cosmetics Archives - usatoday24

Young people are stopping drinking beer like crazy. That’s why Mahou wants to sell you water as cosmetics

June 3, 2026 by usatoday24

On May 28, social networks in Spain woke up flooded with pink, lychee and promises of beauty. That day YUZZ saw the lightthe new business adventure of the influencer María Pombo in alliance with the brewing giant Mahou San Miguel. Under the motto Here You Glowis presented not as a simple drink, but as a revolutionary concept of fun skincare: a soft drink that “takes care of you on the inside so that you shine on the outside”, formulated with hyaluronic acid and vitamin C. The deployment was massive: the strategy started with mystery videos, a WhatsApp channel that was fuming with thousands of followers looking for clues and culminated in an experience pop-up in the heart of Madrid. However, beyond the indisputable success of the call, the launch uncovers a striking contradiction: that of an industry traditionally linked to nightlife and beer trying to bottle the idyllic universe of health, cosmetics and well-being. Why does a brewery sell beauty? Beer is beer you might be thinking. However, the alcoholic beverages sector is going through a moment of profound transformation in the face of the decline in consumption among new generations. This is where they make the leap towards functional soft drinks, since it responds to an unstoppable global trend. In fact, the wellness market It already moves 480,000 million dollars in the United States, with annual growth of up to 10%. Europe follows in the same wake, and Mahou is looking for its piece of the pie. But to connect with Generation Z and millennials It is not enough to launch a product; a narrative is needed. This is where María Pombo comes in. The industry is witnessing an evolution of influencer marketing, it is no longer about paying a well-known face to hold a can, but rather a “shared business model” based on co-creation. Pombo has been involved from day one, sharing the development process organically with her more than four million followers. This drastically reduces the consumer’s natural resistance to conventional advertising. The label under the magnifying glass. While marketing works perfectly, the scientific community has raised eyebrows when analyzing the list of ingredients. Can you really drink cosmetics? According to Dr. Emiliano Grillo, specialist in Dermatology, is blunt in the magazine Cuore: “There is no way for you to eat the skincare“. The expert warns that, for oral hyaluronic acid to have a real impact, it would require much higher doses than those anticipated in this type of recreational formats. But the biggest problem with YUZZ is not what it promises, but what it hides: sugar. Although the brand prides itself on being a low-calorie drink without sweeteners, nutritionist Paola Sánchez explains in the same medium that each can contains about 10 grams of sugar, the equivalent of two cubes, from the concentrated apple juice that serves as a base. The pharmacist Mencía Hermosa goes one step further and points out the paradox of the product: the consumption of sugars is directly involved in the glycation process, a mechanism that damages collagen and “contributes to skin aging.” That is, the soft drink could be torpedoing the effect it promises to generate. For her part, the pharmacist and disseminator Lena de Pons dissects the formulation in Infobaedenouncing that “the narrative sells more than the evidence.” De Pons clarifies that YUZZ is governed by food regulations, not cosmetics. Legally, they can only claim that it helps collagen because it covers 15% of the Nutritional Reference Value (NRV) of vitamin C, a tiny amount. “A fruit salad has more antioxidants,” says the expert ironically, also regretting that the word “science” is used in the campaign without providing independent studies that support the bioavailability of its formula in the body. The undeniable triumph of narrative. At the end of the day, the reality of YUZZ depends on the lens through which you look. If we evaluate it under the rigor of dermatology, trying to replace a cream with a soft drink is nonsense. As a timely and recreational alternative to a mixed drink with alcohol or a traditional soft drink loaded with artificial additives, it is an option that the experts themselves consider acceptable. But in the corporate field, the move is masterful. How to conclude Article 14in a saturated market where attention is the rarest commodity, getting an entire country to debate about your brand is the greatest success. Mahou and María Pombo have made the initial impact. Now they face the real challenge: to demonstrate that this cross between a brewery and skincare It has enough commercial history to survive on the shelves once the noise of social networks has died down. Image | instagram Xataka | It’s cheaper and less anxiety-inducing: ‘solo-maxxing’ is Generation Z’s answer to the stifling dating industry

They promised us Rapunzel’s hair with very expensive cosmetics. Science says the real secret has been in your kitchen for millennia

May 27, 2026 by usatoday24

Mythical representations of women, whether Botticelli’s Venus, the Hindu goddess Lakshmi or the maidens of Arthurian legends, often share an unmistakable trait: long, flowing and seemingly unattainable hair. It’s easy to think that such lengths are confined to the realm of mythology, untouched by the harsh reality of split ends and frizz. However, just swipe through TikTok or Instagram to find content creators sporting hair that would rival Rapunzel herself. Many of these influencers They promise that your hair has grown at a dizzying rate thanks to a specific technique: hair oiling or hair oiling. But, faced with shelves full of exotic formulas and luxury serums, an inevitable question arises: do we really need expensive products or has the ancient secret always been hidden in our kitchen in the form of olive oil? The resurgence of an ancient ritual. Although the term hair oiling It may sound like a modern invention packaged for Generation Z, the reality is very different. This practice was not born yesterday under the ring of light of a smartphone. Hair oiling is a technique deeply rooted in ayurvedic medicine from India, with Sanskrit texts from more than 5,000 years ago that already recommended infusing hair with natural oils to restore its shine and relax the mind. Likewise, in ancient Egypt also ointments were used based on animal fat or castor oil for similar purposes. What has changed then? The showcase. He hair oiling In a few months it has gone from being a “legacy trick” to an essential aesthetic ritual. Social media has choreographed it into a highly recognizable scene that includes a slow massage, meticulous application of oils before washing, a warm towel, and blow-drying to an incredibly shiny finish (glossy). Among the avalanche of coconut, argan and jojoba oils, olive oil has begun to reclaim its throne, not only because of its accessibility, but because it has historically been the cornerstone of Mediterranean cosmetics and the basis for extracting the properties of countless medicinal plants. The science behind the shine. Beyond visual aesthetics, the big question is whether slathering your hair in oil really works. The answer from science is a resounding yes, although with important nuances. Rocío Lajarín, doctor in Pharmacy and CEO of Alma Secret, explains in GQ that hair is made up of 90% proteins, mainly keratin. “When we use oils with structural affinity, we manage to reduce protein loss and reinforce the resistance of the hair shaft,” he says. The portal Healthline adds that regular oiling reduces “hygral fatigue” (the repetitive swelling and drying of the hair fiber when wet), acting as a cement that protects the cuticles. If we focus on “liquid gold”, clinical studies support its many benefits: Deep hydration and elasticity: An investigation of the Journal of Cosmetic Science demonstrates how olive oil It penetrates the hair fiber thanks to its high content of essential fatty acids, significantly improving hydration and resistance to breakage. A cocktail of vitamins: Virgin olive oil rejuvenates hair because it contains vitamin E, vitamin C (which stimulates collagen formation) and vitamin A (enhancers cell regeneration). Shield against damage and the sun: The International Journal of Trichology emphasizes that extra virgin olive oil contains hydroxytyrosol, a polyphenol that fights free radicals and cellular damage induced by UV-A rays. In addition, it is highly effective in reducing damage after subjecting hair to chemical processes such as dyes. Antifungal action: The same International Journal of Trichology points out that olive oil has an inhibitory influence on fungi that attack hair, such as Microsporum gypseum. The great debate: Does it make hair grow? This is where dermatology collides with internet myths. Dermatologist Andrea Combalia warns in Telva that at hair oiling “Many benefits are being attributed to it that are not real, such as hair growing faster or increasing its density.” Doctors consulted in Cleveland Clinic They agree that growth rate and thickness are predetermined by genetics, age and hormones. Oils prevent breakage (allowing length to be retained), but do not accelerate the growth phase from the follicle. However, dermatologist Ana Molina contributes in Trends a fascinating fact. It has been observed that the phytoestrogens present in olive oil can have an antiandrogenic effect by inhibiting the enzyme 5-alpha-reductase (which converts testosterone into DHT). Since DHT causes miniaturization of follicles in androgenetic alopecia, “phytoestrogens may help prevent or slow its progression.” Roots or just tips? This is the point of greatest controversy. Oiling the scalp before washing protects the lipid barrier of the skin against the aggressive surfactants in the shampoo. However, hairdresser Daniel Gil in Marie Claire and Dr. Steven Walker in GQ They are blunt: if you have an oily scalp or suffer from seborrheic dermatitis, you should avoid applying oils directly to the roots. Dr. Shilpi Khetarpal of the Cleveland Clinic confirms this: if you are prone to dandruff, applying oil can worsen the problem by feeding the fungus Malasseziacausing more inflammation. In these cases, the hair oiling It should be strictly from medium to ends. A ritual with common sense. At the end of the day, olive oil is not going to rewrite your hair genetics or magically transform you into a Renaissance painting. What science tells us is much more pragmatic and, at the same time, liberating. The true value of this trend lies in understanding hair care as a ritual that respects our natural hair structure, and not as a compulsive accumulation of synthetic cosmetics. Olive oil is a powerful, accessible and dermatologically endorsed tool to defend our hair from pollution, the heat of straighteners and daily wear and tear. Applied with common sense, the liquid gold of our Mediterranean diet is also confirmed as the best cosmetic in our bathroom. Image | Photo by Curology on Unsplash Xataka | For years we blamed stress for baldness without understanding why. Science has just found the missing link

the Deliplus fever and imitations of luxury cosmetics

December 27, 2025 by usatoday24

It all starts with that feeling of satisfaction and triumph when you leave the Mercadona. You haven’t been left behind and you have found that viral product that everyone on TikTok is talking about at a more than affordable price. A sensation that, when it comes to Mercadona and the year 2025, we can associate with launches starring the star ingredient and omnipresent, the pistachio, but no: in many cases the viral products of this supermarket have nothing to do with food. The devotion it provokes in perfumery and perfumery fans is nothing new. skincare, DeliplusMercadona’s cosmetics brand. Because of him, when we cross the exit door with our full bag, we realize that we have not only fallen into the trap of the viral product but also of the microspending. This is how a generation spends For those who are not familiar with the term microspendingwe are talking about that phenomenon that mostly affects generation Z and that consists of compulsively making small expenses, usually motivated by trends, the need for immediate reward or social networks. Due to their low cost, they seem like insignificant expenses, but in reality, when repeated frequently, they end up representing a considerable expense that silently depletes the current account. A subscription to Netflix, a video game on sale on Steam or the new viral lipstick from Mercadona are the only whims that many young people can afford. By not having enough capital to face large investments like a home or a car, its members choose to allocate their money to expenses more affordableimmediate and ephemeral. This increasingly restrictive economic context only allows us to search for immediate gratification, whether through a weekend getaway or with the Deliplus news section. Therefore, in terms of whims, our Mercadona basket is almost devoid of food but full of highlighters, creams or perfumes that are the new sensation. @mcarmenpadillaseq Mercadona has released a serum with a b0tox effect, and I have done a marathon to analyze it for you 🕵🏻‍♀️ #market #skincare #wrinkles #gallolegs #antiaging ♬ original sound – MCarmen Padilla Sequera Products that resemble in texture, packaging or effect to those high end cosmetics that are out of our budget like Lancôme, Dior, Fenty Beauty or Kayali. Actually, we rarely talk about viral formulas that respond to something unprecedented, but rather that satisfy our wish for the dupesoffering us those similar versions to the high range but eliminating that high price associated with brands from another category. Without going any further, in recent months Deliplus has launched a new serum for six euros in the form of a syringe but without a needle, the ‘Botox Like Serum’, which promises to help with wrinkles and expression lines to achieve that “Botox effect”. With its active ingredients, in addition to controlling these folds in certain areas, it seeks to avoid matte skin and thus also achieve that luminous skin. glass skin that is so fashionable. This combination of innovation, trend and low price It has made the product attract the attention of the consumer, in addition to creating a buzz effect on social networks; especially when compared to his Shiseido dupewhich promises similar effects fighting the signs of skin aging but with a price of around 250 euros. At first glance, everything seems perfect: the product has the approval of several specialists in cosmetics that highlight their effectiveness in those problem areas of the face, at the same time you save money and obtain many of the benefits that the product on which it is inspired promises. It seems that we would have no reason to doubt its success and virality. The enormous business of skincare The trick comes when we go in to buy that product that catches our attention, but in the end we end up with many others from the Deliplus line. Because, of course, how can I not take it if it’s so cheap? We may save 30 euros on a lipstick but we end up adding the highlighter, blush and bronzer that go to game. It’s true, they’re only around five euros each, but as long as you add up…Also, as if that weren’t enough, you walk down the hallway and that perfume dupe Armani that is trendy and that you wanted to try so much. Result: the perfect definition of microspending. The global cosmetics market continues to grow and is in full boom. There is increasing interest (especially in young population) for him skincareprevention and the search for certain active ingredients that benefit our skin such as retinol wave niacinamide. Specifically in Spain and Portugal, the perfumery and cosmetics sector exceeded 8.1 billion euros in sales in 2024 and it is expected that in 2025 it will end with a 5% additional growth. Both social networks and digital commerce play a fundamental role in promoting this habit of microspending; 66% of customers discover brands on social networks through recommendations from celebrities and influencers, and also 8 out of 10 consumers They claim to buy products after having seen them on social networks. “They have completely reshaped the beauty industry, changing the way consumers discover products and engage with brands. Platforms have democratized information, allowing anyone to share their experiences with a global audience. A positive review can spark curiosity and generate widespread interest, allowing trends to emerge quickly. Word of mouth has never been more influential” Nicola Kilner, co-founder of The Ordinary. Outside our borders, the dupes phenomenon also has great actors. ELF is one of the most prominent and its CEO, Tarang Amin, told in an interview with Washington Post one of the keys to its success. According to him, during a TikTok live, several users insisted on their interest in a product from his brand similar to the tanning drops by Drunk Elephant. He immediately asked his product division and it didn’t take long for them to go to market. Of course, for a third of the original price. Of course, China has also entered the equation. Shein, which … Read more

This year the Three Wise Men bring something very special to children: children’s cosmetics

November 20, 2025 by usatoday24

There’s barely a month left until Christmas and the first catalogs are already in hands of thousands of families. But this year, among dolls, constructions and car tracks, something unexpected has appeared: construction kits. skin care aimed at girls. unicorn masks, jade rollers “to play spa” and even “children’s” serums. On TikTok, creators like Mommy of three and Alottameg They accumulate thousands of views criticizing the fact that these products are promoted as toys. The alarm has gone off: what is facial care being part of the letter to the Three Wise Men? A global phenomenon that reaches children’s catalogs. What the Christmas brochures show is not an anecdote: it is part of an international trend. According to The New York Timesactress Shay Mitchell launched Rini, a brand of masks aimed at girls as young as 4 years old, whose promotional images caused massive rejection on networks and among dermatologists. And the data increases the tension. A Nielsen IQ study has pointed out that American households are spending more than $2.5 billion annually on beauty products for girls between 7 and 12 years old. In Spain, in addition to the boom on TikTok, stores already include children’s spa kits in their toy sections. More and more girls are asking for jade rollers, creams and creams on their Christmas lists. glowmasks peel off or antioxidant serums. dand the Sephora kids to the toy aisle. According to Yale Medicinemany children and preteens are “obsessed” with creating skin routines copied from TikTok and Instagram: scrubs, serums, masks, night creams… Even without having acne or any dermatological problem. Dermatologist Kathleen Suozzi explains that: “Our study shows that 20% of tweens and teens spend more than $50 a month on products they don’t need, sometimes layering five or more products.” The phenomenon has a name in digital culture: Sephora kids. The academic study of Rachel Wetstone and Jane Grant-Kels details that Girls between 8 and 12 years old show routines of between 6 and 12 products on social networks, many of them designed for adult skin. In these videos, exfoliating acids, retinoids, concentrated vitamin C and steps that imitate a 10-step adult routine are repeated. Beyond the skin risks, the authors warn of the ethical effects: premature aesthetic pressure, misinformation and economic exploitation of an extremely impressionable public. When skin care becomes a feminine role. In parallel, children’s advertising has been pushing girls towards the field of aesthetics for years. The Women’s Institute analyzed toy advertising in the Christmas campaign and found that: In 38.5% of advertisements aimed at girls, archetypes linked to beauty or the role of caregiver/mother/wife appear. The color pink dominates in almost a quarter of toys for girls, while boys appear linked to vehicles, action, professions such as pilot, police or military. 11% of advertisements sexualize girls, while no examples of sexualization of boys were detected. In that context, that sets of skin care As a toy “for girls” it is not an anomaly, but one more piece of a puzzle: that of a female childhood associated with aesthetics, beauty and body care from a very young age. As we already explained in Xatakathe Alpha generation (born after 2010) is growing up under an “early ritual” of aesthetic care, driven by algorithms that serve them videos of perfect skin, filters and routines, often before they have reached puberty. Dermatological risks. There is broad medical consensus here. According to KidsHealthmost children and teens only need three things: a mild soap, a fragrance-free moisturizer, and sunscreen. For their part, acne-prone adolescents can use versions oil-free of moisturizer and photoprotector, but always with medical advice. In addition, they emphasize that anti-aging products (anti-wrinkle, blemishes, firmness…) are not necessary and can cause just the opposite: acne, irritation, burns or eczema. However, between different sources The ingredients that most worry about trends in preteens are: Retinoids and retinol, which can cause severe irritation, peeling, and photosensitivity. AHA/BHA acids such as glycolic or salicylic acids, associated with redness and chemical burns in children’s skin. Fragrances, one of the main triggers of allergic dermatitis in children Drying alcohols, which damage the skin barrier Chemical sunscreens, more irritating than mineral ones Comedogenic oils such as coconut, cocoa or lanolin, which clog pores and can aggravate cosmetic acne. There is a psychological impact. From Yale Medicine describe how some children They begin to feel a real compulsion to maintain long routines, to the point of affecting sleep, social time, or even school performance. The Wetstone and Grant-Kels clinical study points to growing anxietyconstant comparisons, and teenagers who feel “insufficient” if they don’t replicate the routines they see on TikTok. For their part, the case of girls between 10 and 12 years old who speak openly of fear to “get old”, a meaningless concept at his age. And some come to think that “without products they are not worth enough”, a symptom of what several experts They are already beginning to identify it as infantile cosmeticorexia. It is not the first controversial toy. But the first with real assets. For example, children’s makeup cases have existed for decades: barely pigmented shadows, almost transparent lipsticks, peelable nail polishes. They were toys. However, the current difference is twofold: on the one hand, the products imitate real cosmetics, with active ingredients (although in low concentration) and claims typical for adults: illuminates, blurs pores, anti-aging, repairs barrier. On the other hand, they are not sold only as a game, but as a routine, as a habit of care and self-care. That is, as something that is not used from time to time, but every day. As The Guardian detailsdermatologists already treat 10-year-old girls who use vitamin C, retinol and exfoliants “because they saw it on TikTok.” This is not a mask with friends: it is the idea that they should “take care of themselves” to avoid non-existent wrinkles. Is this really a toy? Christmas catalogs raise an uncomfortable question: at what point did a face mask become a normalized children’s gift? It is not … Read more

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