Blog
Beauty launches, reformulations, and trends. A place to explore the products and questions behind our work with beauty brands.
Beauty for All Budgets: Gen Z Redefines Value in 2025
As prices rise and preferences shift, Gen Z turns to ingredient-first, emotionally resonant brands over hype.
Cloud Curls: The Airy, Frizz-Friendly Hair Trend Dominating 2025
Say hello to 'Cloud Curls': a weightless, volume-rich curl movement that celebrates frizz, freedom, and natural shape.
Martha Stewart Launches Elm Biosciences at Age 84
Skincare meets science as Martha Stewart teams up with dermatologist Dr. Dhaval Bhanusali to launch Elm Biosciences: built on 5 years of R&D.
Rare Beauty Launches Rare Eau de Parfum: A Customizable Fragrance Debut
Selena Gomez introduces Rare Eau de Parfum: warm, spicy, accessible, and made to layer.
Rhode Is Coming to Sephora: Official Launch This Fall
Hailey Bieber's skincare brand Rhode will debut in Sephora stores across the US and Canada this fall, with a UK expansion expected later in 2025.
Youthforia Shuts Down One Year After Foundation Backlash
Once a viral success on Shark Tank, Youthforia closes its doors after public outcry over shade inclusivity missteps.
Island Girl Beauty Is TikTok’s Summer Vibrant Look for 2025
Sun-kissed, dewy skin, tropical tones, and effortless glow: how ‘Island Girl Beauty’ became Gen Z’s go-to summer aesthetic.
Urban Decay Reformulates All Nighter: Here’s What Changed
Urban Decay’s cult-favorite setting spray just got a 2025 update. Is it better, worse… or just different?
e.l.f. Brings Back Jelly Pop – Dewy Watermelon Nostalgia for Summer 2025
The juiciest line from e.l.f. is back: Jelly Pop returns with new glow-packed formulas and 90s vibes. TikTok is (again) obsessed.