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Agenda-setting intelligence, analysis and advice for the global fashion community.

Sunscreen to Shoppers: Pick Your Poison

As unchecked facts infiltrate the health and wellness market, indie sunscreen brands are burning out on misinformation — and getting heated in the comment section.
An image of two billboards: One is Primally Pure's May 2025 sunscreen campaign, and the other is Ultra Violette's response to that campaign, taking aim at its controversial "sunscreen is poison" message.
Australian SPF brand Ultra Violette's digitally-altered billboard, at left, was a response to Primally Pure's out-of-home campaign in Los Angeles and Chicago. (Instagram)

Welcome back to Haul of Fame, your must-read beauty roundup for new products, new ideas and the ultimate wife guy in skincare.

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Further Reading

How Fara Homidi Uses Cool to Sell Cosmetics

In a beauty universe controlled by celebrity, is there room for Fara Homidi’s under-the-radar version of luxury desire? A new product launch in June could give us — and her — the answer.

Is Homemade Shampoo a Recession Indicator?

DIY haircare recipes made with red onions and stovetop rice water are taking over TikTok’s algorithm. Do they represent a fad, or a shift in the way people want to talk about beauty in uncertain economic times?

About the author
Faran Krentcil

Faran Krentcil is a contributing writer at The Business of Fashion. She is a New York based writer, editor and lecturer with a focus on fashion and beauty.

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