Beauty Notes | 24 July 2026
Initio Opens First US Boutique
Initio Parfums Privés has opened its first US boutique on New York City’s Madison Avenue, bringing its immersive approach to fragrance retail stateside. Alongside the brand’s signature scents, including Side Effect, Musk Therapy, and Oud for Greatness, visitors can experience the complimentary Feel Lab, a neuroscience-inspired consultation that uses a brainwave-reading headset to help match customers with a fragrance based on their emotional response to scent.
Merit Secures Backing for Global Growth
Merit is gearing up for its next phase of international expansion after securing a minority investment from Semcap Beauty & Wellness. As part of the deal, industry veteran Vasiliki Petrou — who previously founded Unilever Prestige and led acquisitions including Dermalogica, Hourglass, Paula’s Choice, Tatcha, and K18 — will join the brand’s board of directors. Read our full story for everything you need to know.
Kelsey Mitchell Scores a Major Beauty Partnership
Procter & Gamble has signed WNBA All-Star Kelsey Mitchell as its first-ever global athlete ambassador, with the Indiana Fever guard set to represent brands including Olay, Secret, Gillette Venus, and Tampax. The partnership kicks off during WNBA All-Star weekend in Chicago before expanding to community initiatives with Mitchell’s Kelz Hoop Foundation later this year.
Sephora UK Unveils First Boutique Concept
Sephora UK has opened its first boutique concept store on London’s Carnaby Street, introducing a smaller retail format designed for high-street beauty shopping. Alongside a curated edit of prestige brands, the boutique features personalised beauty consultations and the retailer’s new Beauty Scan skin analysis technology. A second boutique is set to open at Old Spitalfields Market on 30 July.
Dr.Jart+ Brings Back Its Cult-Favourite BB Cream
Dr.Jart+’s cult-favourite Premium BB Cream is back with a new formula. The updated hybrid builds on the original’s skincare-meets-makeup formula with an expanded shade range, 2% niacinamide, glycerin, and broad-spectrum SPF, while delivering a lighter, more breathable finish.
Seed to Skin Takes Over The Newt Spa
Seed to Skin Tuscany has taken over the treatment menu at The Newt Spa in Somerset, marking the brand’s first dedicated UK spa. The new partnership brings the brand’s signature botanical-meets-biotech treatments to one of the UK’s leading luxury wellness destinations. Read our full story to explore the treatment menu and learn more about the partnership.