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TikTok top-selling beauty brand P.Louise to open immersive flagship store

P.Louise City, UK

UK – Make-up brand P.Louise is set to open its first fully immersive store in Manchester Trafford Palazzo in autumn 2025.

Founded by Paige Williams, P.Louise has built a strong following on TikTok through high-quality products, a commitment to inclusivity and its own make-up academy. The brand is known for its signature Bad B*tch Energy Juice Boxes, containing a lip oil and lip conditioner.

The bricks-and-mortar pink store aims to redefine the typical beauty shopping experience. Spanning 19,000 square feet over two floors, the shop will have dedicated make-up, skincare and bodycare zones and even a dance floor. Visitors will walk through content creation zones, book experiences and more. Read our Culture-coded Retail macrotrend report to find similar stores turned into third spaces.

This new location is an extension of the brand’s existing presence in Stockport, home to its training academy. For more insights on how content creators are moving online success into physical stores, read our report, The New Creatorverse.

Strategic opportunity

The next evolution of cult TikTok fandom is physical spaces. Translate the energy and personality of your social media into retail experiences that entertain loyal fans while drawing in new audiences

Kiehl’s teams up with Fortnite to make suncare part of play

US – Cosmetics brand Kiehl’s is breaking new ground with a four-week activation inside online video game Fortnite, aiming to embed sun safety into gaming culture.

The campaign highlights Kiehl’s Better Screen UV Serum through a modular takeover featuring four dynamic experiences across two custom maps.

Each game is tailored to different play styles, integrating the sunscreen’s story directly into game play and encouraging a new generation to normalise daily UV protection.

By tapping into Fortnite’s vast, engaged audience, Kiehl’s hopes to redefine how younger consumers think about sunscreen – making it as essential as the devices they use daily.

We explored how brands are embracing innovative methods to encourage consumers to protect their skin in our Future Forecast 2025: Beauty report. This activation exemplifies how beauty brands can use gaming environments to promote wellness messages in culturally relevant ways.

Kiehl’s and Fortnite, courtesy of Sulfuric Media

Strategic opportunity

Explore cross-industry collaborations that blend product education with entertainment to drive behaviour change and brand loyalty

Stat: High churn rates threaten subscription services

Shoptrue, US

Global – According to a new survey in the US and Europe from Recurly and Hanover Research, 66% of all cancellations occur within the first 12 months of a subscription. This high early churn rate is a critical threat in verticals like food subscription services, where 45% of cancellations happen in under six months.

As analysed in our New Codes of Value macrotrend report, value is paramount. Some 89% of consumers rate good value for money as a top attribute when choosing a new subscription. Price remains the top opportunity to retain subscribers. When asked what could have persuaded them to stay, 34% of subscribers cite a simple discount and 34% point to a lower overall price.

Consumers surveyed also hinted at a major ‘pause gap’ in the market. While 55% of consumers identify the ability to pause their subscription as a top priority, only 37% report currently having the option to pause a subscription.