Bellami, the world's leading hair extension brand, just launched its first global platform with a campaign that refuses to play by category rules. "Beautiful Extensions of You," developed with Fred & Farid, reframes extensions from add-on to identity, from enhancement to authentic expression of self. The context matters: the hair extensions market is projected to reach $10.78B (Fortune Business Insights) by 2032, but this work reaches beyond growth metrics. It's about giving both stylists and clients a shared, modern language for what extensions make possible.

omething quietly revolutionary unfolds when a skincare brand refuses to choose between 5,000-year-old wisdom and cutting-edge biotechnology. While the beauty industry clings to exhausted binaries ("clean" versus "clinical," "natural" versus "effective"), Subtle Energies charts an entirely different course with their Advanced Biotech Skincare Range.

Some brands measure launches in weeks. Vintner’s Daughter measures in years. One product held the stage for a long time before a second appeared, and only much later a third. Each built through patient infusion and fermentation, each speaking the same language of coherence. In a culture of quick fixes, this kind of discipline feels almost radical. 3 formulas are enough, and behind them lies a science we’re here to decode.

When Kat Burki treats the scalp like skin, hair care stops being maintenance and becomes medicine. After thirty years in medical research, the biochemist behind some of beauty's most respected formulations has turned her attention to follicular health. The Bio-Ferment collection applies the same nutritional biochemistry principles that revolutionized her skincare line to hair care that actually works with biology instead of against it.

In wellness and beauty, true innovation often works behind the scenes. MyBodyContour by MyPureSkin is formulated with precision actives, from microencapsulated SOD to marine collagen peptides, to support the body’s circulatory and lymphatic networks. The result is a season where energy, recovery, and comfort stay consistent, even in the heat.

What happens when you spend eight years creating skincare not for the market, but for yourself? At 40, Janine Knizia asked a simple question: What would the most effective skincare in the world actually look like? Not for selling, just for her own skin. Eight years later, the answer became five formulations. Marine biotechnology from Tonga. Fermented botanicals. Clinical actives that work with your skin's natural rhythms, not against them. No performance anxiety. No anti-aging promises. Just skincare that treats your skin like the intelligent system it actually is.

A look at one of the most refined biotech launches of the year, and why Cecilia Holistic Beauty founded by Cecilia Perotti, has been part of my Future of Skincare journey since day one. A serum shaped by science, infused with intention, Silver Future marks a defining moment for Cecilia Holistic Beauty and the future of skin intelligence.

The skin asks for little. Moisture, protection, a hint of colour, sometimes, to reflect the light, to bring warmth to the surface. Anything more is often excess.

This is the logic behind Tinted Beauty Potion by (M)anasi 7: a lightly tinted oil, formulated with nine organic plant oils and fermented vanilla planifolia. Designed for lips, cheeks, and eyes, it offers a wash of pigment so soft it feels less like makeup and more like a suggestion.

Oio Lab is a brand I’ve followed closely since the early days of Future of Skincare, when I first spoke about it over two years ago. There’s something about Joanna Ryglewicz’s philosophy that’s always resonated with me: her quiet rigor, her deep belief in clean science, her obsession with efficacy without excess, and the fact that she formulates everything herself, literally in-house. It’s an enviable level of control and care.

Founded in London by a small, highly accomplished team — and helmed by Daniel Bense, whose career bridges luxury retail and beauty — To My Ships is less about launching a "clean" brand and more about rethinking the terms altogether.

Rooted in inspiration from The Iliad — a text where beauty, bravery, and devastation coexist — the brand sets out to create personal care for the intellectually and sensorially literate.

Some launches are made to disrupt. Others are designed to settle in—quietly shaping the space around them. Kitsuné Bien-Être belongs to the second kind.

With its debut wellness line “Kitsuné Bien-Être“, Kitsuné doesn’t enter beauty as a new frontier, but as an expansion of something already lived-in. A mood. A worldview. A rhythm.

Most of us see haircare as maintenance—a cycle of washing, conditioning, styling, and hoping for the best. But what if it could be something more?

This is what I discovered with Tokio Inkarami Platinum Limited. Rooted in Japanese precision and high-tech innovation, this treatment is less about superficial shine and more about rebuilding the integrity of every strand. Add in the S.Heart.S Scalp Brush, and you have a ritual that’s as effective as it is indulgent.

Wellness is more than a routine—it’s a rhythm, an ongoing dialogue between the body and its environment. Depuravita follows a slow, intentional, and deeply integrative philosophy, rooted in both science and tradition. Founded by Sandra Nassima, the brand merges Ayurvedic, Traditional Chinese Medicine, and Scandinavian wellness principles with modern research, creating an ecosystem where each product works in synergy with the body’s natural processes.

Valentine’s Day is the perfect occasion to turn our attention to a often overlooked aspect of beauty: intimate skincare and wellness. Just as body care expanded our understanding of self-care beyond the face, intimate skincare challenges us to rethink how we treat and nurture one of the most sensitive, vital areas of our anatomy. I’ve curated a Future of Skincare Love List of standout brands that represent the best in intimate skincare and wellness. These are the innovators driving this movement forward with thoughtful, effective, and beautifully designed products.

That’s where the Bio-Ferment Scalp & Hair Treatment changes everything. This isn’t a styling product, nor is it a rinse-off treatment that delivers a temporary illusion of health. It’s a biological recalibration, designed not to mask issues but to change the way your scalp ages, functions, and regenerates. Its foundation is in the science of longevity—reactivating stem cells at the root, prolonging the hair’s active growth phase, and reducing premature shedding before it even begins.

The beauty world moves fast, but the Future of Skincare Power List slows it down, curating 60 brands that are truly shaping beauty in 2025. This list isn’t about chasing hype—it’s about celebrating consistency, innovation, and results. Over the past year, I’ve tested formulas, researched ingredients, and connected with the people behind these brands to bring you a guide that goes beyond trends. From skincare staples to wellness essentials, these brands represent what modern beauty is all about: thoughtful formulations, real impact, and a commitment to both inner and outer care.

Perfume is more than a blend of notes; it’s an invisible signature, a transportive experience that bridges emotion, memory, and self-expression. This year, I explored 14 exceptional fragrances, each offering an olfactory journey into the realms of artistry, innovation, and dreamlike escapism. These scents represent the best of tradition and creativity, blending evocative stories with groundbreaking compositions. Here’s a look at the fragrances that have defined my year.

Susanne Kaufmann has always stood out for her unwavering consistency and ambition in elevating clean beauty standards. When I met her in Paris last September for the launch of her latest innovation—the Ectoin Repair Serum—it was clear this was more than just another product release; it represented the culmination of years of meticulous exploration and dedication. Susanne Kaufmann and her team shared the journey behind the serum, an ingredient they had already worked with across other products, finally making Ectoin the hero ingredient it deserved to be.