Sephora

The technology is making it easier than ever to create fake reviews faster, better and at greater scale, creating more risk of shoppers being taken in by bogus testimonials.

This week, Sephora announced plans to double down on ‘green’ and ‘clean’ product labels, leaning into an increasingly risky marketing tactic even as a greenwashing crackdown has prompted other brands to pull back.

Popularised on social media thanks to its signature green eye masks, Dieux makes its move into physical retail.

As categories like body care, complexion and sunscreen take off industry wide, it’s unclear if beauty brands or retailers are steering the ship.

If aspirational customers keep pulling back from discretionary spending, only the luxury shopper will be left to snap up pricier products. But high-net-worth shoppers crave a different kind of retail experience.