Liz Flora

Inspired by the “tradwife” set, formerly vegan wellness influencers and models have traded in their plant-based beverages for unpasteurised milk – but positive bird flu tests show that its risk is rising along with its popularity.

It’s not just facial skincare that gets 10 steps or more these days as influencers drive demand for entire scalp, hair, body and hand care routines.

The shaving label aims to build “scent equity” with its first fine fragrance, a collaboration with artist Matt McCormick.

While doctors are alarmed about RFK Jr.’s views on vaccines, parts of the wellness world are embracing Trump’s pick for Health and Human Services secretary.

While nowhere near as dire as luxury fashion, beauty is seeing consumer momentum wane globally.

Amid a luxury fashion slowdown, brands are launching full beauty lines at a record pace as they jostle to find their position in a crowded market.

Influencers are obsessed with it. Congresswoman Alexandria Ocasio-Cortez called it her “ride-or-die” sunscreen. Its hero product’s active ingredient isn’t quite legal yet, but TikTok phenomenon Beauty of Joseon is touching down in the US for the first time.

Credo Beauty, Goop, and Thirteen Lune are among the smaller, independent beauty retailers responding to US market headwinds.