Unlikely brands are finding creative ways to cash in on Millennials’ self-care obsession. Bumble is launching a skincare line, 7-Eleven sells their own makeup, Sodastream is touting the benefits of washing your face with seltzer, and many more brands are getting in on the craze with their own products. Others are coming together for surprising collabs, like Expedia and Estee Lauder. Leveraging young consumers’ Treat Yo’Self mentalities could pay off for brands that can prove beauty is “a natural extension” for their brand. (Vox)
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