Fragrance and personal care
September 16, 2025
The company is seeking to shift the narrative around aging and cosmetics. Image credit: Bluemercury/Antoine and Charlie
By Zach James
Leading luxury beauty retailer Bluemercury is speaking to its core clientele.
{"ct":"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","iv":"01e100576e3e419c39ce8f5271922ff2","s":"ba463a475fa4f00a"}
Share your thoughts. Click here