What Is Your Definition Of Fashion?

Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making. Susan Yara has worn almost every hat in the beauty industry. After graduating from the University of New Mexico with a degree in journalism, she worked as a broadcast reporter and beauty editor (hey, girl!). From there, she successfully pivoted to content creation, building a loyal following through her educational YouTube channel Mixed Makeup. If you were deep into beauty YouTube between 2014 and 2019, you couldn't miss her. In 2019, Yara pivoted again — something the Seoul, Korea-born, New Mexico-raised entrepreneur is great at. She founded ingredient-focused skin-care brand Naturium alongside beauty incubator The Center. In 2023, Naturium sold to E.l.f. Beauty for a reported $355 million, making her one of the first-ever beauty creators to successfully build and sell a brand at that scale. This past May, Yara continued to build her portfolio by (re)launching fragrance-forw...

For years, the narrative around the beauty business has been one of accessibility: It has never been easier to start a brand. Social media lowered the barrier to entry, direct-to-consumer made distribution easier and a strong point of view or the right TikTok mention could turn a single product into a viral hit. But scaling a beauty brand is a different story. “It’s never been easier to launch a beauty brand, yet at the same time never been harder to grow one,” says Will Henderson, founder of the brand Skincare Generics. Converting attention into a scalable business, he adds, requires operational and financial infrastructure that many emerging brands simply do not have. Across skin care , fragrance and cosmetics, founders are navigating a new reality defined by rising costs, constrained supply chains, stricter retail expectations and a widening gap between independent brands and well-funded competitors. Growth is still possible, but it now requires far more than a strong product. I...

Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making. Team Fashionista is summermaxxing: Our PTO is booked, our vacation responders are set and our summer wardrobes are officially restocked. This June, our editors welcomed soaring temperatures with a breezy lace-trim blouse, a neon halter top, paracord-adorned jorts, a linen matching set and a nostalgic floral tee. Our standout footwear finds included shoes for every summertime activity: strappy heeled sandals for happy hour, ballet sneakers for Eurosummer travels and waterproof hiking boots for all-day excursions. A suede shoulder bag, a BookTok-inspired locket and a sleek leather clutch also stood out as our must-have warm-weather accessories. Ahead, see (and shop!) all of our editors' favorite fashion discoveries from June. Rixo Ellery Cotton Blouse, $220,  ava...

HQ:  San Francisco, CA Founders:  Hau Yeung and Erin Choi Social: Instagram Category: Hand Care E-comm: gemibeauty.com Price Range:  $12-$60 Hero Product: Hand Sanitizer + Serum ($12) Stockists: Amazon , Anthropologie , Hart PR Representation: Avant Collective How to get in touch: hello@gemibeauty.com Origin Story Launched in 2025, Gemi is a luxury hand-care brand inspired by K-beauty skin care , fine fragrances and the belief that your hands deserve more. Its first product is a hybrid hand sanitizer serum infused with premium facial skin-care ingredients to hydrate and boost the skin barrier — delivered in a collection of luxurious scents. * This article was originally published here

These are the stories making headlines in fashion on Friday . Reformation Files for IPO Los Angeles-based womenswear brand Reformation has filed for an initial public offering, seeking to capitalize on $507.1 million in 2025 revenue. The company, backed by private equity firm Permira since 2019, has built a successful direct-to-consumer and retail model around contemporary fashion. This IPO filing signals a trend as luxury consumption weakens, and elevated design at accessible prices is gaining share. { WWD /paywalled} The Aesop Queer Library Returns The Aesop Queer Library returns June 26-28 in partnership with the American Civil Liberties Union Foundation, expanding to seven U.S. cities: New York, Los Angeles, San Francisco, Miami, Austin, Chicago and Philadelphia. The initiative, now in its sixth year, has distributed more than 115,000 books by LGBTQIA2S+ authors worldwide, offering free titles to visitors across select Aesop retail locations. This year's collection spans mult...

In case you missed them, we've rounded up our most popular stories of the week to help you stay in the loop. No need to thank us — just toast a caramel macchiato in our honor when you're discussing who did what over your Greek yogurt bowl. Related: Julien Dossena Has Left Rabanne Related: Sonia Kashuk Is Back in Beauty With a New Hair-Care Brand Related: Sunnei Founders Loris Messina and Simone Rizzo Are Moschino's New Creative Directors Related: Khloé Kardashian Says Sweat Is the Most Romantic Scent Related: How Abbode's Abby Price Is Steering the Personalization Trend Related: Why Mid-Priced Beauty Brands Are Feeling the Squeeze Related: Jackie Asamoah's Shopping List Includes a New Schiaparelli Bag and Saint Laurent Heels Related: New York City's IYKYK Facialist Loves Exosomes and Thinks You Might Not Need Tretinoin Related: Zendaya’s ‘Spider-Man’ Press Tour Looks Range From a $35 EBay Score to Vintage Versace Related: The Los Angeles-Based Label Making ...