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Why Every Woman You Know is Running Her Own Clinical Trial

For years, women have been seeking answers within a system that wasn’t built for us. Healthcare (and the branding of it) is changing. And it's about time. READ MORE

The GLP-1 Paradox: What the Shot Says About Us

As drugs like Ozempic move from clinical to cultural, they are revealing something deeper: how we value health, bodies and control. Here are some of the dynamics we are noticing in our discussions with founders and consumers. READ MORE

Expo West 2026: Protein, Protein & the Pursuit of the Perfect Bag

Expo West, the Super Bowl of natural products where thousands of brands descend on Anaheim to launch, sample and swag their way into relevance. The floor was packed with food, beverage, personal care, and wellness brands. Some booths ran the same playbook as years past, but a few stopped us in our tracks. READ MORE

From “Sephora Kids” to Adult-ish: Understanding the Shifting Dynamics of Teendom

Marketers, get excited. Parents, prepare yourselves. There’s never been a better time for brands to engage with young people as they transition from childhood to adulthood. Here’s what it means today. READ MORE

Building Brands That Matter in Culture

Cultural Relevance: Everyone wants it, few understand it. READ MORE

A Winning Identity Design for Macro Oceans

Awarded Bronze by World Brand Design Society. READ MORE

Expo West 2025 Trend Recap

Another year, another Expo West—where the natural products world gathers to unveil what’s next in food, beverage and wellness. This year’s show was a feast for the future, packed with innovation that had us sipping, snacking and swooning over sexy packaging. READ MORE

Set Your Investor Playbook on Fire

The Bay Area Beauty Mafia coming in hot with expert advice on raising funds and building successful brands. READ MORE

Bartlett Brands’ Packaging for Playground Sexual Wellness Puts the ‘Fun’ in Fantasy

The sexual wellness movement is having a moment with emerging brands coming in hot. But outdated legacy brands still dominate the market—which means not everyone is getting worked up. What's happening? READ MORE

Beauty Space, Meet Returnable Packaging

There is a lot of buzz around designing refillable packaging. However, returnable packaging can have an even larger impact on waste reduction and carbon footprint. Here's why it works, how to scale it and some pioneering examples. READ MORE

In The Post-Girlboss Era, What Role Should A Brand Founder Play?

Consumers are not connected to female-founded brands because of "Girlboss." Emotional connection to brands remain strong when they successfully leverage the founder's values and philosophy for a clearly differentiated, meaningful perspective. READ MORE

Indie Brands with a B2B Side Hustle

Indie brand owners are reaping the benefits of multiple business verticals with more brands looking to capitalize on B2B opportunities. Here is what the industry experts have to say. READ MORE

Is Beauty Consumer Fatigue Setting In?

Consumers are inundated with content from brands that is not relatable. The brands that are winning right now are distributing and marketing creatively through alternative channels where authenticity and trust are everything. READ MORE

JLo Beauty Exits Sephora’s US Stores

It isn’t lost on the consumer that JLo’s youthful glow comes from the best dermatologists, doctors, trainers and wellness gurus in the world and not her skincare line. READ MORE

Luxury beauty has a new price tag. Worth it?

The experts weigh in on the financial architecture of La Beauté Louis Vuitton. Is the markup on the $160 lipstick worth it? Or is this actually a good deal for an entry-level membership to the world of exclusivity and cultural caché? Here's what we said. READ MORE

The Idea Shop by Neenah Paper

See how we redefine skincare standards with packaging that is luxurious, effective and environmentally conscious. READ MORE

The Role of Plastic in a Sustainable Future Pt. 1

Untangling a love-to-hate relationship with industry experts. READ MORE

The Role of Plastic in a Sustainable Future Pt. 2

Going deeper on the love-to-hate relationship with sustainability experts. READ MORE

Turning Refills into Reality

As the personal care industry explores different ways to reduce single-use waste, reusable packaging is gaining traction. Deep dive into why your brand should start thinking about it, how to best design a refillable system and what it takes to overcome challenges in consumer behavior. READ MORE

What Does Wellness Mean To Consumers Today?

From skincare to sexual health to sobriety to psilocybin, we are collectively and perpetually reinventing our self-care rituals. Consumers are exploring wellbeing on their own terms and accepting that you never really arrive, but it feels good to keep trying. READ MORE

WOC Beauty Bosses: Now We’re Talking

Persistence. Resilience. Underdog status? Overcome. Badass WOC Founders share their journeys to success. READ MORE