At the forefront of defining the Gen-Z brand is Experiment, a beauty brand that soft-launched in November 2020 and made its official debut [nearly two years later] on Thursday. The brand launched, and then re-launched, with just one product: an endlessly reusable, slime green silicone sheet mask, cheekily named Avant Guard.

Happy 4/20. This year, you can celebrate with three new kush-scented fine fragrances from the cult-favorite brand Boy Smells, which defines itself as existing "beyond the gender binary."

Jennifer Fisher has been making jewelry for 17 years. Her hoops have maintained their cool factor and are either worn or coveted by fashion fans in the know. Now, Fisher's entering the beauty industry with one product, a 10-milliliter rollerball perfume oil simply called "My Scent."

Kim and Khloé Kardashian, Megan Fox, and JLo are among Andrew Fitzsimons' extremely famous clientele. Now, he wants to provide a taste of the glamour he's known for to the masses with his new namesake hair-care brand, Andrew Fitzsimons.

Whether your hips are ready or not -- mine, personally, are not -- fashion brands, and particularly denim brands, have decided the low-rise jean is back. And celebrities from Julia Fox to Dua Lipa and even the fictional characters of "Euphoria" agree, too.

Though Olive & June has collaborated with influencers on nail colors before --including Emily Schuman of Cupcakes & Cashmere, Nabela Noor and Katie Sturino's Megababe -- this is its first time creating press-ons with an influencer. 

For the launch of its new Target-exclusive skin-care brand, Unilever’s in-house incubator, The Uncovery, tapped an interesting mix of influencers. The brand, Ferver, focuses on fermented skin care, a category that's been on the rise for the past couple of years.

There are countless examples but I spoke to three brands where Mikayla's TikToks have had a significant measurable impact, and of course, Mikayla herself, about how and why she became a beauty brand's fastest ticket to virality — and sales.

When you strip the phrase "girlboss" from the names attached, the concept was simple. It was about women succeeding in business, against the odds, in a capitalist structure built within the patriarchy.