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Starbucks enters the fashion and beauty industry?! Netizen: Give me an ice American eye cream

Published: 2026-04-12 Author:

Last Updated: 2026/04/12, ▲ Click to pay attention| Daily Boutique Coffee Culture Magazine Coffee Factory Recently, foreign media such as "International Business Times" and Reuters reported that in order to turn losses into profits, coffee chain Starbucks announced that it will launch an important new strategy, but what is unexpected is that this new initiative is not the coffee it is familiar with.

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Recently, foreign media such as the International Business Times and Reuters reported that in order to turn losses into profits, the coffee chain brand Starbucks announced that it will launch an important new strategy. However, what is unexpected is that this new measure is not related to the coffee field it is familiar with, but the seemingly unconnected fashion and beauty industry.

It is understood that Starbucks has officially established a "Fashion and Beauty Department" and prioritized filling key leadership positions. The coffee giant announced that it has hired Neiv Toledano, a professional in the field of fashion and beauty, and the new member will serve as the head of the brand launch department.

Relevant consultation shows that Neiv previously served as a member of E.l.f., a popular beauty brand in the United States. Senior Marketing Manager at Cosmetics, who also led social media operations for Chipotle and The Cheesecake Factory. After the news of Starbucks 'official announcement was released, the incoming new department leader posted on social media, saying,"In the future, I will combine my greatest enthusiasm to create cultural influence, fan resonance, and exciting moments that trigger topics for the Starbucks brand."

The news immediately attracted the attention of the industry after it was released. Many people were shocked and surprised by the coffee giant's bold move, but some media pointed out that Starbucks 'move was not a whim decision.

In 2019, Starbucks teamed up with celebrity makeup brand Kylie Cosmetics to launch limited lip gloss; in 2020, it teamed up with South Korean makeup brand Stonebrick to create a spring collection, launching a variety of products such as eye shadow and lipstick. Although these joint activities with beauty brands were short-lived, they attracted the attention and heated discussion of fans at the time and received good feedback.

Perhaps because of the previous joint cooperation that gave it a glimpse of opportunities, Starbucks officially established a corresponding department and recruited people for this purpose. From the outside world, it seems that the brand is not satisfied with the short-term limited marketing cooperation and wants to go further in the fashion and beauty industry.

Interestingly, netizens have their own opinions on Starbucks 'beauty makeup. Some people say that although beauty and coffee seem to have no connection at first glance, there are actually many coffee elements in the beauty industry. For example, some skin care products promote the addition of caffeine. Therefore, in their view, Starbucks 'attempt in the beauty field is not inconsistent, but rather makes people look forward to it.

Enthusiastic users also helped the brand make suggestions,"Coffee grounds can be used as body matte,""I have helped you think of names: Mocha eyeliner, coffee comprehensive eye shadow tray, latte nude lipstick, Kang Baolan repair,""Coffee flavor shampoo, prevent hair loss","By the way, make a manicure, Mocha cat's eye should look good","Furui white powder... don't say it, it's really interesting."

However, while netizens are open-minded, some people are worried about the future of Starbucks front-line employees, saying that if Starbucks produces its own cosmetics,"Starbucks employees will not only sell mooncakes, zongzi, cards and cups, but also beauty products."

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