Recently, new brands have been focusing on ancestral rituals rooted in traditional practices. New labels Misaj and Kenatae are grounding skincare in generational knowledge and holistic practices that prioritize nourishment and protection. Meanwhile, the industry continues to respond to online trends, with e.l.f. Cosmetics’ (S)e.l.f. Made Bottle inspired directly from a viral DIY. Beauty tech is also on the rise with the debut of SWAN Beauty Mirror that integrates AI-powered personalization and expert guidance into daily routines. With additional news from Benefit, Manic Panic, and The INKEY List, here’s what caught our editorial team’s eye this week.BRANDS