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Why Niche Skincare Brands Often Outperform Luxury Beauty Brands

Woman examining a minimalist niche skincare serum bottle at a clean wooden vanity in natural morning light

She had spent the better part of a decade building a routine around names that felt like guarantees — heritage houses with counters in every department store, cream-coloured boxes, and the quiet authority of a French or Swiss address on the label. She rotated serums. She upgraded moisturisers. Her skin remained reactive, her texture stubbornly […]