Key Takeaways: Beauty brands tapped culture’s biggest stages: sports, fashion, music, and nostalgia.E.l.f., MAC, and Valentino proved marketing thrives through cross-category collaborations.September’s campaigns showed beauty’s cultural participation.From tear-streaked reality TV nostalgia and Studio 54 glamour to bold moves into sports sponsorship, beauty brands leaned hard into culture this month. Garnier leveraged TV’s most iconic criers, e.l.f. Cosmetics stepped onto the pitch with Tottenham Hotspur Women, and La Roche-Posay turned 50 with a tongue-in-cheek mockumentary narrated by Law Roach.Meanwhile, MAC unveiled a fearless new global campaign fronted by Doja Cat, and Valentino brought disco decadence to New York Fashion Week with a Studio 54-inspired launch. Together, these activations underscore how beauty continues to blur the lines between entertainment, sports, fashion, and nostalgia to stay at the center of cultural conversation.