Since late last year, we’ve been conducting proprietary research amongst our BeautyVerse members and providing free magazine-style tracker reports on skincare, makeup, longevity, etc. But as several client mentors have told me - although they find the content beautiful and compelling, they don’t have time to read more reports. I get it. I don’t either.

So… and this will only take a minute… I would love to know what you would enjoy hearing from us on a regular basis. Which is most useful to you? The plan is to keep it to a short, concise newsletter.

If you’d like, please DM me here or email me at malinda@looklook.app with additional feedback on what you would like us to share. We listen to thousands of real people on a myriad of subjects every month and can share authentic highlights and give them context.

What news from us would you be delighted to see in your in-box?

Sakura Spring Awakening Amongst Japanese Youth

I just returned from a week in Japan at the invitation of angel investor who organized a symposium for the Foundation Supporting the United Nations in Nagoya on March 25th. I spoke on longevity and the desires for wellbeing that we hear about it from our LuxuryVerse. (For the full report, go to Insights on looklook.app).

The bottom line? Women talk to other women about longevity. They learn more from word of mouth than from social media.

Also, there were dozens of college students in the audience, many of whom came up to us afterwards. What struck me was how many of them are intent on creating careers around preserving Japanese culture and traditions. Gen Z in Japan appear less willing to endure the old “salaryman grind” and are interested in pursuing creative, freelance, and flexible paths. Freelance numbers have roughly doubled in a decade, despite a strong job market for full-time work.

As we’ve noted many times in our reporting from our China LuxuryVerse, “China pride” (or Zhōngguó zìháo) is also alive and well.

As the West seems to be suffering from an identity crisis and moral decay, East Asian culture appears to be strengthening in confidence and embracing its rich local culture.

@earthsinger_almavoice

ALUMA 🌏 あるま on Instagram: "【屋久島　イノリウタの旅】
Singing a prayer for …

An example: I met with a young artist, Ayumi Ueda (her stage name is ALUMA) who is one such individual seeking to explore indigenous cultures globally, starting with Shinto musical rituals in Japan. She’s also gorgeous, loves fashion and when I met her she was wearing the most beautiful obi-inspired dress. Her musical group is @womenoftheworldmusic.

Fun Facts About Vintage Shopping in Japan

I also met a lovely trans woman at the Japanese American Club in Tokyo who unlocked the secret to all the impeccable quality vintage luxury goods available at AMORE (they have three stores now, among them one that specializes in CHANEL and one that specializes in Hermès).

Geishas may be a thing of the past, and the younger generation of wives do not kneel down before their husbands when they arrive home from work to remove their shoes and then feed them dinner as used to be the pattern for many years. So… many businessmen in Tokyo engage “hostesses” for the quiet, subservient company they crave. The law, however, prevents them from paying these women, so they gift them luxury bags instead. The hostesses, in turn, go straight to the vintage shops and collect payment for their “gifts”. Voilà - the unique vintage store experience in Japan full of new goods. These stores limit the number of customers who enter to just a few (so you do have to stand in line sometimes), offer their clients water, sophisticated service, and it feels like a luxury boutique, just with with heavy discounts. And they remove the 10% VAT in the store! No hassle at the airport.

One of Many Mysteries About Japan

I’ve often wondered why more luxury brands are not exported from Japan. They treasure craftsmanship, design, quality and heritage. They take a strawberry and make it the best strawberry you’ll ever taste. They wrap every item you purchase with such care it feels like a ritual in itself. The highest quality goods are always linked to a place of origin, like matcha that comes from Kyoto. Kobe beef from Osaka.

I believe it’s a huge opportunity for certain Japanese brands, if they are interested, to widen their reach and share this commitment to quality craftsmanship with markets in the West. But something tells me it doesn’t always interest them. Part of maintaining the quality they are obsessed with probably dictates the “small batch” concept.

It’s one reason I highly recommend making the journey to this rare and beautiful country. And of course, the cherry blossoms!

Stay curious, and happy spring! Malinda

PS Don’t forget to follow us on IG @luxuryverse100!

Library 180 (@library.180) opened last year and the fashion world took notice including beauty greats like Pat McGrath.

Here was my experience. Please don’t judge my disheveled appearance, I forgot my umbrella and was rained on.

The place has endless assortments of Vogue from the U.S., Italy and France… Interview Magazine with Warhol asking Cher questions you would never see in print today. Giant, gorgeous books from the 70s, 80s and 90s devoted to supermodels, stylists, editorial writers, art buyers, photographers, art directors and typographers.

As my friend Jessica Navas (who has her own impressive collection of fashion magazines going back decades - IG @jess-monkey) says: “scrolling is brainless but magazines and books have STOPPING POWER.”

In studies that listen to women talk about the power of social media in their lives - (which they don’t feel good about, by the way) they speak nostalgically about magazines.

“I have been a lot more intentional with the types of media I consume. There has been a lot of fatigue around constant scrolling, over stimulation and overload from creators, and so much pressure to be PERFECT.” - C, Gen Z, NYC

Luxury buyers tell us they prioritize content that is non-fiction and related to their professional interests.

“When did our lives become about becoming sober, skinny and self-optimization? KPIs, leverage, circling back and - the worst - bandwidth?” - Me

For your 90-nostalgia pleasure, see random pictures below that were some of my fav’s (a young Tom Ford blowing bubbles!)

Of course, these images are all digitally available, if you search for them. The point is they took my breath away when I saw them in large form. They made a different imprint on my brain. It’s a very different effect. I literally had chills.

FLASH POLL: how would you feel if fashion magazines with beautiful photography made a popular comeback?

Snapping pictures from magazines like the ones below made me think - what has our daily life become? Are we turning into robots ourselves? My Alice-in-Wonderland experience into the world of beautiful books and magazines that celebrate more joyous, impulsive decades (80s, 90s - I’m obsessed) now has me feeling rebellious. Starting now, I’m definitely going to prioritize friendships, fun, fishnet stockings, experimentation, reading Virginia Wolf, listening to Kate Bush, Bowie, and letting loose a bit more.

Stay curious, Malinda

So this month, in our BeautyVerse Momentum Tracker, we decided to focus on longevity and wellness with our cultivated community of luxury beauty-buying women.

What we found were quite a few surprises. Longevity beat out all other health-related benefits possible from supplements (such as improved skin, improved nails, improved mood) in terms of desire.

Luxury may seem like a disconnect with health, but women who spend a lot on beauty are really spending a lot on it. Here are some of the supplements most often taken:

There is, in fact, almost an infatuation with learning about adaptogens as well as the usual supplements such as Vitamin D (which we all started taking during Covid).

82% are taking more supplements than they did a few years ago. They told us they find them interesting, especially learning about the benefits. Not surprisingly, TikTok is how the Gen Z component of our BeautyVerse often sees content on supplements (and buys them there) but it’s not the primary method of discovery. Amongst all age cohorts, women are mostly finding information through talking to each other about supplements.

As you can see below, word of mouth ranks higher than any form of media, including podcasts and editorial sources. Higher than recommendations from their doctors.

Community, in fact, is also revealed in this study to be very important to BeautyVerse women. We asked specifically about mental health and what they do to stay grounded and mentally healthy. 9 out of 10 say they highly prioritize actively investing in friendships and community. Out of 8 listed choices of ways to care for their mental health, female friendships are at the top of the list, ahead of exercise and sex.

Another trend of note is how prevalent wearable health trackers have become. One in four of the BeautyVerse owns an Oura ring, and another 45% are considering buying one. 71% use Apple Health to track steps and other cardio measures. This is, again, true across age cohorts. In fact, even Gen Z BeautyVerse women told us they are interested in “femtech” which tracks perimenopausal and menopausal health.

The term “femtech” was coined in 2016 by Ida Tin, co-founder of the period-tracking app Clue, to highlight and legitimize innovation in an often-underfunded and under-researched area of healthcare.

Coincidentally, as I’m writing this newsletter, I received a notification on LinkedIn from my friend and mentor Janet Salazar (head of the venture firm Alphawin Venture Group) about a friend of hers being diagnosed with stage 2/3 breast cancer, with spread to the lymph nodes. It was missed by the mammogram technology currently available. And the technology that would solve for this was in development by the NSF and NIH until funding was stalled.

So until the health needs of women receive equal attention as that of men, we need to keep talking! And connecting, sharing information. Because we all want to enjoy our lives until the end - quality of life longevity.

For more information or to get a copy of the full February BeautyVerse study, please email info@looklook.app.

February Beautyverse Momentum Tracker

10.2MB ∙ PDF file

Download

Our third edition - FREE to you!

Download

This is information that is not available from panel companies that track mass or masstige audiences.

WHY THIS MATTERS: luxury buyers are forward-looking and what they are saying, buying and feeling predicts future behavior.

The chart below is an example of a shift that is happening

.

While I think I will always have a decadent moisturizer because I do still love the beautiful packaging and the velvety feeling of La Prairie or Guerlain, I am now more focused on ingredients that target cellular health, mitochondrial activity and regeneration on a more scientific level.”

- J, Gen X, NYC

In other words, traditional luxury brand products that offer lovely scents, packaging and textures are slowly being replaced with products that sometimes sound strange, do not have fancy names, are not perfumed, but feature remarkable before and after benefits.

As I noted in last week’s newsletter, it’s not as much about brands now as the ingredients that capture luxury buyer’s imaginations. Peptide-rich plasma, exosomes, spicules, salmon sperm (yep), snail mucin, and NAD+ Boosters are the equivalent of fashion, now, in luxury skin care. Social media is driving some of this, but women are also hearing about these ingredients from their doctors (plastic surgeons and derms) and their aestheticians.

Download the full report below! And let us know in the comments what else you want to know about beauty. Next month we are thinking of focusing on internal beauty, so send us your burning questions. For more information on our insights work, visit our website at LookLook. For learning from our LuxuryVerse (which covers a broader array of topics), give us a follow on IG and TikTok: @luxuryverse100.

Stay curious, Malinda

Beautyverse Skin Care Momentum Tracker Jan 2026

3.26MB ∙ PDF file

Download

Our second edition - FREE to you!

Download

This month, we zero-ed in on luxury skin care. And the results were, frankly, shocking. There are not one, but two forces eating away at traditional luxury skin care brands such as La Mer and La Prairie. And they’re both unreported, because the Circanas and Mintels don’t track high-end luxury beauty buyer behavior (we do).

Even WWD in its latest article on the demise of Saks, “Where Are Saks’ Global Beauty Shoppers - and Brands - Going?” sounded a little out of it.

Many industry insiders think the winners will be the other legacy players in the department store market, all of whom have upgraded their offerings in the last 12 to 24 months.

Not even close.

First of all, few luxury shoppers under the age of 35 buy beauty at department stores anymore. One in four Gen Z luxury beauty buyers purchases through social media. Others buy directly from the brand. But most are still going to Sephora, even though Saks is right in its assessment that it’s no longer a luxury experience. But it’s quick, convenient, and carries K-beauty.

K-beauty is too often dismissed as a fad from a decade ago. The truth is, the pace of acceleration has picked up rapidly in the past year, and with the adoption of TikTok shop, products like CosRX snail mucin have exploded in popularity. They’re selling a lot of snail mucin.

I’m working this week from a yoga retreat in Tulum to escape a kitchen renovation. I asked the women I’m with (all Gen X-ers) what they’re buying, and found that they are remarkably fluent in Korean skin care brand ingredients. Spicules, salmon sperm DNA, NAD+ Boosters… they know it all. In fact, one woman shared that she buys her snail mucin (and her La Mer??) at Costco.com. I checked it out, and it’s true.

The lack of an authoritative channel of distribution for luxury beauty is hurting the traditional luxury skin care brands (we see you Violet Grey but you’re only in LA! And why are you still promoting holiday bundles?)

The other dynamic that is eating into traditional luxury skin care is the growing number of science-based clinical products from plastic surgeons and dermatologists. While prices of Korean products are generally much more affordable than traditional luxury skin care, the clinical brands are uber-luxury priced.

Skinceuticals, with its iconic CE Ferulic Acid serum, is luxury-priced, has always played in this arena and continues to do so successfully. Luxury beauty buyers consistently tell us how loyal they are to the product, despite it smelling like a hot dog.

The newer development are the longevity specialists, dermatologists, aestheticians and plastic surgeons getting into the mix. Dr. Nigma Talib, Augustinus Bader, Eighth Day Skin, Angela Caglia, U Beauty and countless others appeal more to luxury skin buyers seeking evidence-based results.

As one of our BeautyVerse members put it:

“I discovered this (Dr. Jart+) through a TikTok video! Traditional European luxury brands don’t feel as worth It to me any more because of all the amazing Asian beauty products on the market.”

S, Gen Z, SF

Then there’s the biohacking trend and increased interest in all-things longevity:

“I used to spend all of my money on products like La Prairie, Guerlain, etc because I thought luxury also meant the best quality Ingredients and most Innovation. However, over the past few years I no longer think this is true and I have been transitioning towards more tech-based products that may not have the same luxurious and pampering effect and appeal... but I think have more innovative ingredients In their formulations. While I sill love La Prairie and I do treat myself to Guerlain Orchidée Imperiali Rich Cream because they do research and use Ingredients that are regenerative like caviar and blue iris stem cells, I have discovered some new brands like Young Goose that seem to compliment my wellness and oral supplements for a more holistic approach.”

J, Gen X, NYC

For more insights and data on the latest luxury skin trends - as well as recommendations on how to succeed in luxury skin care, have a look at the newest issue of the BeautyVerse Momentum Tracker, available on our website, looklook.app, for FREE, under REPORTS, now.

Stay curious, Malinda

The term “authenticity’ has been brutally overused since I started my career at Coca-Cola, in new brand development.

In my twenties at the time, my first job as a junior-level brand manager was to close down a new brand that had been developed by the hottest ad agency in the world at the time, Wieden & Kennedy (creators of “Just Do It” for Nike.) Its attempt at a new soda brand was something called OK Soda and it looked like this:

I’m not even kidding! It wasn’t even meant to be ironic - it was meant to be authentically just ok. The marketing was artistic and experimental but it failed because its formula was made from leftover Tab Clear ingredients (if you remember Tab Clear, or even Tab, you’re a true Gen X-er!) We were the original slackers, wayyyy before Gen Z. (Honestly, I find Gen Z youth pretty energized and full of boot-strapper energy. Since we raised them, they did inherit some of our cynicism, though.)

Anyway, I digress.. back to authenticity. The other reason OK Soda failed was because it - quite authentically - had zero soul.

I believe soul and our individual connection to it is what will help us navigate through the next few years of Slop. The whole world order is being shaken up. Our country is showing late-empire signs of decay that are impossible to ignore. Restaurants draw us in with slop bowls that are quickly put together and wolfed down without a lot of attention to flavor. LLMs are spitting out generative mediocrity that takes a lot of sifting to turn into anything usable.

What do I mean by navigating via the soul? I’m talking about what it means to feel something stir inside us that inspires or is moving in a grounding, deeply satisfying way. When I feel burnout coming on (a weekly occurrence at least, for me) I try to think about how to light my inner flame. To feel more connected, and less alone (for me, it’s music, meditation, nature or talking to a friend.) To quote the amazing Rabbi Naomi Levy, who in turn quotes Einstein in her wonderful book Einstein and the Rabbi:

"A human being is part of the whole, the Universe. He experiences himself, his thoughts and feelings as something separate from the rest. Striving to free oneself from this delusion is the one issue of true religion.”

As a founder, it’s important to me to truly enjoy what I do, and I want my clients and employees to also love our work. As we reveal insights, we may not be moving mountains or solving for world peace, but I hope that what we do does help push back the barriers of Slop and create room for human connection that inspires.

Especially with our work with luxury brands, I think identifying beauty, bravery, rarity, creativity and craftsmanship is part of this work. Lately, we’re on the lookout for new, small gems from founders that are redefining what luxury means.

Example: Rubirosa’s, the new founder-created tiny apparel shop from Lauren Rubinski. A friend of mine who works for Céline discovered it because it’s on the same street as their showroom on rue de Grenelle in the 7th. She described it:

“(Rubinski) chooses some very basic and essential items, just colour declination, no marketing, kind of going back to old retail experiences from few decades ago. Its good are stored in library shelving, for example.”

Rubinski got her start as a jewelry designer at Colette, another small and independent treasure in Paris that is no longer. She seems to be embracing an analog approach to her business, with no e-commerce planned for the moment. “Just come to Paris”, she says. I love that.

Stay tuned for more of these discoveries. We don’t do sponsored posts or get paid for what we feature.

In the meantime, stay clean of slop and think about what lights your inner fire, and I’ll do my best to do the same.

Stay curious, Malinda

On a personal note, I’m so grateful for my LookLook team who have stuck with me through a turbulent past few years. My staff, many of whom who have been with me since they started their insights careers, are now having babies, which is very exciting. I myself started this company in order to create a life where I could work from home and be very present in my children’s lives.

We all work remotely, which I know is no longer as in vogue as it was a few years ago, but it works very well for us as a small team and we rely on every functionality available on Slack to stay in close touch throughout the day, complete with Happy Hour silliness, lots of “huddles” and many shares of pet photos. I love that both men and women at LookLook can take time off to care for their new ones and also have the flexibility to get work done when it works for them. I never, ever, question their commitment because I know they enjoy this flexibility.

I’m also grateful that purse strings are going to loosen up this year, which means people are going to become more excited and less anxious (haha) about making mindful purchases. Mindful is the key theme, and it points to the harsh fact that we’re living in a Darwinian time where the fittest will survive and thrive. No company can rest on its laurels at the moment. We all have to keep the creative fires lit from within. But now that (some?) dust has settled and the layoffs are easing, GDP is rising and inflation is lowering, things look good for our clients and our research participants (we call our 20k+ growing database of Cultivated Communities our “jewels”.)

Shopping one’s own closets and perusing TheRealReal has been satisfying for a few years, but now we hear from women that they’re getting bored with that. They want to see NEW fashion statements, creativity, whimsy, irresistibility, risk-taking. They want to wear heels again (maybe a little lower, though) and more color. This goes beyond apparel to jewelry and also the highly dynamic fields of self-care, wellness and beauty.

So here is the BURIED LEAD: we’ve decided as a team that we’re going to give away for free the Beauty Momentum Tracker we just launched (free download of the inaugural report at the bottom of this post.) A lot of work goes into this, but it just feels good to do it because our Beautyverse loves to share its opinions, and our business is now largely in the luxury beauty space, which includes makeup, skin care, fragrance, and increasingly, health and longevity. CHANEL, LVMH, Huda Beauty, Shiseido and Puig (all LookLook clients) have weighed in on our first effort and their feedback has been invaluable.

So, every month, there will be a free topline report on what our 1,000-member Beautyverse has to say about luxury beauty products they are actually buying and WHY. It’s the first such tracker that is fielded exclusively amongst luxury purchasers.

Another of our Cultivated Communities is the Luxuryverse, which has its own IG and TikTok (@luxuryverse100) if you’d like to give us a follow. These women are 1% -ers with exquisite taste on almost everything, and we talk to them more broadly, from maternity care to automotive. They are pointing us to future trends with what they tell us they are buying and craving.

One observation we’ve made about the Luxuryverse is that they are increasingly distracted from “mainstream” luxury brands and attracted to founder-led, niche, and personalized luxury experiences. There’s a lot of pride in their own discoveries, word-of-mouth amongst tight circles, and a fair amount of gatekeeping. More insights to come on this from the U.S. and from China, where we also have cultivated a Luxuryverse of women.

Here’s an example. One NYC member pointed me to Alicia Yates’ THANKYOUHAVEAGOODDAY fashion line, run from her Vestry St loft, and I’m sharing my first TikTok where I show off the incredible leather pants (drawstring with tassles! impossibly rich leather!) I bought from her. Handmade, mind you, and constructed from deadstock, because Alicia used to work for Celine, Isabel Marant and others and has incredible fabric connections. I get SO MANY compliments on these.

P.S. Please don’t judge me harshly, I’m new at this video stuff!

And do check out our free debut of the Beauty Momentum Tracker, the first of which focuses on luxury makeup trends. Next up is skin care, so if you manage a luxury skincare brand, please reach out to me on email at malinda@looklook.app if you want your brand included because it’s going to be a tricky list to compile with all this new Korean skin care people are using! These Trackers are a fun, highly visual and slightly gossipy read, robust with bone-honest quotes from discerning women. It will become more data-packed as we continually build the data set and can measure shifts in brand momentum over time.

Warm wishes to all - I can’t believe we are up to nearly 500 subscribers. Substack is amazing! Reading it has nearly replaced my TikTok habit which was getting a little out of control.

Cheers, Malinda

Share

I had such an experience recently when I met a fashion designer at a holiday event for Jessica McCormack, who as anyone who follow me knows, is the most delicious jewelry designer ever, and has now opened a Madison Avenue boutique with her very personal dedication to craftsmanship and a very real understanding of how women enjoy wearing diamonds and gold (everyday, thank you very much.)

The woman I met was Alicia Yates, and she was breezing past me in Jessica’s Madison Avenue townhouse dressed in the most luscious leather coat that I had to stop her and ask her what she was wearing - and lo and behold, it was her own design.

Thus began my fascination with her Tribeca studio Thank You Have a Good Day and its creations, sewed by hand by Gary, her husband, and designed by them both.

Alicia Yates and Gary Smith outside their Vestry St. atelier in NYC

“Our atelier is a creative space where we work and play, host and visit, touch and try on. We create collections once per month, of both one of a kind and limited edition pieces, using exclusively existing textiles; antique and vintage, as well as carefully sourced end of roll and deadstock fabrics. Our mission is to create as thoughtfully and sustainably as we can.” - Alicia Yates

Alicia and I exchanged numbers, texted, I made an appointment. I ventured there on a raw, rainy cold December day and was greeted with this experience that is entirely opposite of what one receives at today’s luxury boutiques. Gary and Alicia had just adopted a stray cat who was also luxuriating on their sofa, adding to the sense of humanity on that cold day. It struck me that the sense of warmth I felt has been a bit lacking in luxury fashion as brands have expanded and franchised so quickly in the last few decades.

This is how they prefer to sell: by appointment at their Tribeca loft, and they begin by welcoming you with warm hospitality and listening to what you want, then pulling pieces that you would never think to try. Gary explains the principles of French seams and other techniques that make the pieces so lovely in their sense of “finished”-ness and details.

Some of their collections are sold at retail and they create capsule collections for Net-a-Porter. They’re at the stage of growth (not yet 10 years in) where their principle of making one-of-a-kind pieces has them working around the clock.

Alicia’s career has included stints at Céline and Isabel Marant among other designers which give the atelier’s style a decided sense of French fashion confidence, but it’s the whimsy and boldness that make the looks show-stopping.

“There hasn’t been a lot of newness (in luxury) in a long time. And almost every multibrand retailer sells the same brands in a very similar assortment and I think we’re at a point where clients are really looking for something new and thoughtful and unique.” - Alicia Yates

With all of Alicia’s connections to the top luxury houses, the studio has access to deadstock that becomes available to them in waves, and they take on the creative challenge of transforming it into one-of-a-kind outerwear, blouses, trousers, and dresses.

Their pieces don’t feature logos but they are also maximalist - no quiet luxury here. The styles are all a bit oversized, with bold buttons and lush fabrics and surprising combinations.

Alicia also does some private styling and shared that amongst her clients, there is a desire to keep secrets when it comes to luxury today when they come across true rarity because it’s so hard to find.

I tried on a dozen pieces and fell in love with them all, even though I personally have always gone for a more fitted look. Oversized feels luxurious to me now, or at least mixing in some roomy dynamics.

Alicia showed me a pair of amazing matte jersey trousers which I was very drawn to but in the end went for the leather trousers that I had seen on Alicia at Jessica McCormack’s. They arrived via Fedex days later in the most adorable hand-sewn bag that Alicia insisted I have as part of the purchase.

This meeting and discovery have been sort of an epiphany for me that it may be harder to find the soul in luxury today. But that’s what I want to search for in our work, and we hear it constantly in our cultivated communities of luxury buyers.

So in this holiday season filled with treasure-hunting, I encourage you to dig deeper, ask for personal recommendations and talk to strangers who are wearing beautiful things.

LookLook is a boutique NYC-based insights firm specialized in facilitating intimate conversations with luxury buyers for luxury brands.

Don’t miss out on the complimentary Beautyverse Brand Momentum Tracker to find out which luxury makeup products are trending right now and which brands have positive momentum. The report, rich with real verbatims from real people - hot off the press after an in-depth Group Chat and survey of our 1,000-member luxury beauty buyer panel this month! Click here for access - and use the code “holidaygift” to get it for free.

The first one is on MAKEUP and we’re giving it to you for free!

We’re not Mintel or Euromonitor and we don’t measure hundreds of categories. LookLook DOES ONE THING WELL. We track luxury buying women and listen carefully to them. We’re invite only. We curate and carefully vet each participant. We pay them well. We have 1,000+ and a waiting list. It includes Gen Z, Millennials and Gen X. We include verbatims unfiltered from our participants. We find out where they are actually spending money, what influences them, and what triggers a purchase. All data is published within weeks, not months.

Some examples of findings from our makeup tracker:

1. Five luxury makeup brands made the “I want to try”, I just haven’t yet” list. They are bursting with pent-up enthusiasm just waiting to be activated.

2. Who is considered the “Queen of Neutrals”? This one line appeals across age groups and has truly built in habitual loyalty (virtually unheard of)

3. We’ve created “Trending Product” and “Classic Hero Product” edits just for you. One standout product, Victoria Beckham Beauty’s Satan Kajal liners, of course, makes it onto both lists. We share the Trending Product edit below. It’s based on how often luxury buyers mention certain products (some are not luxury - like RHODE! Even rich women mix up high/low.)

If you’d like to receive the full BeautyVerse Momentum Tracker for FREE, it’s our holiday gift to you. Click here, put in the code “holidaygift” (during checkout) and you’ll receive complimentary digital access.

The Trending Product Edit alone (below) may also serve as inspiration for your holiday stocking stuff and gift lists! Here’s a link to where you can buy. Please note these are NOT promoted products. No one asked us to list them. They’re just straight from real luxury buyers and we may make a shilling or two off them, so support a small business by clicking through. Happy shopping!

Like this? Click on the link below and send to a beauty lover or colleague! Next month is skin care. Tell us what brands you want us to cover!