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The beauty world is buzzing about e.l.f. Beauty’s recent acquisition of Hailey Bieber’s Rhode brand, and for good reason. At a recent industry talk, what truly set e.l.f. apart was their commitment to ingredient transparency which is a promise that resonates deeply with today’s conscious consumers. While the FDA currently bans only 11 ingredients in cosmetics, e.l.f. has voluntarily excluded over 2,000 potentially harmful substances from their products, …

Why Matcha Perfume Is the Breakout Fragrance Trend of 2025 Matcha has made its way from lattes to luxury fragrance. Once known only as a café favorite, this powdered green tea is now being celebrated as one of the most modern and desirable notes in perfumery. Its soft complexity is winning over fragrance lovers who want something more grounded, more personal, and less expected. Why Matcha Is Gaining Popularity in Perfume Fragrance brands are moving away from overpowering blends and leanin …

Owning a vintage perfume is like holding a piece of history in your hands. The scent, the bottle, the craftsmanship it’s more than just a fragrance. It’s a time capsule of artistry and era. Whether you’ve inherited a beloved bottle or hunted down a discontinued favorite, knowing how to store your vintage perfume can mean the difference between preserving its elegance or losing it to time. Why Storage Matters Unlike modern mass-market scents designed for high turnover, vintage p …