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

Where TikTok Beauty Meets MAHA: ‘Dorm Water’

The latest trend on TikTok has college coeds fearful that their showers are ruining their hair. Naturally, the beauty industry is here to help.
A shot of emma Stone showering from the movie Easy A
“Dorm water” is regular water, but an assumption pervades on TikTok that because it’s shared it must somehow be loaded with hard minerals or even toxic. (Sony Pictures)

Welcome back to Haul of Fame, your must-read beauty roundup for new products, new ideas and some intel on Taylor Swift’s influence on lipstick sales … and on the stock market.

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Further Reading

How to Win Friends and Influence Ulta

DIBS Beauty says it’ll be “the top-selling Ulta brand” in 2026, and that its new double-sided mascara is key to unlocking the number one spot. Is that even possible?

It’s a Goth Lite Summer

In an effort to stand out on crowded social media feeds, death-tinged delights like “Summerween” and “Wednesday” are spreading a sugar-coated macabre across the Western world. Even without an official collab, beauty brands can still scare up some sales.

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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