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":"4d155c90ded10f519a9da1e48a2db6eb","s":"34b337794ab30b44"}
Share your thoughts. Click here