnership aims to empower and build confidence through community-focused initiatives, aligning with the brand’s purpose-driven positioning.
Product launches
ILIA Beauty launched Overglaze Hydrating Lip Gloss, combining high-shine color performance with skin care-focused ingredients. The launch included 12 shades with clinically proven 24-hour hydration, according to the brand. The products tap into hybrid makeup products, bridging beauty and skin care.
Foreo launched its For Everyone subbrand, targeting Gen Z and millennial consumers by offering simpler products at a cheaper price range. It focuses on accessible skin care solutions, designed to simplify routines while supporting the skin barrier and skin health. The line includes pimple patches and peptide lip treatments, as well as “cheaper” beauty devices.
CoverGirl launched its first-ever tubing mascara with the Ready. Set. Wrap. campaign. The mascara is engineered to last up to 30 hours and provides definition and lash-extension effects, the company said. It is also sweatproof and water-resistant, and is available at CoverGirl retail locations.
Oral care brand MySmile unveiled evidence-backed insights to debunk common myths about teeth whitening. It aims to highlight the role of its clinically proven, US-made whitening technology, and also introduced an enhanced formula for its existing whitening kits — MySmile Teeth Whitening Kit’s 5X LED and 28X LED.
