How the Club Became a Fragrance Hall
Perfume brands are marketing their wares at nightlife spaces, where scent, intimacy and memory make for a uniquely potent pitch.
A coalition of sunscreen brands is challenging the prevalence of social media's "tanmaxxing" trend, sparking questions about the effectiveness of the industry's sun-safe messaging. In a rapidly evolving beauty landscape, brands are reimagining products for a hotter planet, introducing items like sweat-resistant makeup and climate-adaptive skincare.
Rachael Griffiths, a Senior Editorial Associate at The Business of Beauty, reports on this trend from her base between St Helens and London, focusing on beauty, wellness, and industry news. The Business of Fashion holds exclusive rights to this content, published on March 12th, 2026. As perfume brands increasingly target nightlife spaces, the unique combination of scent, intimacy, and memory becomes a powerful marketing tool.
The sudden departure of AI chief Ranju Das and the chief strategy officer, both within a short span, occurred as Heidi O'Neill assumed leadership in September. Despite minor variations from investor expectations, several fashion and sportswear companies experienced significant fluctuations in their share prices. These dramatic swings suggest potential for continued volatility in the market.
In a noteworthy decision on Thursday, a US trade court decided not to overturn executive orders that removed the 'de minimis' exemption for goods with a retail value of $800 or less.
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