It’s a busy day as Amazon Prime Day kicks off. This morning, July 11, one rebranded skin care line looks to make athleisure a bigger part of your beauty routine. Fashion brands are revamping loyalty programs, which means we’ll likely see beauty following close behind. Business of Fashion reports on why so many brands look to expand across the pond, and Fast Company explores how to get the best out of Generative AI. Read these stories, and more, in the links below.

“Activewear For Your Face”: Sweat Cosmetics Rebrands As Hustle Beauty To Double Down On Athleisure Positioning. Beauty Independent reports on beauty brand Sweat Cosmetics — now Hustle Beauty — repositioning itself as facial activewear. (Beauty Independent)

Fashion Brands Are Refreshing Loyalty Programs to Increase Customer Lifetime Value. With customer acquisition costs on the rise, brands are doing all they can to retain consumers with revamped loyalty programs — will beauty brands follow suit? (Glossy)

Sephora to Bring Immersive Sephoria Event to New York This Fall. Sephoria returns hosting two days of in-person events on 29 and 30 September, hoping to attract 6,000 people with more than 50 brands participating. (WWD)

Junk Theory Wants to Teach Gen Z About the Fate of Beauty Empties. Junk Theory is on a mission to educate and encourage Gen Z when it comes to the sustainability of their beauty products; reporting that 95% of recycled beauty products end up in the trash. (Glossy)

Why So Many Brands Want to Expand Into the UK Right Now. Business of Fashion explores why, despite the cost of living crisis, so many brands have their sights set on expanding in the UK. (Business of Fashion)

Generative AI Isn’t Just For Making Bland Text Anymore. Fast Company looks into how we can use Generative AI to make sense of what’s already out there versus creating new text. (Fast Company)