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Why Many Y2K Beauty Brands Aren’t Benefiting From the Y2K Trend

Fashion labels like Marc Jacobs have capitalised on the Y2K trend with rebooted brands and products. But beauty brands of the era, like Laura Mercier and Philosophy need more than nostalgia to capture Gen-Z’s attention.
Laura Mercier pressed powder.
Y2K brands like Laura Mercier and Philosophy need more than nostalgia to capture Gen-Z’s attention. (Laura Mercier)

Michelle Giguere, a New York-based merchandising executive, first bought

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