Today at CEW, we talk to Rebecca Zhou, founder of Soft Services, about the expansion of the New York-based brand she launched in 2021 with a single, fragrance-free soap. “Buffing Bar is infused with microcrystals for exfoliating and tending to issues such as rough elbows, keratosis pilaris, and ingrown hairs,” writes CEW reporter Kavita Daswani. Today, the range boasts 10 SKU’s, and made its Sephora debut in stores and online earlier this year. Last month, Zhou collaborated with DS & Durga to create a fragranced version of Buffing Bar, based on its Debase scent. For Zhou, who previously worked as Head of Digital at Glossier, it’s all about meeting skin care needs. “Everyone wants to see results from the products they use,” she said. “And we are here to help.”

On the other side of the pond, Trinny London – the innovative, “stackable” cosmetics branded founded by its namesake, Trinny Woodall – opens its first standalone store today, in Chelsea, London. The new flagship boutique has a Meet Your Match Room, featuring innovative try-on technology to enable shoppers to experiment with different looks. “Our flagship celebrates everything that’s unique about Trinny London,” said the brand in a statement. “We’re bringing back the joy of shopping with a warm, inviting space that centres on connection, community and discovery.” 

In other makeup news, Kulfi, the cosmetics brand founded by Priyanka Ganjoo, will expand to include all North American Sephora stores in the U.S. and Canada this month. “Sephora loved our brand vision, and they were able to see the gap in the market Kulfi was addressing in a unique way,” said Ganjoo. “At the time, there wasn’t a brand centering South Asian beauty and people with our ‘loud and proud’ messaging in makeup.”

In tech, luxury skin care brand RéVive has harnessed generative AI technology to create before and after imagery designed to mimic its clinical test results. The company collaborated with Perfect Corp. to come up with the technology, which is similar to that used by dermatologists and plastic surgeons. Meanwhile, in fragrance, womenswear and accessories label Cult Gaia unveils three scents this week.

In brick-and-mortar news, Walmart has announced that it will phase out its multicultural hair care sections, and display products by hair type instead. “Oftentimes, within one home you will have multiple hair types, so to make shopping easier we have organized all hair wash and care items by hair type,” said Walmart spokeswoman Tricia Moriarty.

Read more on these breaking news stories at the links below.

The Story Behind Soft Services. CEW talks to the brand’s founder, Rebecca Zhou. (CEW)

Trinny London Opens First Standalone Store. The new flagship opens today in Chelsea, London. (THE RETAIL BULLETIN)

Kulfi To Enter All Sephora Doors In US And Canada. The makeup brand, founded by Priyanka Ganjoo, will go into all stores this month. (BEAUTY MATTER)

RéVive Turns To Tech. The luxury skin care brand has collaborated with Perfect Corp to create before and after imagery similar to that used by dermatologists and plastic surgeons. (WWD)

Cult Gaia Drops Scents. The womenswear and accessories label has unveiled a trio of fragrances this week. (BUSINESS OF FASHION)

Walmart Phases Out Multicultural Haircare Sections. The store is moving to display hair care according to hair type. (BEAUTY INDEPENDENT)