From the ‘50s-style branding of Benefit to the 140-year success of Vaseline, the beauty industry is steeped in nostalgia – both authentic and artificial. Techniques, products and entire brands are built on days gone by, but why are beauty brand fans looking at the past with rose-tinted specs?
Lore Oxford is a cultural theorist and strategist. She's also the author of Substack column 'Why tho?', where she writes about internet culture and the adoption of Web3.