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When it comes to beauty categories, there is nothing as deeply personal as fragrance. It’s linked to our memories and can change our mood, and unlike skincare, makeup and haircare, it’s more about how we want to feel than how we want to look.
As the beauty world shifts towards Gen Z and Gen Alpha consumers, beauty trends have focused more on individuality and self-expression. We’re less fixated on covering up blemishes and more focused on the vibe we’re projecting….
