These are the stories making headlines in fashion on Wednesday.

SZA launches a beauty brand

SZA is launching a makeup line called Not Beauty. Its first drop will include three $23 lip gloss shades. Later, the brand will debut other lip products, including stains, liners and creams. Not Beauty will be available at pop-up shops at SZA’s Grand National Tour stops. {Vogue}

What tariffs mean for resale platforms

Resale platforms are prepared to see a spike in demand as tariffs are expected to make retail goods more expensive. Secondhand sites will offer consumers affordable apparel options without the fear of price increases. Resale benefits brands, too: While tariffs drive up merchandise cost, resale allows retailers to “generate margin from goods already in the country and address price point challenges without passing costs on to customers,” Gabriela Barkho reported for Modern Retail. {Modern Retail/paywalled}

Shiseido names new Americas CEO

Ron Gee has resigned as Shiseido’s chief executive officer. Effective immediately, Alberto Noé has been appointed interim Americas CEO, on top of his current role as the company’s EMEA. The Japanese conglomerate’s leadership change comes amid a double-digit sales plunge in its American region. {Shiseido}

How to raise prices without losing customers

As fashion brands accept they’ll have to raise prices due to tariff hikes, many question how to navigate this without losing customers. Some labels see transparency as the best route, notifying customers of impending price increases via email or social media. Others are adding tariff surcharges at checkout. Meanwhile, big box retailers like Ulta and Nordstrom still have time to strategize, since it’ll be a few months until they’re impacted. {Vogue Business/paywalled}

Miuccia Prada makes the 2025 Time100 List

Time revealed its 2025 Time100 List, recognizing influential cultural figures, athletes, fashion tastemakers, artists and political leaders. Miuccia Prada was featured as a leading fashion force, alongside designer Willy Chavarria. See the full list here. {Time}

Marc Ecko returns to Complex

Marc Ecko is returning to Complex, the magazine he founded in 2002, as chief creative and innovation officer. He will oversee creative business strategies, and will focus on merging new technologies into the company to drive its commerce push, per the publication. Ecko joins Ray Elias, who was recently appointed as chief marketing officer. {WWD/paywalled}

Where the U.S.-China trade war leaves fashion

As the U.S. and China continue their trade war, fashion brands and retailers are scrambling to re-strategize their business plans. Many brands — big or small — are struggling to find other manufacturing hubs that are as accommodating as Chinese suppliers. Until brands find new international factories, they’re forced to eat the cost or raise sale prices at the risk of losing customers. Sales within China are also at risk for U.S. companies, as Chinese consumers could reject shopping from American brands and instead support domestically made goods. {Business of Fashion/paywalled}

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