Home Blog Page 73

How Gen Z is transforming Brazil’s fragrance market

0

To prepare the launch of Phyto Parfums late last year, Brazilian cosmetics group Flora conducted a groundbreaking study on the fragrance habits of Generation Z in the country. The company — owner of the Francis, Neutrox, Albany and Phytoderm brands — placed a special focus on young consumers aged 16 to 28.

Generation Z is reshaping the way consumers engage with traditional categories such as fragrance. This generation is no longer satisfied with simply buying products — they seek projects, experiences and tools for self-expression. Phyto Parfums was created to reflect this shift, with scents designed to accompany different moods, occasions and identities,” says Ana Vitorino, Marketing Manager at Flora Cosméticos e Limpeza.

The survey’s first key finding revealed that two-thirds of respondents use more than two fragrances at the same time. “Traditionally, consumption in this category was centered on the idea that a single fragrance could define one’s personality. Among young people, however, there is a clear shift toward variety: they own multiple fragrances, switch them throughout the day, experiment with layering to create unique scents, and select different perfumes for work, social outings, the gym, and more.

Eau de parfum is Gen Z’s favorite choice

This structural shift in consumer habits calls for brands to expand their lines while also encouraging experimentation, Ana Vitorino told Premium Beauty News. From its launch, Phyto Parfums responded by offering nearly sixty fragrances.

The brand, aimed at perfume enthusiasts willing to build their own olfactory wardrobe, launched exclusively with eau de parfum — the preferred choice for 55% of respondents. “Longevity and sillage are no longer just differentiators; they have become essential criteria in the selection process, even for young consumers,” highlights Vitorino.

National brands

Additionally, 55% of Generation Z respondents said they prefer Brazilian-made perfumesa figure that reflects both the growing sophistication of local offerings and broader economic and cultural influences.

In recent years, the local market has evolved significantly, with major improvements in raw material quality and olfactory storytelling — aspects that resonate strongly with this audience’s values of authenticity, identity, and sustainability. Furthermore, Brazilian brands offer excellent value for money, fostering experimentation, everyday use, and frequent purchases,” explains Renata Abelin, Marketing & Innovation Director at Givaudan Fragrances Latam.

Key growth driver

In Brazil, the younger generations’ passion for perfume is so strong that Generation Z has become a key driver of market growth, even though many are just entering the workforce and some do not yet have their own income.

Generation Z is currently the fastest-growing segment, not only in terms of sales volume but also in terms of influence on the fragrance market. They act as a catalyst for innovation, diversity, and digitalization,” emphasizes Abelin.

The marketing specialist also highlights the powerful impact of social mediaespecially TikTok. “Worldwide, 66% of Generation Z’s purchasing decisions are influenced by social media,” she notes.

Thus, although many are new to the category, 80% of young respondents in the Phyto Parfums study said they prefer to select their own fragrancesindependent of others’ opinions.

This highlights the deeply personal nature of perfumery,” says Ana Vitorino. “Even in a digital-driven world, the final choice is guided by individual experience. And while they may not always be the primary buyers, these young consumers influence household purchasing decisions and shape expectations for what a brand should offer. They are therefore strategic consumers today and essential to the market’s future growth.

A New Kind Of Evening Fragrance

0

Industrial Chic Without the Drama.

The latest Jones Road fragrance, And Route, first appeared during the holidays as part of an adorable little fragrance coffret trio. I remain deeply jealous of anyone who received that as a gift. Unlike the previous two scent releases, this one skipped the “lab packaging” soft launch. Instead, it arrived fully formed in a matte black bottle that mirrors its point of view: sleek, focused, cosmopolitan.

Jones Road En Route fragrance next to its box.

My take on En Route

What I love about And Route is that for an evening fragrance, it is not at all moody. The brand calls it “grounded,” which I agree with, but I would also add worldly, intriguing, and polished. Compared to the airy personality of the earlier launches (Shower especially), this one feels richer, but also more complete. To my nose, this is the most “finished” of the three, if that makes sense.

yes, I wore it last night…

There is a very specific feeling I cannot quite name. The one where you are intrigued by someone, slightly intimidated, and then surprised when they turn out to be warm, generous, and entirely disarming. Suddenly your own cool factor rises by association. The orbits overlap. Your self-worth feels upgraded. Smelling And Route gives me exactly that sensation.

Two bottles of Jones Road fragrances: Shower and En Route.

En Route vs other JRB scents

Three things you need to know: of all the Jones Road scents, And Route leans the warmest, the most complex, and yes, the darkest. Personally, I would describe it as industrial chic. You get fancy soap, cool city air, a hint of concrete, and floral notes that live somewhere between white and green.

Jones Road black bottle of En Route fragrance.

The notes

Jones Road describes the composition as follows.

  • Top: ambrette seed, modern aldehydes.
  • Middle: jasmine, lily, orris, rose.
  • Dry down: tonka musk, benzoin.

Ambrette and aldehydes both lean musky and sometimes powdery by nature. What makes And Route shine (almost literally) is the sparkling quality of the aldehydes. It opens clean in a soapy, slightly metallic way, which explains my industrial reference earlier.

The orris heart note is my favorite. For anyone unfamiliar, orris is iris root, with earthy yet pristine undertones. It is also one of the most luxurious and expensive materials in perfumery. Every floral note here feels deliberately muted. Imagine jasmine and rose, but sketched in pencil rather than painted in oil. More outline than portrait. It is subtle in a very clever way.

Jones Road En Route fragrance unboxing.

How it wears

Finally, benzoin smooths everything out. This kind of warmth is surprisingly hard for me to wear. It is also why I personally struggle with many Phlur fragrances, which tend to tip into vanilla-caramel territory on me. Jones Road takes a different route. The dry down here is refined and slightly more edgy than cozy or comfortable. Think tailored jacket, not cashmere sweater.

I absolutely love it. How long does it wear? I get 4-6 hours on skin and it lingers fantastically on clothes.

Lastly, calling it an evening scent is just a suggestion. If you wear it during the day, you will come across as more decisive than carefree. You know the vibe. Places to go, people to see. Unlike Shower, which is impossible to overspray, En Route is best kept to two or three spritzes.

$46 (30 ml) at jonesroadbeauty.com


Some of the links in this post are affiliate links, which means I may earn a commission if you decide to shop through them. Thank you for supporting my work.


Our Favorite Female Comedians Are Now Style Icons, Too

0

We could all use a laugh, couldn’t we? Fresh off the heels of the Year of the Pop Girl, today’s most iconic comedians are establishing their footing as style icons. While they’ve been hard at work for years, the past year or two has been a particularly ripe moment for their success: Think Nikki Glaser’s Golden Globes hosting streak (and awards circuit glam), Mary Beth Barone’s red carpet banter, and Ziwe’s high-profile interviews with plenty of candied cropped suits to match. It turns out there’s a real power to packing punchlines and style prowess.

Female comedians are dominating the space at the moment, and they’re bringing their stylists’ greatest charms with them. Ahead, we’re walking through the funniest women you should be followingincluding how they’ve established themselves as true fashion people. Hold your applause!

The Female Comedians of the Moment

There’s no shortage of leading ladies with smart styling and cuttingly clever jokes. From traditional standup to TikTok’s funniest voices, comedians have earned some serious sartorial recognition.

From the 2021-22 run of her eponymous show to her current era of standalone YouTube interviews with her “iconic guests,” Ziwe has dominated in the matching set department, tactically matching cropped blazers with of-the-moment mini skirts. Always chic, polished, and characteristically confident, she’s also dabbled in more high-profile glam and archival pulls as she’s spent more time in the spotlight.

We also turn our attention to Mary Beth Barone, who’s fluent in designers as well as dry, pared-back quips on life, love, and the cultural impact of the Spice Girls. Earlier this month, she wore an archival Todd Oldham gown when interviewing stars at the Golden Globes, and we won’t soon forget it. She looked every bit the cool fashion girl as her smart, sarcastic coverage led many to call her “the next Joan Rivers.”

@marybethbarone / Instagram / Byrdie


You might also watch Nikki Glaser, who’s become one of the freshest voices in the historic boys’ club of awards show hosts, or viral SNL cast members-turned-style icons like Chloe Fineman, Sarah Sherman (aka Sarah Squirm), and Veronika Slowikowska. And of course, we can’t forget the infinitely funny Meg Stalter of Hacks and Too Much, who brings a punch of color (and a little well-placed attitude) to modern trends. From red carpet moments that prioritize the bit to a penchant fir a statement piece, she effortlessly melds impeccable taste with a dash of unserious flair.

@megsstalter / Instagram


Why Now Is Their Time

Woman-led scripted comedies have already taken over. Abbott Elementary is streaming in millions of U.S. households (and up for countless awards), while the ultra-meta Hacks explores the quirky complexities of female veterans in the comedy industry. Newcomer I Love L.A. combined the ultra-online vocabulary of Gen-Z with the aspirational slice-of-life commentary of Girls.

Thanks to the likes of Rachel Sennott and Quinta Brunson, we spent 2025 giggling through fictional quips—and their influence has fully infiltrated the culture at large. Leading comedians harness those opportunities in a more real-to-life way. Fashion follows.

Getty Images


Ziwe, who’s built her platform on straight-faced satire, “gotcha” moments, and comically uncomfortable silence, also holds the title of absolute fashion legend. Many of her ensembles reflect that playful power imbalance, as she styles sweet, unassuming details with structural basics: the perfect attire for grilling guests like onetime socialite poser Anna Delvey and disgraced former congressman George Santos.

That awkward, dry comedy (in a similar vein to Amelia Dimoldenberg’s Chicken Shop Dates) draws heavily on body language, bringing attention to the overall outfit. It’s worth noting that Dimoldenberg, too, has gained style icon status as her career has skyrocketed: The star is known to consistently serve a look, plus she’s been racking up the fashion collabs and red carpet correspondent gigs.

Getty Images / @ameliadimz / Instagram / Byrdie


Others lead with a casual relatability that links their ensemble and standup material. Slowikowska sports oversized tees and TikTok-approved cardigans in her social skits. Fellow standup comedian Glaser loves a rhinestone sports jersey and thigh-high boot combo.

@nikkiglaser / Instagram


There’s also the laid-back blurring of the “comedian” title as more in the industry take to the podcast mic and TikTok feed at large, folding in audience members who aren’t predisposed to sitting through a standup set. The casual nature of a voice note-adjacent podcast adds a layer of personal connection (and thus, an extra incentive to follow their fashion choices).

The Comedian as a Style Icon

Standup requires risks: What if your jokes don’t land, or you don’t nail the delivery and the punchline falls flat? Today’s leading comedians are translating those leaps of faith into the fashion department, turning high-risk ensembles into high-reward moments. The idea is that there’s minimal chance for a fashion flop if you aren’t taking yourself too seriously—and it has the potential for major payoff.

@veronika_iscool / Instagram


As bite-sized standup clips enter the algorithm, some comedians catch the eye of #FashionTok with a healthy dose of trending pieces. Slowikowska rotates paid fashion partnerships with her short-form skits on Instagram. Sherman, meanwhile, is nearly as well-known for her clown-inspired maximalism as her faux newscaster bit on SNL. (Bright colors! Whimsically oversized accessories! Mismatched tops!)

@fluevog / Instagram


While their specific methods vary, the starring female comedians of today are achieving style icon status via a tongue-in-cheek disregard of conventional trends and a distinct freeness from patriarchal beauty standards. Others even take this a step further by choosing unconventional red carpet outfits to let more political messages take center stage—like when Stalter arrived at the 2025 Emmys carrying a black leather bag with “cease fire” taped to the side. Even when the goal is more serious, comedians’ creative flair often gives a more accessible, internet-friendly entry point into meaningful discussions.

The Final Takeaway

Comedians have mastered the intricacies of language and storytelling to captivate audiences. Those comedy sets aren’t always fluff and dating horror stories: They comment on current events, shine a mirror to society at large, and present their POV in a unique way. Fashion has become a well-established extracurricular (and clear communication tool) for the funniest women of today.

5 Top Exercise Mistakes to Avoid, According to a Sports Medicine Specialist

0

There are so many reasons to exercise regularly, one of them being that it can keep you out of a doctor’s office. Physical activity safeguards your heart, helps stave off metabolic disease, and improves your strength and stamina. That is, if you do it well. But fall into the trap of common exercise mistakes, and working out could have the opposite effect, landing you right in the office of an orthopedic surgeon and sports medicine specialist like Jason Snibbe, MD, or worse, in the hospital, where physicians see a spike in workout-related injuries at the top of each year, as people flock to the gym.

It’s all too easy to make a wrong move or overstress a joint because of the fact that most of us don’t learn how to exercise with good form, Dr. Snibbe tells SELF. Getting a trainer to observe you through every pump and squat may not be accessible or appealing. (And the info on social media is often a mixed bag, if not downright dangerous.)

But, working out safely requires know-how. Below, Dr. Snibbe breaks down the top exercise mistakes to avoid, as an expert who deals with their consequences daily.

1. Pushing your range of motion to the max

Flexing a joint as far as it can go while bearing weight on it is a recipe for injury, according to Dr. Snibbe. The two moves where this most often occurs are squats and lunges. “For some people, when they squat, they’re aiming to get their rear end to touch the ground, and when they lunge, they push their front knee over their toes and send their back knee to the floor,” he explains. This can do a number on both your hips and knees, putting “an enormous amount of stress” on the labrum in your hip (a ring of cartilage lining the socket) and the cartilage behind your kneecap, he says, risking inflammation and pain.

What to do instead: Avoid flexing your knee or hip joint past a 90-degree angle in any strength move where you’re standing and bearing weight. And if even flexing to this degree bothers you, do less, Dr. Snibbe urges. “You can go halfway, to 45 degrees, in a squat or lunge, and still get great gluteal and quad activation without compressing or potentially injuring your knee or hip joint,” he says.

2. Doing high-impact exercise on a very hard surface

Building power with jumping exercises and plyometrics can support bone density and agility, sparing you from a life-altering fall. But Dr. Snibbe has also witnessed the ramifications of going overkill on impact, particularly in those who run or jump often on rock-hard surfaces like concrete. Each footfall brings a significant shock, which can ripple up through your feet, legs, and low back, putting you at future risk for injuries like patellofemoral pain syndrome (a.k.a. runner’s knee), shin splints, and Achilles tendonitis, as well as joint issues.

Sociolla plans aggressive store rollout and Southeast Asia expansion

0

THE WHAT? Indonesian beauty retailer Sociolla is planning to significantly expand its physical retail footprint to as many as 500 stores while accelerating its expansion across Southeast Asia.

THE DETAILS Founded in 2015 as an online beauty review platform, Sociolla has evolved into an omnichannel retailer with 150 stores across Indonesia, each carrying 3,000–5,000 products from local and international mid-range brands. Backed by U.S. private equity firm General Atlantic, which acquired a 53.3% stake in December and valued the business at around US$595.5 million, the company recently opened its first store in Papua and plans to expand further outside Java. Internationally, Sociolla already operates three stores in Vietnam and is eyeing Thailand, the Philippines, Malaysia and Singapore as next markets. The business has been profitable for the past three years, with sales growing nearly 50% in 2025.

THE WHY? Sociolla’s expansion strategy is driven by rising demand for beauty products across Indonesia and Southeast Asia, particularly in under-served second- and third-tier cities, and its belief that its omnichannel model—combining online discovery with in-store testing—creates a competitive advantage over pure-play e-commerce and traditional retailers.

Source: Case Nikkei

Dark Romance Is the Season’s Hottest Beauty Trend—With Photos

0

We are in the throes of a romance resurgence: Readers are devouring love stories en masse (romance was one of the most-consumed audiobook genres on Everand and Spotify in 2025), and the genre is inspiring big-screen adaptations (like the upcoming The Love Hypothesis, starring Lili Reinhart). People are also finding love in places they never expected (like hockey rinks, thanks to Heated Rivalry).

Yes, reading romance is hot right now in more ways than one, and it’s showing in the latest beauty trends too. With the much-anticipated releases of Wuthering Heights, Dracula: A Love Story, and Practical Magic 2, hair and makeup are leaning toward the “dark-romance” aesthetic for 2026. But unlike the dark-romance trope in novels and fanfiction, which centers on taboo relationships and morally gray characters, these looks are less about shock value and more about heightened emotion. They imply physical intimacy in some way: tousled hair, a blushy blush, and smudged liner—a good, old-fashioned romp (or the thought of one).

But the inspiration for the dark-romance beauty trend goes beyond today’s love-story-heavy zeitgeist. Joseph Carrillo, a New York City-based makeup artist, sees it as a collective desire for escapism. “The world is in chaos,” he says. “We’re tired. We’ve been living with hyper-edited faces and overdone routines for years. Romantic makeup lets people look human again. It’s about mood, feeling, identity.”

Devin Toth, a New York City-based hairstylist, adds that the renewed appetite for romance reflects a longing for connection. “People are tired of feeling so detached,” he says. “They’re ready to embrace desire and beauty in real life again.”

We’re in our yearning era, folks. Here’s how it’s showing in our hair and makeup.

Makeup

Dark-romance makeup isn’t about depth of color, though it could literally be dark, if you so desire. It’s about the mood. “It’s emotional, not theatrical. Dark, but soft,” says Carrillo, who sees it as “cheeks flushed but not contoured, and lips that look kissed, washed with gloss or softly stained.”

Margot Robbie’s makeup in Wuthering Heights, by hair and makeup designer Siân Miller, captures this perfectly. Robbie’s character, Cathy, appears with soft, balmy lips and noticeably flushed cheeks. “We wanted a weather-beaten look for the characters,” Miller previously told Allure. She used Rare Beauty Soft Pinch Liquid Blush, Merit Flush Balmand Pat McGrath Labs Divine Cream Blush on Robbie’s cheeks throughout the film. Robbie’s blush during the press tour also has this vibe, but in a more wearable-for-everyday way.

Courtesy of Warner Bro. Pictures

darkromance makeup and hair margot robbie at wuthering heights premiere 2026

Getty Images

Why Antioxidants Matter Most While You Sleep – 100% PURE

0

Introduction

Skin is intelligent. It follows a rhythm—one shaped by light, stress, exposure, and rest. During the day, its priority is survival: shielding itself from UV radiation, pollution particles, oxidative stress, and the constant micro-aggressions of modern life. Even when skin looks “fine,” it’s working hard behind the scenes to maintain balance.

At night, that workload changes.

As your body slows, cortisol levels drop, and your nervous system shifts into rest mode. Skin follows suit. Cellular regeneration accelerates, blood flow increases, and repair mechanisms that were paused during the day begin to activate. This is when skin becomes less reactive and more receptive.

Antioxidants belong in this window not because they are powerful, but because they are supportive. When applied at night, they don’t compete with sunscreen, makeup, or environmental stressors. Instead, they quietly assist skin in neutralizing leftover oxidative damage and stabilizing fragile cells without demanding a reaction.

Nighttime skincare isn’t about correcting flaws. It’s about creating conditions where healing can happen naturally.

What Skin Is Repairing While You Sleep

Free radicals are an unavoidable part of daily life. UV exposure, pollution, blue light, emotional stress, and even normal metabolic processes all generate these unstable molecules. When free radicals outnumber antioxidants in the skin, oxidative stress occurs—weakening collagen, disrupting cell membranes, and accelerating visible aging.

While you sleep, skin begins to recover in meaningful ways:
• Damaged cells are repaired or replaced
• Inflammatory signals begin to quiet
• Natural antioxidant enzymes within the skin become more active

Topical antioxidants support this internal repair. Rather than aggressively “treating” the skin, they help intercept remaining free radicals before further cellular breakdown can occur. Over time, this steady support helps preserve firmness, clarity, and overall resilience. This is why consistency matters far more than intensity—repair is cumulative, not instant.

At the same time, your skin barrier goes to work.

The barrier is not static; it’s constantly being depleted and rebuilt. Throughout the day, wind, dry air, cleansing, and stress strip away lipids and moisture, creating microscopic gaps that allow water to escape and irritants to enter.

At night, skin shifts focus:
• Lipid production increases
• Hydration pathways reactivate
• Barrier-related inflammation begins to calm

Supporting the barrier overnight with gentle hydration and antioxidants allows skin to repair itself more efficiently—without irritation, overload, or disruption.

Why Antioxidants Work Best at Night

During the day, antioxidants are placed in a constant state of defense. They work continuously to neutralize new waves of oxidative damage caused by UV exposure, pollution, blue light, and environmental stress. While this protective role is valuable, it also means antioxidants are often quickly depleted before they can support deeper repair.

At night, that pressure fades. With environmental stressors removed, antioxidants can work more strategically rather than reactively. Instead of fighting new damage, they can focus on stabilizing skin cells, reinforcing the skin barrier, and supporting repair processes that naturally activate during sleep.

It’s similar to cleaning a room while people are still moving through it versus cleaning once everything has settled. Nighttime gives antioxidants the space to actually do their job—without interruption.

Skin permeability also naturally increases during sleep, allowing ingredients to absorb more efficiently. This doesn’t mean skin needs stronger or harsher formulas. It means it benefits most from well-balanced, gentle antioxidants that integrate seamlessly into the repair cycle. When delivered at night, antioxidants support recovery with minimal inflammation and maximum long-term benefit—working with the skin’s rhythm, not against it.

Antioxidants Without Irritation

There’s a common misconception that antioxidants need to be potent, acidic, or intense to be effective. In reality, overly aggressive antioxidant formulas can do the opposite of what skin needs—especially when used daily. Instead of supporting repair, they can overwhelm the skin, leading to redness, barrier disruption, and increased sensitivity over time.

Skin under stress doesn’t benefit from being pushed harder. It benefits from feeling reassured. When skin is calm, its natural repair mechanisms function more efficiently, allowing regeneration to happen without interruption. Gentle antioxidant delivery supports this process by working steadily in the background, rather than forcing visible change through irritation or inflammation.

Repair itself is a quiet, gradual process. Antioxidants paired with calming botanicals like rose and lavender help lower inflammatory signals while reinforcing the skin’s natural resilience. These ingredients create an environment where the barrier can strengthen, hydration can rebalance, and sensitivity can slowly diminish.

This approach allows skin to heal without being constantly activated or challenged. There’s no tingling, no redness mistaken for progress, and no overstimulation that leads to rebound reactions. Instead, skin improves in comfort, tone, and strength over time—proving that true results come from consistency, calm, and care rather than intensity.

A Night Routine That Supports Repair

At 100% PURE, nighttime care is about more than steps—it’s about intention. Each product in this routine is thoughtfully formulated to support skin’s natural rhythms, using gentle, plant-based ingredients chosen with purpose.

Cleanse: Remove the Day Gently

Rose Water Gentle Cleanser

Night cleansing is not about purity—it’s about release. This cleanser gently dissolves the day’s buildup of pollutants, sunscreen, and impurities while respecting the skin barrier. Instead of leaving skin tight or depleted, it maintains essential moisture—an important foundation for overnight repair.

Infused with rose water, the formula helps soothe visible redness and calm stressed skin. Cleansing becomes the first act of care, leaving skin soft, balanced, and ready to receive nourishment rather than needing to recover from cleansing itself.

Tone: Calm Inflammation and Rebalance

Lavender Niacinamide Pore Minimizer Toner

After cleansing, skin benefits from recalibration. This tonique helps restore balance while addressing inflammation that can build up throughout the day. Lavender’s calming properties help quiet the skin and senses, while niacinamide supports barrier repair, hydration retention, and a refined skin texture.

Rather than activating or stimulating the skin, this step steadies it—creating a calm, receptive state that supports rest and renewal overnight.

Moisturize: Support Overnight Recovery

Rose Water Hydrating Milk

As skin repairs itself during sleep, moisture loss naturally increases. This hydrating milk replenishes lost hydration while supporting elasticity and long-term comfort. Its lightweight texture delivers nourishment without heaviness, allowing skin to breathe and repair without feeling occluded.

Formulated to comfort rather than overwhelm, it helps skin wake up feeling soft, balanced, and resilient.

Body Ritual: Full-Body Relaxation Supports Skin Repair

French Lavender Shower Gel

Skin repair is not isolated to the face—it’s deeply connected to overall stress levels. This gentle body wash transforms a simple shower into a calming ritual, helping reduce tension that can contribute to inflammation throughout the body.

The natural lavender aroma encourages relaxation and signals the body that it’s time to rest. When the nervous system unwinds, skin is better able to repair, restore, and rebalance overnight.

Conclusion

Skin doesn’t heal faster when it’s pushed—it heals better when it’s supported. True overnight repair depends on creating the right conditions: calm, hydration, and consistency. When skin feels safe and balanced, its natural repair systems can function without interruption or stress.

Gentle antioxidants play a meaningful role in this process. Rather than forcing visible change, they support recovery quietly—helping neutralize lingering damage, strengthen the barrier, and maintain long-term resilience. When paired with intentional nighttime rituals, skincare becomes less about correction and more about care.

By slowing down and choosing supportive formulations, nighttime skincare turns into an act of trust—allowing skin to do what it’s designed to do, naturally, effectively, and over time.

FAQ

Are antioxidants better at night or in the morning?

Antioxidants are beneficial at both times of day, but they work differently. In the morning, they help defend skin against environmental stressors like pollution and UV exposure. At night, without those stressors, antioxidants can focus more on repair and barrier support, making nighttime use especially helpful for recovery and long-term skin health.

Can antioxidants irritate sensitive skin?

Yes, antioxidants can irritate sensitive skin, especially when formulas are too strong or paired with aggressive actives. For sensitive or stressed skin, gentler antioxidant formulations are a better choice, as they support repair and barrier health without causing unnecessary inflammation or discomfort.

How long before antioxidant benefits appear?

Some benefits, like improved comfort and hydration, may be noticeable within a few weeks of consistent use. More visible improvements—such as smoother texture, better tone, and increased resilience—develop gradually over time, particularly with regular nighttime application.

I Tried the New Milk Hydro Grip Gel Concealer: First Impressions

0

I mean, it’s subtle and natural-looking.

This will be quick. Milk Makeup just launched the Hydro Grip Gel Concealer, and I bought it the second I spotted it at Sephora yesterday. Why? Because I had very high hopes for the face tint last year. I picked it up immediately. Sadly, it wasn’t my favorite.

This concealer, though, is a lane shift.

At the time of writing, Sephora (US) has over 300 reviews listed. Only five are verified purchases. Of those five, two are five-star, one is three-star, and one is one-star. (And yes, I noticed the math too.) Here’s mine.

New Milk concealer hydro gel grip review.
It’s good!

For context, I paid €31 in Spain. It’s listed at $29 in the U.S. Let’s go.

My makeup routine is minimal. Tinted moisturizer or SPF with a tint. Concealer most days. Occasionally bronzer. That’s it. Concealer, however, is the category I tend to experiment with the most. Early impressions below.


Milk Hydro Gel Grip Concealer in open tube.
twist to push up

What Is the Milk Hydro Grip Gel Concealer?

Milk Makeup describes the Hydro Grip Gel Concealer as a gel-to-cream concealer with light but buildable coverage. It’s designed to deliver a natural-looking finish and promises up to 12 hours of wear. It’s also positioned as travel-friendly.

Which makes me laugh and roll my eyes ever so slightly. Tell me which concealer isn’t travel friendly. I’ll wait.

Yes, the stick is small. That’s a neutral observation. But it’s also consistent with Milk’s decision, a few years back, to repackage much of the line into smaller components. Evidently, this concealer follows that same playbook.


image courtesy of Sephora

Shade Range

As shown above, the Hydro Grip Gel Concealer comes in 25 shades across multiple undertones. I tested several shades at Sephora here in Spain and can confirm the range feels thoughtfully done.

As someone who struggles with brands that lean aggressively warm, this was genuinely refreshing. The undertones translate well in person and in marketing visuals, which matters. I’d feel comfortable buying this online without swatching first.

I went with 4.5described as light with neutral-to-cool undertones. No regrets.


Milk Hydro Gel concealer 4.5 shade out the box.
I’d have chosen 4.5 based on online photos and I would have been happy.

Application & Wear

Honestly, 10/10. I’m impressed.

The Milk Hydro Grip Gel Concealer reminds me of a firmer, swivel-stick version of NARS Soft Matte Complete Concealer. It’s less wet in feel and finish, if that makes sense. Actually, it sits somewhere between that and the Jones Road Pencil. I use the Neutralizer in Light Peachy Pink of the latter, for reference. This Milk concealer lands right in the middle of those two for me.

What I really loved is how easy this is to use as an under-eye concealer and for spot concealing. I swiped the stick directly under my eyes and patted it in with my fingers. Then I dabbed my fingertip into the concealer and gently tapped it onto other areas where I wanted coverage. No brush. No sponge. No learning curve.

All things considered, it really couldn’t be any more user-friendly.

Milk hydro gel concealer swatch on skin.
creamy and not dry, this photo is kinda not great, emphasis on kinda

Effortless and foolproof are the two words that kept coming to mind.

Since I always use an eye cream, my under-eye area is already well prepped. I also live in a relatively warm climate, so dryness isn’t something I deal with daily. The Milk Hydro Grip Gel Concealer did not crease on me over eight hours of wear, including under the eyes. I have no trouble believing it could comfortably reach the advertised twelve hours.


Milk Hydro Gel concealer swatch shade 4.5

Should You Try It?

If you’re a makeup minimalist who likes natural-looking coverage with an easy finish, this is very much worth trying. The texture is excellent. The experience couldn’t be easier. And the results look polished without looking done. Basically, a keeper.

At any rate, this one earned a spot in my tightly edited makeup rotation.

$31 (3 g / 0.1 oz) at milkmakeup.com, sephora.com or ulta.com


image courtesy of Milk Makeup

Affiliate disclosure: This post contains affiliate links. If you choose to make a purchase through one of these links, I may earn a small commission at no additional cost to you. As always, all opinions are my own and based on my personal experience with the product.


How to style corset tops and latex if you’re in your “Wuthering Heights” era

0

Even though ‘Wuthering Heights’ hasn’t reached British cinemas yet (it’s opening on Friday, 13th February), Emerald Fennell’s take on the Brontë literary classic has already created a massive buzz. Partially thanks to the masterful press tour that has followed Margot Robbie’s method dressing transformation into a sexy goth, but also due to the looseness of Fennell’s adaptation of the novel. The filmmaker and her team took classic elements of Victorian Gothic style, usually associated with the story, and embellished them with Georgian, Elizabethan, and even contemporary elements. The costume design, imagined by Oscar-winning Jacqueline Durran, definitely fits into the idea of imagination and creativity that some purists might find offensive. But when the film director explained that the film is in fact a “fever dream” homage to her personal interpretation of the novel she first read as a teenager, the extreme exuberance suddenly made sense.

Courtesy of Warner Bros Pictures

Following this approach of clueless creativity, the film’s costumes are a mash-up of different eras and geographical influences, executed perfectly for the TikTok generation, who are ready to transform themselves into their own version of Margot Robbie’s Cathy. The hero characters and their wardrobes are filled with Easter eggs that are eye-catching and referential to contemporary designers like Mugler and Alexander McQueen, though Durran insists she didn’t want any of these elements shown explicitly. It’s the kind of total world-building that makes the film an immersive experience, one you might want to incorporate in your everyday life.

Image may contain Christina Hodson Person Clothing Dress Fashion Formal Wear Gown Wedding Wedding Gown and Adult

©Warner Bros/Courtesy Everett Collection

How the ‘Friendship Shelf’ Theory Can Help You Identify Toxic Friends

0

My friend said that dialing into this approach allowed her to view friendship as ever-evolving, rather than fixed or rigid. I used to see friendship as an all-in or all-out affair; you were either a ride-or-die friend who had to give me everything, or you were nothing to me. The friendship shelf theory has helped me to understand that’s not a realistic—or healthy—way of looking at friends. You can have all types of successful friendships, you just have to adjust your expectations and what you’re willing to give in return based on individual relationships.

Other perks of the friendship shelf theory

Another benefit is that you stop overlooking toxicity and bad behavior, health and wellness coach Meghan Mitchell, M.Div, NBC-HWC, lead course instructor, Headspace Training Institute coach manager, tells SELF: “It becomes easier to recognize when a relationship constantly drains you, crosses boundaries, or leaves you feeling diminished.”

Critics may argue this tool could lead to a tendency to shut people off too quickly. It may, however, result in the opposite. For some, this mentality “offers a gentle structure for understanding relational dynamics without needing dramatic cutoffs or confrontations,” explains Mitchell. I have never believed friendships are disposable or interchangeable. In fact, sometimes I’ve held on too tightly and fought too hard when I shouldn’t have. This theory allows me to view my friendships through a healthier lens where I can step back and, when needed, let go. This frees me up to prioritize both myself and the friends who are reciprocal in their time, effort, and energy.

It’s therefore key to implement the friendship shelf theory in the right way. “This works best when it’s used as a self-awareness tool, not a value judgment,” says Mitchell. “It isn’t about ranking people by importance or worth. It’s about recognizing that different relationships carry different emotional and energetic realities. Used gently, this framework helps you align your expectations with what each relationship can realistically offer. That alignment actually creates more compassion because you stop expecting people to show up in ways they’re not able to, and you stop overextending yourself in return.”