In beauty, we tend to celebrate the visible categories. Skincare gets the glow. Haircare gets the hero moments. Body care has finally had its renaissance. Hygiene, however, has largely remained in the aesthetic and formulation shadows. Emily Griminger noticed. What began as a deeply relatable personal frustration has evolved into Semmi , a flushable wipe brand positioning itself less as a bathroom afterthought and more as a modern personal care essential. For industry observe

Let’s face it: Most aisles in beauty are oversaturated as f*** now. There are way too many brands and an endless assortment of SKUs that all kinda do the same thing. But according to Emily Doyle, co-founder and CEO of DUNE Suncare, sunscreen is the exception.

Hand care has never lacked product technically, but what it has lacked is intention. For years, it has existed just outside the center of the beauty conversation. Practical, functional, easy to overlook. While skincare became ritualized and color leaned expressive, hands were left with solutions that worked in theory but rarely fit into real life. HEIRÉE steps into that gap with clarity. Not as a sweeping reinvention, but as a brand built on focus, lived experience, and a cl

There comes a point in every beauty professional’s career when the aisle that once felt full of possibility begins to feel exhausting. The launches multiply, the messaging intensifies, and the routines grow more elaborate until even the most seasoned insiders feel the subtle pressure of choice. Zen Dew enters at that moment of collective fatigue. It's a brand shaped not by trend cycles, but by two founders who spent nearly twenty years curating them, and who finally recogniz

Exploring the Brand Reshaping How We Think About Skin From Head to Toe For the past few years, the body category has been undergoing a meaningful transformation. Ingredient literacy has surged, textures have become more considered, and consumers are no longer willing to accept a diluted version of skincare simply because it’s packaged in a larger bottle. Yet even with this evolution, the category has lacked a unifying philosophy. There's been no clear articulation of what ful

When you think of cold-pressed, you probably think of juicing, not skin topicals. But HPPY Skin is bringing that same freshness-driven philosophy to skincare, and the science behind it is seriously impressive. Founded by Hannah Penn, HPPY Skin uses High-Pressure Processing (HPP), a breakthrough technology originally used in the food industry, to preserve the potency of plant-based nutrients without heat or chemicals. The result? Skincare that’s not just clean, but clinical

Some brands enter the beauty landscape. Others quietly redraw it. Twofold Wellness , founded by Callie O’Brien and Kenna Whitnell, belongs to the latter; a brand less concerned with trend cycles and more intent on re-establishing a truth the industry once knew and then forgot: the skin and body are not separate systems, and our rituals should honor that. In a category long enamored with maximalism with steps stacked like merit badges and routines choreographed to perfection,

That shared struggle — hormonal, reactive, unpredictable skin — would later become the foundation of Authentic Ego, a biotech-driven skincare brand for women whose skin doesn’t fit neatly into the “clear or nothing” narrative.

There’s skincare... and then there’s skin intelligence. With her latest innovation, Phyto AOX Facial Oil N°10 , Ewelina Aiossa, founder...

The first time I opened a box on my doorstep to find Parëva™ Beauty’s packaging, I did a double take. In an industry saturated with clinical whites, muted pastels, and “quiet luxury” minimalism, here was something unapologetically bold: a serum in fire-engine red, a moisturizer in cobalt blue, a primer in emerald green. It felt like skincare that wanted to be noticed.

Herbalore Expands Into Sexual Wellness With Platinum Flash When Medea Juhasz launched Herbalore , she entered the wellness market with a...

By Rea Lowery, TBB Guest Writer Forecasting Futuristic Minimalism Ariana Grande is always changing up her look, so the cosmetics business...

Louis Vuitton has spent nearly two centuries refining the art of status: trunks, handbags, and fashion collections that signify not only craftsmanship but also cultural capital. Now, with the launch of La Beauté, the brand is extending that philosophy to cosmetics, led by none other than Dame Pat McGrath.

Sleep has long been treated like an afterthought in beauty and wellness. Supplements and serums have tried to stand in as quick fixes,...

By Rea Lowery What’s In A Mane? Dyson has launched its new Omega nourishing hair care collection. Elegant? Yes. Evocative? Yes....

How Dr. Diane Hilal-Campo is reshaping the eye category one safe, science-backed product at a time. It’s easy to forget that the most...

In today’s saturated beauty landscape, where fleeting trends flood feeds and product launches blur into one another, Good Psyche stands...

As someone who works in beauty marketing, I always pay close attention to how brands evolve their hero SKUs into something bigger. And Dae Hair? They’re doing it right. Their latest launch, Dream Veil Hair & Body Fragrance Mist, is a masterclass in brand expansion. Retailing at $24, the mist bottles up the brand's viral Signature Citrus Scent, the same one in their viral Cactus Fruit 3-in-1 Styling Cream and gives it new life in a format that's been trending.

In 2025, the skincare landscape feels both more saturated and more fatigued than ever. The market has matured past the boom years of...

Another day, another beauty x food collab, but this one actually makes sense. Laneige just dropped its first-ever marbled Lip Sleeping Mask, and it’s inspired by Baskin-Robbins’ Rainbow Sherbet. At first glance, it’s a playful, colorful product drop designed for social media. But when you take a closer look, it’s also a smart, multi-layered marketing moment that taps into emotional connection, sensory play, and retail strategy all at once.