Brennan Kilbane

The brands driving the body care boom are using technology, innovation, fragrance and collaborations to make their personal care products covetable.

The fragrance boom is being driven by “neo-gourmands,” experimental and offbeat scents that take food notes like cold milk or sea salt to artisanal dimensions.

For years, at-home cosmetic devices based on in-office treatments have been slow to sell. Then the pandemic made them one of beauty’s fastest growing categories.

During the 2024 holiday season, stores like Macy’s and Nordstrom will do more than display gift options. They’ll also offer a glimpse of what the counter of the future could look like.