Rachel was featured in Vogue Business exploring how economic uncertainty is reshaping beauty behavior. From TikTok’s “Recession Blonde” to skipping the Sephora Sale, consumers are spending smarter — opting for refills, DIY treatments, and multi-tasking essentials. Rachel shared her own pared-back buying habits and offered insight on how brands should respond: with value, intention, and emotional payoff.

As founder-led brands tighten their edits and elevate storytelling, the new beauty playbook isn’t about spending less — it’s about making it worth it.

MAC is doubling down on nostalgia and next-gen appeal with its latest launch, Lipglass Air — a lighter, oil-infused remix of the iconic early-2000s gloss. To hype it up, the Estée Lauder-owned brand tapped a campaign full of nepo babies (Zaya Wade, Francesca Scorsese, Amelia Gray + mom Lisa Rinna) and paired it with early-aughts tabloid aesthetic.

The move signals MAC’s push to stay relevant with younger, internet-native consumers — while still nodding to its legacy hits. With a new formula and mascara-style packaging, Lipglass Air competes directly with the Summer Fridays and Rare Beautys of the world. The brand is betting that a “born famous” narrative and a more wearable texture can bring the gloss back into the cultural spotlight.

Rachel was quoted in BoF calling the move “honestly brilliant,” pointing out how Lipglass still has cachet — but needs to evolve to meet today’s beauty consumer.ns with an idea.

Rachel was featured in BoF’s deep dive on the niche fragrance boom — and how designer brands are struggling to keep up. While luxury houses like Balmain and Bottega Veneta are launching $300+ perfume lines, today’s fragrance hype is being driven by niche players with quirky notes, cool storytelling, and TikTok creator buzz.

Rachel breaks down why “weird sells” in fragrance, and why fashion’s traditional luxury tactics don’t always translate. “A plain bottle might work for a true indie,” she says, “but with designer brands, people expect more.” For brands entering this space, it's not about scale — it’s about cultural heat and the right hands (and noses) online.