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Ikea is catering to self-care enthusiasts.

Mar 29 2019

Ikea is catering to self-care enthusiasts. Their new home décor line encourages shoppers to treat themselves with items that tread the line of “vanity and practicality,” according to Ikea. Lounge items like cozy blankets and kimonos are meant to maximize relaxation, while sheets and towels have “a pre-worn handicraft feel.” The natural trend and the Marie Kondo effect inspired the line as well: items’ materials are all-natural and “the line is designed to blend Scandinavian freshness with Japanese calmness.” (Curbed)