What’s the next trend hitting men’s grooming? Makeup! The guys behind Beauty Benders are on a mission to bend the rules and take the gender out of makeup. These two out-of-the-box thinkers share their view on stereotypes in beauty and on using makeup as a means of self-expression.

Women are responsible for roughly 80% of purchases in the beauty sector which is why marketers need to understand how to appeal to them. From social media campaigns, to partnering with influencers, to monitoring product reviews, it’s all part of the equation that drives a woman to purchase. Find out what else you should consider.

Anticipation, excitement, hopefulness – all feelings that we experience before going on a date. Can you bottle that? Master perfumer Carlos Benaim thinks so, and has done so for the latest fragrance from Maison Margiela. Benaim talks fragrance, romance and wine in this offbeat interview.

After a career as fragrance designer for Coty and other major groups, Ruth Sutcliffe pivoted, shifting her expertise to therapeutic scent, a transition spurred on by very personal mission which led to the founding of her company. She has continued to champion the sense of smell and its effect on emotional well-being as seen in her latest product which can help combat anxiety.

In an effort to simplify the existing diagnostic tools on the market, ScentGenie aims to help consumers search for a fragrance based on a mood, a place or even the time of day. Texting the Api with words describing what feeling you want will result in a recommendation. Could this technology be coming to a store near you some day?

China’s Tmall is betting that a picture is not only worth a thousand words, but that it will convey a thousand smells. The new Scent Visualizer digital tool will help consumers see what a fragrance smells like. Will this boost sales in a country where estimates indicate only 5% of the population is a fragrance user?

How can Artificial Intelligence impact the fragrance industry? Research into consumer demand is driving technology and with it, the innovation to develop new aroma molecules, new delivery systems and even emotional scents which will impact our daily life. Feel-good fragrances are just a spritz away.

What are Forever Chemicals and why are they used in Beauty? Turns out they help make a product long-wearing or waterproof, and they break down very slowly in the environment, hence their nickname. They have come under fire recently as being harmful both to users and to the environment, but are the concerns legitimate? A cosmetic chemist and toxicologist weigh in on this hot topic.