Can we live forever?

Wellness brands want us to think so.

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Light (biz) bites

• Ulta Beauty officially bought UK-based Space NK. Honestly, I’m always a little skeptical of Ulta. It’s always felt like a desert for celebrity brands to me. That said, I am a fan of Space NK. They have 83 stores throughout the UK and their design concept just feels way more elevated and chic than Ulta’s. Let’s see how this works out.

• Coty might be trying to sell some of their brands. I feel like I haven’t seen anything exciting from CoverGirl or Rimmel in ages and with the rise of teens at Sephora, one-click ordering on Amazon, and the slow death of drugstore shopping, it’s not hard to imagine their margins are hurting without foot traffic.

• L’Oréal bought Color Wow. I swear by their Dream Coat spray. Haircare in general doesn’t get nearly as much buzz as skincare or makeup these days, which is wild considering how much people spend on it. Speaking of hair…

• Tracee Ellis Ross launched a TV commercial for Pattern. Like, actual cable, traditional commercial. Honestly kind of brilliant since that space feels so weirdly untapped. The last time I watched cable it was the same ads for Walmart and chain restaurants. Pattern showing up in that rotation feels fresh and smart.

• Sydney Sweeney is everywhere. My TikTok is full of her ads for Baskin-Robbins and Hey Dude. Baskin-Robbins turned their comments off (usually not a great sign) and I’m guessing it’s a classic case of celebrity fatigue and a total mismatch in brand alignment. The Hey Dude comments are not great. They’re owned by Crocs by the way, which I did not realize. What is interesting re: Sydney is that her Baskin-Robbins deal is aligning with her Laneige one. They’re making a rainbow sherbert lip sleeping mask in collaboration.

• Calvin Klein dropped body mists last week. Dying to know how they’re performing. Body mist nostalgia is real right now and it feels like we’re collectively one campaign away from another Love Spell moment. I imagine this is inspired by Sol de Janeiro’s body mists being the universal scent of every single tween who’s ever been to Sephora. Or Ulta I guess. My favorite place to look for reactions to drops like this one is Reddit… this thread is on the shorter side for now.

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Longevity is having a major moment. It’s no longer just a niche interest reserved for Silicon Valley biohackers or wellness obsessives, it's become a full-blown cultural trend. From IV drips and peptide injections to $200 face creams and “biological age” tracking apps, the pursuit of living longer is suddenly everywhere. But while the market is exploding with products promising to extend your health span, the conversation still feels so narrow and centered on male bodies, extreme routines, and generic protocols. What’s missing is a deeper and more personalized look at what longevity really means, especially for women. But let’s back up a bit.