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Maesa opens 2027 incubator to support underrepresented beauty brand founders
The latest Maesa Magic Incubator programme will offer $35,000 in funding and mentorship from established beauty brand founders and industry executives
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Digital
![Fake followers, real risks: 5 ways brands can deal with social media impersonators]()
Fake followers, real risks: 5 ways brands can deal with social media impersonators
Fraudulent accounts on social media pretending to be beauty companies is a growing issue, posing a threat to customer safety and brand integrity. Iona Silverman from law firm Freeths reveals what entrepreneurs should do when fake accounts appear
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Hair Care
![GHD unveils first AI-powered styler that turns traditional heat technology on its head]()
GHD unveils first AI-powered styler that turns traditional heat technology on its head
The hair tools brand has launched artificial intelligence (AI)-powered GHD Sculpt to mark its 25th anniversary, which it claims will disrupt the industry – a styler that measures hair temperature instead of plate temperature to deliver ‘zero damage’
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Colour Cosmetics
![Curated beauty boxes are making talent partnerships more authentic than ever before]()
Curated beauty boxes are making talent partnerships more authentic than ever before
Edit boxes are growing in popularity, offering an authentic collaboration between beauty brands and talent. This move, to tap into personal recommendations truly loved by the partner versus simply slapping a name onto a new sku, can lead to new audiences for brands and retailers and a more authentic entry into beauty for talent
Ingredients
![Can Pentavitin take hyaluronic acid’s crown as the beloved skin care hydrator?]()
Can Pentavitin take hyaluronic acid’s crown as the beloved skin care hydrator?
More beauty brands are infusing plant-derived moisturising ingredient, Pentavitin, into their formulations because it can bind moisture to the keratin in the skin for 72 hours without it evaporating, providing longer-term hydration. Beauty Writer Bethan King investigates
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