# Martha Stewart lifestyle and beauty brand expansion

> Live situation record from CLSTR: https://clstr.news/situations/martha-stewart-lifestyle-and-beauty-brand-expansion
> Updated: 2026-09-30T16:18:31.000Z. Sources: 6. Developments: 2.

Martha Stewart has expanded her lifestyle and beauty presence through strategic marketing and brand growth. In mid-September, Stewart utilized a provocative social media post to promote the Elemental Lip Serum for her skincare brand, Elm Biosciences, which she co-founded with Dr. Dhaval Bhanusali. She later clarified the post was a marketing “ploy” to highlight the product’s ability to keep lips “lustrous and soft.”

By late September, Stewart’s business ventures continued to grow across multiple sectors. In addition to the expansion of Elm Biosciences into cosmetics, she has extended her influence into the footwear industry through a capsule collection with Skechers, featuring Hands Free Slip-ins® loafers.

## Timeline

### 2026-09-30: Martha Stewart expands lifestyle brand into footwear and cosmetics

Martha Stewart expands her lifestyle empire through a Skechers footwear capsule collection and the launch of the Elemental Lip Serum via her skincare brand, ELM Biosciences.

3 sources. https://clstr.news/cluster/martha-stewart-expands-lifestyle-brand-into-footwear-and-cosmetics

### 2026-09-14: Martha Stewart uses social media teaser to promote new lip serums

Martha Stewart used a provocative Instagram caption about releasing her “nudes” as a marketing ploy to promote new lip serums from her skincare brand, Elm Biosciences.

3 sources. https://clstr.news/cluster/martha-stewart-uses-social-media-teaser-to-promote-new-lip-serums

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Cite as: Martha Stewart lifestyle and beauty brand expansion. CLSTR, https://clstr.news/situations/martha-stewart-lifestyle-and-beauty-brand-expansion