The Comet Chronicles

In 2025, beauty influencer marketing goes far beyond product reviews. Leading brands excel through distinct strategies: Pat McGrath Labs merges luxury and fashion, Bobbi Brown champions everyday authenticity, MAC blends Gen Z culture with professional expertise, and Charlotte Tilbury fosters empowerment and broad partnerships. Success hinges on authentic influencer relationships, tailored content, collaborations, and seamless journeys from discovery to purchase.

While headless commerce promises optimal site speed for e-commerce stores, its complex implementation and high costs often outweigh the benefits for many brands. Traditional optimization techniques combined with headless-native solutions like Comet offer a more accessible path to achieving fast-loading stores without unnecessary complexity or expense.

Social commerce is evolving rapidly, with platforms like TikTok Shop, influencer-driven sales, and live shopping reshaping how consumers shop online. We looked at key trends and give actionable tips for e-commerce brands to materialize on social commerce in 2025.

Six key lessons from REFY plus a free full funnel breakdown with detailed touchpoint analysis.

Want higher conversions, bigger cart sizes, and smarter ad spend? Dive in to see why micro-stores are revolutionizing social ads and influencer campaigns.

AppLovin is the new cool kid in town. There hasn’t been a bigger hype around a platform since TikTok joined the arena. But will AppLovin become the next Meta for advertising, or face a similar fate as TikTok (poor for performance, great for awareness)? Time will show. Read more to understand how AppLovin works, how their advertising works vs. Meta, and the opportunities for ecommerce brands.