Amelia Jory is shaking up the natural deodorant category with Dulesé, which launches March 24. The young entrepreneur is ...

SHOPPING: Elizabeth Arden has slashed the price of their bestselling retinol-infused moisturiser that promises to reduce the ...

Dip and Bite are two more brands innovating hair and oral care products that use solids, creams and powders instead of heavy, ...

One editor tests TikTok's drop ponytail hack on her thin, fine hair. Find out how it worked for her and learn how to test it ...

The retail giant also announced the four brands that will participate in its third beauty accelerator program, Walmart Start.

Ulta Promising review: "I have tried all kinds of mascara and keep coming back to this one. It applies well, lasts all day, ...

In the late 90s, when email was still a novelty for many and before the term "fake news" had even made the news, an ominous ...

The Sulwhasoo First Care Activating Serum VI is viral on TikTok, purported to make people look at least 15 years younger than they are. Here, Gen Z and Gen X PureWow editors put those claims to the ...

As major mass retailers scale back diversity initiatives, BIPOC brand founders face new hurdles, ushering in a strategy shift ...

One writer turned her face recreated Pat McGrath's viral porcelain Margiela look with the new mask makeup artists have been ...

Author and comedian Chelsea Handler shares her skin care secrets, biggest beauty ick, and why she's partnered with Gold Bond.

In 2025, dupe culture has fully taken hold. Here’s what to know about the drivers for consumers — and how brands can deal ...