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This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
Clean beauty has become the gold standard, and ILIA Beauty leads the charge with its high-performance formulas and minimalist ethos. Founded by Sasha Plavsic in 2011, the brand has been redefining what “clean” means in the beauty industry by combining natural ingredients with cutting-edge science.
The ILIA product line spans lightweight foundations, nourishing mascaras, and hydrating lip tints, all designed to deliver skin-first results. What makes ILIA stand out is its transparency—not just about ingredients but also about the sustainability of its packaging and practices. Products like the Super Serum Skin Tint SPF 40 blur the line between makeup and skincare. The brand uses recyclable aluminium and glass packaging, setting an example for others in the industry.
Visit iliabeauty.com | Follow @iliabeauty
Supermodel-turned-designer Gigi Hadid launched Guest in Residence with one mission: to make cashmere cool again. A modern twist on the wardrobe staple, the brand focuses on creating high-quality, timeless pieces designed to last. With cosy sweaters, elevated basics, and vibrant colourways, it appeals to a demographic that values sustainability and sophistication. Think oversized cardigans that feel like a hug from your chicest friend.
What’s notable about Guest in Residence is its focus on craftsmanship and transparency. The brand celebrates natural fibres, offering a sustainable alternative to fast fashion. Recyclable materials and timeless cuts ensure the pieces are here for the long haul. Hadid’s hands-on approach—she’s often seen modelling and promoting the pieces herself—makes it personal and approachable. This is a celeb-led brand done right.
Visit guestinresidence.com | Follow @guestinresidence
If you’ve noticed a resurgence of playful, seaside-inspired jewellery, you probably have Éliou to thank. Founded by Cristina Mantilla and Duda Teixeira, Éliou merges craftsmanship with whimsy. It’s a brand for people who aren’t afraid to have fun with their accessories—think pearl necklaces adorned with ceramic beads or asymmetrical earrings that evoke a day at the beach.
What sets Éliou apart is its handmade ethos. Every piece is crafted in the brand’s Miami-based studio, giving it a one-of-a-kind touch. Celebrities like Harry Styles and Kendall Jenner have been spotted rocking Éliou pieces, cementing its status as the go-to brand for quirky yet elegant jewelry. Whether you’re layering necklaces or looking for a statement piece, Éliou has something for everyone. As maximalism continues to trend, expect these playful designs to dominate jewellery collections everywhere.
Visit www.eliou.com | Follow @eliou_
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
Clean beauty has become the gold standard, and ILIA Beauty leads the charge with its high-performance formulas and minimalist ethos. Founded by Sasha Plavsic in 2011, the brand has been redefining what “clean” means in the beauty industry by combining natural ingredients with cutting-edge science.
The ILIA product line spans lightweight foundations, nourishing mascaras, and hydrating lip tints, all designed to deliver skin-first results. What makes ILIA stand out is its transparency—not just about ingredients but also about the sustainability of its packaging and practices. Products like the Super Serum Skin Tint SPF 40 blur the line between makeup and skincare. The brand uses recyclable aluminium and glass packaging, setting an example for others in the industry.
Visit iliabeauty.com | Follow @iliabeauty
Supermodel-turned-designer Gigi Hadid launched Guest in Residence with one mission: to make cashmere cool again. A modern twist on the wardrobe staple, the brand focuses on creating high-quality, timeless pieces designed to last. With cosy sweaters, elevated basics, and vibrant colourways, it appeals to a demographic that values sustainability and sophistication. Think oversized cardigans that feel like a hug from your chicest friend.
What’s notable about Guest in Residence is its focus on craftsmanship and transparency. The brand celebrates natural fibres, offering a sustainable alternative to fast fashion. Recyclable materials and timeless cuts ensure the pieces are here for the long haul. Hadid’s hands-on approach—she’s often seen modelling and promoting the pieces herself—makes it personal and approachable. This is a celeb-led brand done right.
Visit guestinresidence.com | Follow @guestinresidence
If you’ve noticed a resurgence of playful, seaside-inspired jewellery, you probably have Éliou to thank. Founded by Cristina Mantilla and Duda Teixeira, Éliou merges craftsmanship with whimsy. It’s a brand for people who aren’t afraid to have fun with their accessories—think pearl necklaces adorned with ceramic beads or asymmetrical earrings that evoke a day at the beach.
What sets Éliou apart is its handmade ethos. Every piece is crafted in the brand’s Miami-based studio, giving it a one-of-a-kind touch. Celebrities like Harry Styles and Kendall Jenner have been spotted rocking Éliou pieces, cementing its status as the go-to brand for quirky yet elegant jewelry. Whether you’re layering necklaces or looking for a statement piece, Éliou has something for everyone. As maximalism continues to trend, expect these playful designs to dominate jewellery collections everywhere.
Visit www.eliou.com | Follow @eliou_
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