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Beauty brands are rushing to add apps as a ploy to allow shoppers to experiment with beauty more often, while also eliminating the need for consumers to return products because of disappointment in shades. If a brand doesn’t have an app now, it probably will this year.

(To view the full Beauty Trends Report, click here.)

L’Oréal kicked off the trend two years ago with Makeup Genius, but many others have been quick on its heels.

NEW YORK — Existing nationals retailers selling its products, such as CVS and Target, will be provide a majority of growth for e.l.f. moving forward, CEO Tarang Amin said in an interview with Investors Business Daily.

NBC's Today show spoke with some of Hollywood's top celebrity beauty experts to get the scoop on the best drug store beauty products to help battle the winter elements.

The network also highlighted the beauty products in one of its beauty segments and in a feature online.

The majority of the products can be found at drug and mass retailers.

To see the list, click here.

CINCINNATI — Actress, film producer and philanthropist Priyanka Chopra is joining a roster of women around the globe as Pantene’s newest Global Brand Ambassador.

Chopra will be the face of Pantene’s new campaign celebrating the Brand’s biggest shampoo launch in 30 years: Pantene Pro-V’s new Shampoo formulas that go beyond washing to fuel hair from within. Pantene’s new shampoos claim to fuel hair with the nutrients it needs to be strong from the core to endure the stressors it faces day in and day out.

NEW YORK — Coty is forming a new global partnership with creative agency Anomaly to sharpen Sally Hansen’s positioning and help drive growth for one of the largest nail brands in the world.

According to Coty, Anomaly will work with Sally Hansen on all aspects of the brand, including TV, print, social and owned channels, point of sale and in-store brand expression. The first campaign from this partnership will debut in 2017.

Ulta Beauty is opening its first brick-and-mortar location on the Upper East Side in New York City. 

According to Allure, the new location is at 144 E. 86th St. and is a few blocks away from competitive retailers like Sephora and Bluemercury. 

NEW YORK — French beauty retailer L'Occitane is looking to redefine the beauty shopping experience with the opening of a new Flagship store in the Flatiron District of Manhattan.

L'Occitane says its new store presents a new shopping model designed for today's consumer, addressing their varying needs for information and immediacy, all the while channeling the rich heritage, natural beauty, and art de vivre of Provence.

NEW YORK — Perfect Corp.'s YouCam makeup app is partnering with makeup artist Robin Black to launch an exclusive holiday beauty series. 

The company says Black will be working in conjunction with Perfect Corp.’s team of Beauty Circle editors and YouCam developers to design original trending looks for users to experience and try on from their mobile devices.