1、USA|Cosmetics,Household&PersonalCareEquity ResearchSeptember 26,2025 AshleyHelgans*|Equity Analyst(212)336-7367|SydneyWagner*|Equity Associate(212)778-8943|BryanPinedo,CFA*|Equity Associate+1(917)421-1958(office)|BlakeAnderson,CFA*|Equity Associate(212)323-7686|Buzzworthy Beauty Insights Vol 148:Gen

2、 AlphaFocus;VSCO Home Fragrance DebutIn this edition of our Buzzworthy Beauty Industry Insights,we highlight keyheadlines:Gen Alpha brand momentum,Victorias Secret launches homefragrance,Squishmallows launches fragrance at Ulta,milk-inspired productsdriving innovation,and Rhodes record debut.Key Hea

3、dlines:Leadership:LOreal USA names new CEO Alexis Perakis-ValatM&A:EL supplier Intercos SpA pursuing acquisitionLeadership:Revlon Appoints EL Alum Amber Garrison as President of FragranceGen Alpha Focused Beauty Brands Accelerate:Brand launches appealing to Gen Alpha are scalingquickly.Sincerely You

4、rs and Yes Day are among brand launches in September alone catering tothe cohort.Momentum is evident in turnout and engagement,with Sincerely Yours drawing anestimated 80k tweens to American Dream mall.Retailers are working to meet the demand,withSephora planing on adding Gen Alpha brands later this

5、 year and Ulta offering in-store birthdayparties.To win parents approval,ageappropriate formulas,education that steers kids away fromadult actives,and more accessible price points are employed to capture spend shifting awayfrom legacy brands.With high risk given rapidly changing preferences,retailer

6、s are leaning intoexperiential programs and a broader mix across skin,body,hair,and fragrance to keep the mosttrenddriven customers engaged.Victorias Secret Launches Home Fragrance:Victorias Secret is expanding into the homefragrance market with a nine scent collection,including candles,room sprays,