Microtrends and viral “aesthetics” have dominated the beauty industry for years (are we circling back to clean-girl or ...

If you’ve been scrolling through TikTok lately, you may have seen a new beauty challenge taking over your For You Page: the 75 Hair Challenge. Inspired by the viral 75 Hard fitness challenge, this ...

Vika Shapel and a friend post photos of a her #chocolatechallenge. (Photo: vikashapel/Instagram) *Beauty blogger Vika Shapel thought it would be fun to launch her own social media challenge and came ...