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Profiles

Shades: Major beauty and skincare brands are using limited-time pop-up events to generate massive buzz
Shades

Beauty Brands Drive Hype With Immersive Pop-Up Events

Major beauty and skincare brands are using limited-time pop-up events to generate massive buzz. These activations, from simple product testing to elaborate themed experiences, capitalize on FOMO and social media to build brand awareness.

17 Sep 2026
Shades: Ulta Beauty raised its 2026 guidance following second-quarter sales of US$3 billion
Shades

Ulta Beauty Raises 2026 Guidance After Q2 Sales

Ulta Beauty raised its 2026 guidance following second-quarter sales of US$3 billion. The week also saw Target launch a new beauty concept, Old Navy expand into beauty, and major leadership changes at LVMH and Coty.

29 Aug 2026
Musician Grimes discusses her collaboration with virtual performer Hatsune Miku on the single 'Miku-Maxxing,' revealing...
Shades

Grimes on Hatsune Miku Collab

Musician Grimes discusses her collaboration with virtual performer Hatsune Miku on the single 'Miku-Maxxing,' revealing her thoughts on mortality.

28 Aug 2026
Birkenstock's beauty line, launched in 2024, has expanded rapidly, achieving double- and triple-digit growth in key markets
Shades

Birkenstock Care Essentials sees rapid growth in beauty

Birkenstock's beauty line, launched in 2024, has expanded rapidly, achieving double- and triple-digit growth in key markets. The brand's Cosmos-certified products, initially focused on foot care, now include body and nail care lines, with plans for further international expansion.

25 Aug 2026
Shades: Uyi Omorogbe and Gabriel Ruja launch Ophsides, a street-wear label that blends soccer culture with American style
Shades

Ophsides: New York Duo Rewrites Soccer Fashion

Uyi Omorogbe and Gabriel Ruja launch Ophsides, a street-wear label that blends soccer culture with American style. The pair, who met at a soccer academy, use a new game and bold designs to invite anyone to play and wear the sport. The brand’s name, a playful twist on “offsides,” signals their outsider status and mission to democratise football in the city.

24 Aug 2026
Getting a matching tattoo with a partner can be seen as a romantic gesture, but it's often viewed as a taboo due to the...
Shades

Tattoos in relationships

Getting a matching tattoo with a partner can be seen as a romantic gesture, but it's often viewed as a taboo due to the potential for regret or painful memories if the relationship ends.

22 Aug 2026
Shades: Fashion icon Quenlin Blackwell has joined Nike in a year-long partnership that blends sport, style, and culture
Shades

Quenlin Blackwell Partners with Nike for Year-Long Collaboration

Fashion icon Quenlin Blackwell has joined Nike in a year-long partnership that blends sport, style, and culture. She will participate in the Nike After Dark Tour: LA 13.1 race on October 24, documenting her 12-week running journey while bringing her signature humor and authenticity to the brand.

19 Aug 2026