Daily Links: June 25th

image: Barneys

image: Barneys

1. America’s Hottest Brands: From buzzy sustainable(?) brand Everlane and budding young footwear company Rothy’s to K-pop boy-band sensation BTS and millennial beauty go-to Glossier, these are 20 companies, people, products and publishers that are having a moment. – Read More on AdAge

2. Perfecting Perfumery for the Instagram Era: However wonderful a perfume smells, digitally-native direct-to-consumer fragrances companies face a problem: most consumers will not be able to smell the product before buying. “In perfumery today, what’s interesting is that the director of marketing basically leads everything. It’s not at all how it should be. It should be creation that comes first.” – Read More on PYMNTS

3. RETRO READ: Un-Branded – How Consumers Outgrew Traditional Branding. In the digital era, we simply might not need – and certainly do not engage with – branding in the same way as we used to.Read More on TFL

4. Gen Z Is Shaking Up Gender Norms, and Brands Need to Be Dialed In as Priorities Shift: Gen Z attitudes about social progression and gender fluidity are reshaping traditional beauty norms, and brands have a major creative opportunity in the realm of male and gender-neutral beauty. Brands like MAC, Marc Jacobs and others have launched non-gendered makeup lines. – Read More on AdWeek

5. #Sponcon: how beauty influencers are experiencing a crisis of authenticity. When asked about the challenges they face with influencer partnerships, 52% of brands said it was ensuring a meaningful and authentic collaboration. – Read More on Dazed