Author: Brennan Kilbane

Kinfolk, the quintessential Millennial lifestyle quarterly, is betting it can translate its aspirational aesthetics into a multicategory consumer brand — starting with a fragrance line and a new Manhattan pop-up.

Mara Roszak spent her career styling the hair of starlets like Emma Stone and Zoe Saldaña. Now, through her hair line Rōz, she hopes to move into salons and Sephora stores across the US.

The brand is a precious L’Oréal property as one of the few fashion labels to successfully sell cosmetics, but its future success depends on making the runway beauty category relevant again.

Vacation’s entry into Sephora after already securing wide distribution at Ulta Beauty, Target and Costco shows both the new landscape for omnichannel beauty and the limits of the world’s most influential retailer.