People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?

Launching during a pandemic is risky, but for essentials brand Arfa, it was a chance to demonstrate its core belief: community comes first. With people looking for products to meet more than their basic needs, can Hiki by Arfa’s approach set a new agenda for marketing deodorants and body wipes?

As our mental health suffers during the pandemic, exercise is proving an essential tool for both physical and mental well-being. With a celebrity following and hundreds of thousands of fans, choreographer Ryan Heffington is raising spirits with Sweatfest, his lockdown dance-workout sessions.

Lockdown measures have led people to rethink their self-care routines, causing many to adopt DIY treatments. How might this switch to at-home alternatives promote the acceptance of bodily quirks that have long been considered shameful? And how can brands help combat lingering beauty taboos?