ENTREPRENEURSHIP

How Beauty Brands Are Recession-Proofing Their Businesses

In the first quarter, impacted by a surge in imports as businesses sought to get ahead of higher tariffs and a decline in government spending, American gross domestic product contracted. If GDP is down for two consecutive quarters, the United States will officially be in a recession before it celebrates its 249th birthday. <h2 ...
Rachel Brown·May 12, 2025·2 min read
The 30-second read
In the first quarter, impacted by a surge in imports as businesses sought to get ahead of higher tariffs and a decline in government spending, American gross domestic product contracted. If GDP is down for two consecutive quarters, the United States will officially be in a recession before it celebrates its 249th birthday.

In April, J.P. Morgan put the probability of the country entering a recession this year at 60%. According to an analysis of earnings by FactSet cited in The New York Times, executives discussed “recession” in 30% of first quarter earnings calls, up from 3% the previous quarter. Business optimism slipped in March, and Americans’ consumer confidence plummeted to a 5-year low the prior month.

However, the economic picture changed dramatically Monday, when the American and Chinese governments announced they reached a deal to reduce tariffs. The tariff rate on Chinese imports has been decreased to 30% from 145%, at least for 90 days, sending the stock market up and calming panic among companies across the U.S.

Despite the trade wars, there are several signals that the U.S. economy is relatively healthy, including a slowdown in inflation growth, minimal unemployment and rising wages. American employers continue to add jobs—185,000 in March and 177,000 in April—while the unemployment rate has remained steady at 4.2%.

As beauty entrepreneurs and executives guide their businesses during this uncertain period, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 20 of them the following: What business preparations are you making for a possible recession? Are you doing anything for consumers facing an economic downturn?

The players

2 mentioned
Brand

Too Faced

Brand

AS Beauty

Founded2019
HQNew York, New York, United States
Revenue Range$150M+
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