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Untangled | Inside Beauty’s Digital Hype Chase
Plus: TikTok wellness spike sets stage for ingestible haircare upsell
Zihan Lyu
August 06, 2025 • Estimated Reading Time: 5 minutes
Untangled
This week, here’s what’s happening in the world of hair marketing:
- Fall’s mocha-to-cherry color wave drops with 3.2M virtual tests
- BondiBoost’s daily growth drops chase subscription stickiness
- TikTok wellness spike sets stage for ingestible haircare upsell
🌟 Editor’s Pick - Incrementality Over Instincts
Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.
That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.
Highlights include:
Why Last Click dramatically undervalues upper-funnel marketing
Predictive modeling uncovering up to 80% more revenue potential in Meta
How brands found the confidence to reallocate budget and scale new channels
How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact
As Andy King, Head of Performance Marketing at NBrown, put it:
“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”
👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.
📌WEEKLY MUST-KNOWS
DIGITAL MARKETING STRATEGY
Inside Beauty’s Digital Hype Chase
 | Vogue Business unpacks how beauty brands are leaning on TikTok micro-moments, drop culture and limited runs to keep pace with an algorithm that churns hype faster than supply chains. The speed-versus-profit tension is forcing marketers to rebalance paid-organic mix and warehouse agility to avoid stockouts or wasted spend. |
CONSUMER COLOR TRENDS
20 Fall 2025 Hair Color Trends You'll See Everywhere
Perfect Corp’s fall color map shows mocha mousse brunettes, cherry-cola reds and caramel highlights trending across 3.2 M virtual try-ons. The data-led palette gives hair brands a ready brief for shade expansion, creative direction and influencer casting ahead of Q4 peak.
ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list. We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue. Wednesday, 13 August | 4:30 PM (Day 3) 📍 5 minutes from the venue (details shared upon RSVP confirmation) |  |
If you’re serious about the next wave in commerce, this is the spot to be.
Spots are limited—grab yours now.
⚡QUICK READS
BondiBoost Hg Lock Drops Support Thicker Hair and More: BondiBoost debuts a 3% Procapil + 3% Redensyl serum, signaling mainstream adoption of science-backed daily growth drops that fit DTC subscription models. (More)
The Vogue Business Beauty Trend Tracker: Spate data shows TikTok searches for stress-relief supplements surging, widening the runway for inside-out wellness and ingestible haircare extensions. (More)
Hot Take—I Want Chemicals On My Face And In My Skincare: Marie Claire’s pro-chemical essay hints at consumer fatigue with “clean but ineffective” claims, opening space for efficacy-first messaging backed by safety data. (More)
ClickZ is a ClickZ Media publication in the DTC eCommerce division