Beauty Pie

For the new caring consumer: Hiki and Arfa



Hiki body care sweat set

Pity any new brand launching right now.

I just received a box of Beauty Pie samples (there are new additions* to the Japanfusion line), extolling its new pop-up at Harvey Nichols, which obviously won’t be experienced now for a while.

But worse is Arfa, a US-based direct-to-consumer holding company, whose first brand is Hiki, a bold bodycare line for ‘everyday sweat needs’ (read: deodorant).

Three things of interest here. Acknowledging the mood of the moment, Hiki decided to give its products for free to hospital and medical workers (they just have to pay for part of the shipping), and to everyone else in exchange for a compassionate message on social to reinforce its brand value of ‘kindness’. It’s a way to make the best of a bad situation and bake that situation into its narrative of body care. (more…)



Trend Report: What to wear for SS20



Arket pink trench

While many say that commercial ‘seasons’ are redundant, I still get new season vibes just before Fashion Week. I think it makes me focused on the newness out there, plus the days are getting longer and I just want to let the light in my life, dammit!

However, new season to me rarely means a total ‘in then out’ about turn from the previous season. That kind of thinking has become outmoded lately anyway, as desirability has become “decoupled from consumption and coupled with knowledge, a story, belonging, and transformative potential to make us better humans.” Instead, this new season edit is an excuse to fill any gaps with updates rather than total novelty. Here’s what’s on my radar for SS20…

1/ UNDONE TRENCH. Trench coats for spring? Clearly not ground-breaking, but I like the new relaxed, slouchy macs and trenches, designed less for harsh weather and more for wearing undone whilst sipping a matcha latte al fresco. (more…)