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Beauty
Inside Thayers’ TikToker-led product development strategy, with Nina Pool and Shelby Ann Bell
By Sara Spruch-Feiner
Apr 29, 2026

Social media is increasingly serving not just as a sales and awareness driver, but as a product ideation and development engine. That was obvious in the lead-up to Thayers' newest product launch, the $14.99 Hydrating Milky Mist.

Luxury Briefing: Why DeMellier is growing by doing less, and focusing on craftsmanship
Member Exclusive
Luxury Briefing: How DeMellier is increasing demand while doing less

According to DeMellier founder Mireia Llusia-Lindh, the cult U.K. bag brand is leaning into craftsmanship and alternative materials to build loyalty in a tougher luxury market.

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