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beauty @businessofbeauty @bof đ london/st helens
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Fragrance is booming, but the way consumers discover and buy scent is changing fast. While scent has traditionally relied on in-person testing, more than half of fragrance purchases in the US now take place online. As department stores decline, brands are leveraging new technologies and creative storytelling to reframe perfume less as a single signature scent and more as an accessory, a collectible and part of a wider personal style.
On the episode of The Debrief, BoF beauty correspondents Daniela Morosini (@danielakmorosini) and Rachael Griffiths (@rachaelgriffs) unpack how short-form video, AI tools, layering trends and packaging are reshaping the category.
đïž Listen now #linkinbio
đ· Unsplash
19 Mar 2026
Recent lovely things
31 Oct 2026
donât gotta edit check da gettyyyy
06 Oct 2026
Sephoria London, the first ever UK-edition of @Sephoraâs immersive beauty pop-up, is getting some bad reviews from the general public, who have taken to social media to voice their complaints after influencers experienced a more generous preview.
Read the full story by BoFâs @rachaelgriffs on why some visitors felt snubbed #linkinbio
21 Oct 2026
Youâve got mail! I loved writing this feature on why (and how) brands should court todayâs Substack tastemakers.
Many thanks to the insightful @marinations @reading_aesthetically @georgiamweeks & @glossier @substack đ§
Link in bio đ @bof @businessofbeauty
09 Oct 2026
Pretending to be v glam
26 Sep 2026
I đ fashion
06 Oct 2026
Even goths wear all white when Beyoncé calls x
22 Sep 2026
Last night @beyonce @mstinaknowles @cecred @spacenk put on a showww in London!! A real celebration of artistry to mark CĂ©credâs launch in the UK.
Thank you thank you to @wearederrisuk đ€
22 Sep 2026
Summer forever
01 Sep 2026
More like Dubrov-sick đ
26 Aug 2026
<3 <3 24 hrs in KorÄula for our anni x
*NOT the birthplace of Marco Polo, despite what the many themed establishments would have you believe
23 Aug 2026
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