5WPR at BeautyMatter’s Future50: The Future of Beauty, Retail, and Wellness

Ilisa Wirgin, Managing Partner and EVP of Beauty, Health & Wellness at 5WPR, attended BeautyMatter’s FutureFifty event this past Friday – a gathering that brought together forward-thinking minds shaping the future of the beauty and wellness industries. Hosted in partnership with BeautyMatter, this event was a hub of insight, innovation, and inspiration. Here are the top takeaways from the day.

L’Oréal on Acquisition: Strategy with Soul

In a powerful conversation between L’Oréal’s Carol Hamilton and Ali Goldstein, attendees gained an insider’s look into how the beauty giant approaches acquisitions. Their philosophy? It’s not just about numbers, it’s about nuance.

L’Oréal seeks brands with the potential to scale globally, but just as important is that a brand has “depth and soul.” Longevity is critical, brands must be more than three years old, and profitability is non-negotiable. Health and wellness, in particular, are seen as ripe for long-term opportunity.

Rather than rushing into deals, L’Oréal builds early, authentic relationships, sometimes even before presales. Their acquisition of Youth to the People is a prime example: the goal was to understand the brand’s essence before moving forward. A standout business model, strong D2C presence, and successful partnerships (like Urban Decay’s prowess on social media) are all major pluses.

Branded Retail Evolves: Experience Over Transaction

As consumer behavior continues to shift, the role of retail is being redefined. Brands and retailers alike are now expected to create memorable experiences that transcend traditional shopping, a theme explored during this panel featuring Matthew Malin, Co-Founder and CEO of Malin+Goetz; Marco Parsiegla, CEO of Amouage; and Amy Errett, Founder and CEO of Madison Reed.

Retail is becoming a form of hospitality, with spaces where customers can connect with brands on a deeper level. Loyalty and personalization are at the core of this evolution. To succeed, retailers must act as destinations, offering immersive environments that foster emotional connections and community.

The Amazon Effect: Balance, Discovery, and Brand Integrity

The “Amazon effect” remains a double-edged sword for brands. On one hand, a viral TikTok moment can trigger an immediate surge in Amazon sales. On the other, it raises challenges around brand control and maintaining a consistent identity – these topics were tackled during this panel featuring Christopher Skinner, Chief Revenue Officer at Front Row; Monifa Browne, SVP of Digital & Brand at NuFACE; and Erin Dwyer, Operating Advisor at GroundForce Capital.

While Amazon is optimized for conversion, true brand discovery often happens off-platform, through influencers, affiliate marketing, and social channels. Brands must invest in their off-Amazon presence to generate awareness and intent.

One key strategy: product bundling to align with trending categories and inform advertising campaigns. Reviews are also essential, they serve as authentic validation in a way traditional marketing cannot. At the same time, brands must navigate retailer exclusivity while leveraging Amazon’s growing foothold in the social commerce space.

Authenticity at Scale: Community Is Everything

Authenticity remains the cornerstone of brand growth, but scaling it is both the challenge and the opportunity. In today’s landscape, building and nurturing a community has never been more crucial. This topic was explored in depth by Armaan Mehta, Co-Founder of Odore; Deepica Mutyala, Founder and CEO of Live Tinted; and Mona Kattan, Founder and CEO of Kayali, in this panel discussion.

This means being where your audience is, consuming the content they engage with, and leaning into creator relationships. Brands should empower influencers to take the lead, even on the brand’s own platforms.

Long-form content is also making a comeback, particularly on YouTube, offering more depth and narrative opportunities. And when it comes to metrics, not every post has to go viral right away. Some content takes time, Reels and short-form videos may catch fire later, so consistency and patience are key.

Fireside Chat with Ulta Beauty CEO Kecia Steelman

Ulta Beauty’s new CEO, Kecia Steelman, shared the company’s vision for continued growth through a three-pronged strategy: brand building, digital acceleration, and deepening loyalty.

From a technology-forward app experience to personalized engagement with their loyalty members, Ulta is future-focused while staying rooted in accessibility. The company is capitalizing on the rising wellness movement, outpacing traditional beauty growth, and making thoughtful expansions into categories like sleep, movement, and intimate care.

Ulta is also investing in a curated brand marketplace and retail media network, helping emerging brands find their audience while maximizing ad spend within Ulta’s expansive ecosystem. With omnichannel integration, a commitment to inclusivity, and strong service offerings, Ulta is ensuring its stores remain a go-to for both mass and prestige beauty consumers.

Final Thoughts

BeautyMatter’s Future50 conference showcased a beauty industry in transformation – where authenticity, innovation, and intentional growth are the guiding principles. Whether it’s L’Oréal’s relationship-first acquisition model, Ulta’s evolution into wellness, or Amazon’s impact on discovery, one thing is clear: the future of beauty is about building meaningful connections that last.