The longevity trend in beauty and wellness is likely to stick around — or at least that’s what Paula’s Choice is betting with its first campaign of 2026. On Tuesday, the Unilever-owned skin-care brand opened up the new year with “The Long Game,” a campaign for its CellularYouth Longevity Serum...

Platforms like Amazon, Google and OpenAI have created more ways to shop with AI in 2025, making the path from discovery to purchase even more frictionless. But with so many more avenues available to tell consumers exactly what to buy, what happens to personal style in the age of AI? 

Brands known for their heyday in the ‘90s, like Gap and Victoria's Secret, have used 2025 to mount turnaround plans. But staging a successful comeback after years of a battered reputation takes more than a few quarters of growth.

Since she launched Feed Me in 2022, Emily Sundberg's daily newsletter has come to exemplify much of the appeal of the Substack format — that is, writing driven by an individual voice and curation that is often absent in large-scale media. And her approach has drawn in tens of thousands...

After expansions to the Middle East and U.K. markets in 2025, the Sephora-favorite beauty brand makes a splash in body care with a product targeted to the most sensitive of skin types.

In fashion and in beauty, hues of buttery yellow offered a mix of sunny optimism and ironic humor in a surprisingly wearable shade that took over 2025. And the craze for all things yellow may not be fading anytime soon.

This week, I checked in on the trends primed to drive the fragrance market in 2026. Additionally, Sacheu updates its C-suite with new additions, Pat McGrath goes up for sale, and Coty welcomes an interim CEO. 

Despite being beauty's biggest category, makeup sales have remained largely stagnant in 2025. But, spurred on by innovative formulas and the category's overall affordability, lip products, like sculpting lip liners and glossy lip oils, emerged as the category’s saving grace. 

This week, I checked in on the plastic surgery trends doctors expect to see in 2026. Additionally, Nars and Chanel announce new beauty ambassadors, and Ulta welcomes a new member to the merchandising team.