fever

muscle fever at 40

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Walking through the park has become a curious experience. It is not uncommon to come across women who seem prepared for a tactical mission, with voluminous vests that appear to be bulletproof. However, there is no danger; is the fever rucking. As journalist Emma Rosenblum tells it in it wall street Journalwe are facing an “explosion of interest – bordering on obsession – in well-being during perimenopause.” Her friends, Rosenblum says, have gone from enjoying a Bolognese pasta dinner to shaming her for using five-pound weights and not “swallowing Greek yogurt by the bucket.” This scene, which is repeated in thousands of homes, reflects a paradigm shift: the generation that grew up with the ideal of extreme thinness She is trying to age differently than her mothers and grandmothers, those who ended up with a hunched back and hip fractures after a simple stumble. To understand why our friends are lifting weights as if their lives depended on it, we have to look at hormones. According to Mayo Clinicperimenopause is that transition period — which can begin at age 30 or 40 — where estrogen and progesterone rise and fall like a roller coaster. This drop in estrogen not only brings the famous hot flashes or irritability. As explained in Cleveland Clinicestrogen is the guardian of our bones. When it disappears, the body begins to break down the bone faster than it can make it. The data of Harvard Health they are relentless: After the age of 40, inactivity and hormonal changes can rob us of bone mass at a rate of 1% per year. In fact, in the 5 to 7 years after menopause, a woman can lose up to 20% of her bone density, according to doctor Jennifer Wagner. The new “faith” of the gym For decades, women’s health was limited to reproductive health. “It seemed like one night you went to bed premenopausal and the next day you woke up postmenopausal,” explains Dr. Mary Jane Minkin. in Yale Medicineand. The reality is much more complex and has been systematically ignored. In Spain, gynecologist Blanca Fernández, from the Gipuzkoa Polyclinic, warns on portal With Health that 80% of those over 40 are worried about their symptoms, but only 57% consult a doctor. It is the result of years of “unnecessary resignation” and lack of research. However, that narrative is taking a turn. The portal The Good Trade points out that the culture of thinness has done us a disservice, creating generations of women with osteoporosis. Now, the goal is to avoid “sarcopenia” (the loss of muscle with age). As researcher Christopher Hurst explains in The Conversationstrength training is the “gold standard” for healthy aging. It’s not about aesthetics, but about “independence and dignity.” Hurst clarifies that it is not necessary to lift the garbage truck: one or two sessions per week where muscle fatigue is reached (feeling that you cannot do one more repetition) is enough to see significant changes. Even people in their 80s and 90s can benefit, the expert emphasizes. The phenomenon of “health soldiers” This is where we must separate the wheat from the chaff. Do all my friends need to lift their own body weight?: Strength training: It is undeniable, the basis for a healthy aging. By “stressing” the bone by lifting weights or using resistance bands, bone-forming cells are activated. From harvard they add thatUnlike cardio, strength specifically protects the spine, hips and wrists, the most critical fracture points. The myth of the weighted vest: Guardian tested this trend and the conclusion is mixed. Although it adds difficulty to the ride, the experts on the portal threes warn about the risks: “Carrying weight without a base of strength can cause compression on the spine and stress on the joints.” In addition, the studies that support its effectiveness in creating bone are usually small and carried out in people who also did impact exercises. The protein trap: Yes, bone needs protein, but as Dr. Tang says in it WSJthere is no reason to live “gobbling up chicken breasts” as if there were no tomorrow if you are not at high clinical risk. DEXA fever: What was once a test for the elderly is today the new health “selfie.” The DEXA scan measures fat, muscle and bone. Although doctors like Dr. Miriam Bredella They say the test is underused in those over 65, longevity figures such as Dr. Peter Attia defend its early use (at 30 or 40 years old) to detect “visceral fat” and have a baseline before the hormonal collapse occurs. Muscle as life insurance Despite the avalanche of information, some experts call for calm. Dr. Karen Tang comment on the WSJ that, although awareness is good because “a lot of this is preventable”, too much information can become a source of unnecessary stress. “For the average person, these are simple lifestyle modifications: some weight-bearing exercise and some strength training,” he says. You don’t have to jump around the city like a kangaroo or eat a truckload of chickens a day. Even the gynecologist Blanca Fernández, in statements collected by Communicateinsists that we must not forget other pillars: taking care of the pelvic floor (to avoid incontinence) and considering Hormone Replacement Therapy if symptoms reduce quality of life, since today it is a safe and effective option. This massive interest in bone density is not just an Instagram fad; It is the awakening of a generation of women who refuse to be “invisible” or “fragile.” However, there is a fine line between taking care of yourself and succumbing to a new form of aesthetic pressure disguised as health. How the experts conclude in With Healthperimenopause is a natural physiological process, but “natural is not synonymous with painful.” The ultimate goal of lifting weights or eating broccoli should not be to achieve an ideal of fitness unattainable, as pointed out The Conversation, maintain independence and dignity. Being able to climb stairs, carry shopping bags and get up from a chair without help when … Read more

Mistral is the AI ​​that is playing its cards best. Because it is taking advantage of the fever for European technological sovereignty

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To the cheetah being silent, Mistral grows like foam. The French artificial intelligence startup claims that its revenue has multiplied by 20 over the past year, and they have achieved it with a particularly striking and effective strategy: defending and promoting European technological sovereignty. what has happened. Arthur Mensch, co-founder and CEO of Mistral, explains in Financial Times that its latest annualized revenue rate — which estimates annual revenue based on last month’s revenue — was above $400 million. A year ago that rate was only 20 million a year. Or what is the same: he has multiplied it by 20. This works. The startup based in Paris hasn’t stopped to grow since its beginnings and last year already was valued at 12,000 million euros. That figure may soon become obsolete, because the company is on track to surpass $1 billion in annual recurring revenue by the end of the year if it continues this growth. Between their alliances more striking is the one who signed with ASML in September 2025: that was when the Dutch company invested 1.3 billion euros in it. It is not making too much noise, but it continues to grow with a key component. Companies in power. Mistral is rapidly expanding the number of large enterprise clients it works with. Right now it has more than 100, and although it is not especially popular among end users – who tend to choose models from Big Tech companies in the US – the option for these European companies is increasingly clear. If they want not to depend on infrastructure and control outside Europe, they now have Mistral as a great alternative. New data centers. The firm announced this Wednesday that it will invest 1.2 billion euros in a new data center in Sweden. It is the first center of its kind that the company will build outside of France, and Mensch explained that “We are diversifying and distributing our capacity throughout Europe.” That data center will be created in collaboration with EcoDataCenter, and is expected to be operational in 2027. The choice of Sweden was easy according to Mensch, who noted that it was very attractive because the energy there was “low in carbon emissions and relatively cheap.” Partners and clients deep inside but also outside the EU. Although Mistral is postulated as the great reference in terms of this “European AI”, it also has Microsoft and NVIDIA as investors. In fact its ambition is global, but the fact of being the only major European developer of foundational LLMs It has put it in the spotlight of all European companies that seek independence from partners from the US or China. ASML, Total Energies, HSBC and governments such as France, Germany and Greece already use Mistral’s services, and 60% of their revenue comes from Europe. A perfect speech for these times. The CEO of Mistral is clear about the strategy and has arrived at the right time to apply that strategy that defends European sovereignty: “Europe has realized that its dependence on American digital services was excessive and is now at a critical point. We give them (European companies) an advantage because we provide them with models, software and computing capacity completely independent of American players.” Data centers must be from European companies. Mensch also talked about all those data centers than Big Tech will create in Europe and, of course, in Spain: “It is important that we realize that it is not so useful (for States) to deploy computing resources if you only create data centers for US hyperscalers“. Or what is the same: having AI data centers from companies like Microsoft, Google or Amazon in Europe serves the interests of these companies much more than European interests. In Xataka | Europe has begun to become technologically and militarily independent from the United States. First stop: replace Starlink

There is an outbreak of swine fever in Barcelona and the most worrying thing is that no one is able to explain where it came from.

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In November 2025 in Catalonia all the alarms went off due to an outbreak of African swine fever that forced the slaughter of a large number of animals and the application of very restrictive measures. At that moment everyone was wondering where this pathogen could have emerged from, and all eyes were on the IRTA-CReSAa high security center that worked with these pathogens. A failed hypothesis. On the table it seemed perfect, since everything matched. But the reality is that the latest report of the committee of experts, endorsed by the Ministry of Agriculturehas completely dismissed this theory. In this way, we already know that It was not a leak from this laboratory that works with this type of pathogens, but then… Where did a virus come from that has already infected more than a hundred wild boars and that has the scientific community crying out for more data? DNA doesn’t lie. The suspicion about this laboratory was completely legitimate, since in November a technical incident occurred in a laboratory digester which coincided with the appearance of dead wild boars in the area. a team fundamentalsince it converts the bodies of infected animals into sterile waste without the presence of their infection, but its failure could have triggered this. But genomics has come into play to dismantle itsince, according to the preliminary reportthe analyzes carried out by the Central Veterinary Laboratory of Algete and experts from IRB Barcelona are categorical. Specifically, 81 samples have been analyzed and compared with the viral strains that were manipulated within CReSA and the result is that there is no genetic match. The virus was already there. This is where the plot thickens. If the virus did not leave the laboratory during the November incident… when did it arrive? The experts and the ministerial report suggest we have been looking at the wrong timetable. All this because, according to analysis of the corpses and the dispersion of the 23 initial outbreaks, which have already escalated to more than 100 positive wild boars According to the latest updates, they indicate that the virus had been circulating “under the radar” for much longer. It is estimated that infections could have started up to four months before the official outbreak was detected. This almost definitively eliminates the connection with the failure of the CReSA digester in November, since the virus was already completely free in the mountains of Barcelona when that occurred. There is a hypothesis. If we rule out the involvement of the laboratory and also the natural arrival by wildlife, we are only left with the most mundane and worrying option: humans. And the current consensus points to the introduction of this virus through contaminated meat products into our environment. A simple piece of infected foodas a sausage sandwich made with meat from an infected pig in another country dumped in a peri-urban area accessible to wild boar is enough to start an epidemic. Something that is on the table right now, with the theory of “passive poisoning” with the human vector that brings the virus in the suitcase and the local fauna does the rest by scavenging through the trash. What science demands. Although the “accidental” origin is reassuring in terms of biological safety, the management of information has opened another front. International experts such as Edward Holmes, famous for his work on the origin of COVID-19, They have raised their voices about the lack of transparency in the information. Although the ministry and the expert committee claim that there is no match between the virus DNA found in those infected and in the laboratory, the global scientific community is calling for the complete sequenced genomes to be published for independent analysis. In the era of Open Sciencesaying “trust us” is no longer enough, as researchers want to see the raw data to understand the unique mutations of this “Barcelona virus” and trace its true family tree. And now what? The outbreak is currently active with more than 100 wild boars affected and the Civil Guard investigating the origin. It is true that the priority has gone from looking for culprits in white coats to contain an expansion that threatens the Spanish pork industry by quarantining those possibly exposed to prevent it from continuing to spread. What we know today is that technology has saved a laboratory’s reputation, but it has left us with a more disturbing reality: biosecurity depends not only on high-tech facilities, but on what we throw in the trash on a field day. Images | Kemal Berkay Dogan In Xataka | The Argentine sea hid one of the most disturbing animals in the world: an 11-meter-long “ghost jellyfish”

After “skincare”, the new cosmetic fever focuses on one of the most hidden corners of the body: the scalp

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For years the message was simple: maintain good hydration and, please, do not go to sleep without removing your makeup. Then we immersed ourselves and fell in love with a new trend: the skincare and his feared ten steps exported from South Korea. Now, in 2026, when it seems that we already have the keys to a good routine integrated, and our pulse does not tremble when deciding whether the serum goes before or after the moisturizing cream, a new task arises. In the midst of a fever to optimize health, the focus moves a few centimeters higher: the scalp. The ten-step routine falls short It is increasingly common to find yourself in cities or, failing that, on TikTok, with centers of hair spa Japanese inspired. Cranial massage, activation of energy points, water jets and hair diagnosisall seasoned with an environment that offers an experience of absolute relaxation. With a proposal this striking, it is not surprising that these treatments have become the new object of desire. beauty. But, as happens with almost everything that promises well-being and succeeds on social networks, an inevitable question arises: are we facing a new gesture to care for our well-being based on science or a new fashion without much sense? This “instagrammable” fusion of hair care with moments of relaxation was born in Asia but the franchise Japanese Head Spathanks to viral videos, has awakened the desire of thousands of users and has managed to adapt the treatment to the European public; especially when emphasizing the relaxation and well-being part. (Unsplash) Aída García, the promoter of the business, discovered the technique at a fair in Miami, but also through TikTok videos, mostly from accounts in Saudi Arabia, where many users wondered when something like this would arrive in Spain. It was then that it detected this gap in the market and decided to take the step, currently having more than 25 centers spread throughout the national territory. “It seems easy, but behind it there are years of experience, an incredible team and a very strong focus on marketing; for example, TikTok has been key because every time we upload a video, our agenda fills up” Aida Garcia, promoter of Japanese Head Spa It is clear that the virality and striking nature of the treatment is what attracts so many users, helping the proliferation of these establishments. Not in vain, these types of centers top the list of trends in spas and wellness, with a 233% increase in searches in 2025 compared to the previous year according to the report SpaSeekers. But there is undoubtedly another compelling reason for this growth. And it is that in a day to day where they prevail the rush and frenetic paceany help to lower the revs is welcome: “They come here from girls who give it to their mothers because they have seen it on TikTok, women aged 30-40 who come accompanied by their partners or grandmothers with their granddaughters. Nowadays, when we have cortisol through the roof and we are going a mile an hour, everyone needs to stop, that is why a hair spa treatment is super giftable,” explains García. This trend around the globe has meant that the endless skincare routines with ingredients such as hyaluronic acid or niacinamide are also transferred to scalp care. As an example, the term “scalp serum” recorded, for much of 2025, a monthly average of more than 910,000 results on social networks such as Instagram or TikTok; assuming an increase of 77% compared to the previous year. Furthermore, if we focus on the global market, sales of products and treatments dedicated to the scalp grew by 4.2% in 2024 and the trend continued to increase in 2025, the year in which articles intended for this area of ​​the body reached 9.6 billion of dollars. (Unsplash) South Korea is not far behind in this trend, honoring its deep cult of beauty. What’s more, the debate about hair loss has transcended the merely aesthetic and has become a public policy issue thanks to the South Korean president and his proposal to cover baldness treatments by the national health insurance. According to Lee, for many young people the problem has stopped being aesthetic and has become “a survival question“On the other hand, when it comes to the viral, there are many spa centers in the country in which famous and influencers enjoy those 15 or 18 steps which includes the Head Spa treatment promising to cleanse, revitalize and balance the scalp. Indeed, the entire experience of this ritual, if we focus on its relaxation aspect, is something positive and can benefit us. However, it is when it comes to hair diagnosis and the avalanche of products with active ingredients where we have to put the brakes on and be more cautious. There are no shortcuts to healthy hair The truth is that although these spas claim that in general they are treatments suitable for all types of hair and scalp, they always urge people with specific conditions such as psoriasis to consult with a dermatologist first. And that’s what we have done, although to satisfy all our doubts: “People have a profound lack of knowledge about health in general, and about the aesthetics and health of the skin and hair in particular, it is something that I see a lot in consultation, that false sense of information. Sometimes they make cherry-picking and they do not know how to relate the concepts, which in the end is the most important thing,” says Dr. Silvia Berjón, a specialist in trichology. The Glowmour Clinic doctor agrees with the sensory and well-being benefits that these treatments provide. Emphasizing “the value of human contact and the release of oxytocin that can cause this relaxation process.” Furthermore, from its focus on longevity medicine emphasizes that not only healthy habits influence a longer and fuller life but, as supported by science, “also activities that nourish emotionally and help reduce stress”, such as these types of rituals. Even … Read more

There is such a fever for melatonin in children that in the US we already have cases of “overdose”

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Over the last decade, melatonin has gone from being a specific resource for him jet lag to become a permanent tenant of millions of families and is present in many places to buy it. And it’s cheap, can be bought without a prescription and has an aura of “natural”. However, science is pointing to a problem it is creating: the use of these hormones in children has skyrocketed. Its main use. At a time when stress is accompanying us on a daily basis, insomnia is undoubtedly a serious problem for anyone, and solution that seems easier is melatonin. Under the pretext that it is something natural and without a prescription (in its lowest concentrations), it can be abused indiscriminately. The problem arises when children who cannot sleep well are also given a melatonin gummy so that they can sleep. Something that has already triggered cases of overdose and chronic treatments without medical supervision. The blind experiment. The study, led by the University of Kansas, has put figures to a trend that pediatricians have been observing in consultation for some time. By analyzing 19 studies (which include children up to 6 years old), researchers have drawn a worrying picture: between 2009 and 2021, accidental ingestions and overdoses of melatonin in minors in the US grew by 500%. And it is something that seems quite normal, since at the beginning the use of melatonin is applied to help sleep on a difficult night, but in the end it is becoming chronic by showing that between 40 and 50% of children who start the treatment continue taking it two or three years later. The problem is that today There is no solid data on the long-term safety or effectiveness of melatonin. in typically developing children. The legal vacuum. One of the big problems in Spain and the European Union is the product label. Currently, melatonin can be found as a dietary supplement in supermarkets, health food stores and countless other places. But it is also available as a medicine with pharmaceutical quality controls and intended primarily to treat chronodisruption severe. This is why some experts, such as Carlos Javier Egea Santaolalla, president of the Spanish Federation of Sleep Medicine Societies (FESMES), warn that this is a major public health problem. The proposed solution? That melatonin is always considered as a medication that must be prescribed to guarantee control of the duration and dose administered. Recommendations under supervision. It is the right thing to do when we talk about using melatonin in the little ones in the house, since it has been seen how it can be useful in children with ADHD to advance sleep. But the problem is that there are no studies that tell us about the consequences of using it for more than two years in a row. This is something that is also conveyed by the Spanish Sleep Society (SES), which recognizes that melatonin is a valuable tool in children with Attention Deficit Hyperactivity Disorder (ADHD) or Autism Spectrum Disorder (ASD). A quality problem. When purchasing melatonin as a supplement, the consumer is faced with a “lottery” of formulations. Previous studies have shown that the actual amount of hormone in an over-the-counter gummy or pill can vary drastically from what the label says (sometimes up to 400% more). For Spanish experts, medicalizing its use would not only limit unnecessary consumption, but would guarantee that what the child ingests is exactly what the doctor has prescribed. In this way, the scientific community has pointed out that melatonin is a powerful drug that disrupts the endocrine system, not a magic solution so that parents can rest. Images | Annie Spratt Myriam Zilles In Xataka | I got my hands on some “sleep headphones” in the hopes of finally falling asleep. It came out regular

AI fever

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Something is changing in the bitcoin business, and it doesn’t just have to do with the price of the cryptocurrency. As mining becomes more demanding and less profitable, artificial intelligence is triggering a race for electricity and computing power. The result is a striking paradox: companies that see their historical activity losing traction possess exactly what is now scarce. Infrastructure, land and electrical contracts that, suddenly, have become worth much more than expected. This combination of factors is beginning to reorder the map of crypto mining. The sector is transforming. Beyond the currencies, the true value of many miners lies in access to electricity and the infrastructure already deployed. For years, these companies ensured stable supply, built industrial warehouses with refrigeration and signed energy contracts that are difficult to obtain today. The Wall Street Journal points out that this set of assets fits precisely with the current needs of the technology sector, which seeks immediate capacity to deploy large-scale computing. Now, going from traditional mining to supporting advanced loads is not a simple change of machines. Bitcoin-oriented centers are designed for a very specific type of work, while intensive computing demands more sophisticated infrastructure and much lower tolerances for failures or latencies. This requires updating internal electrical systems, cooling and networks, in addition to completely replacing the equipment. The process can be profitable, but it is not trivial, and it marks a clear border between companies capable of assuming that effort and those that are not. The infrastructure hosting model. Instead of competing for the purchase of chips and assuming their rapid obsolescence, some miners have chosen to rent what they already control. In this model, they cede buildings, electrical power and cooling capacity to hyperscalers and large technology companies that install their own hardware. In exchange, they sign long-term contracts with more predictable income and counterparties with great financial capacity. The logic is clear: less exposure to the volatility of the crypto market and a more stable use of assets that were already on balance, even if some traditional mining continues to operate. One of the most illustrative cases is that of Core Scientific, whose data centers began to adapt for artificial intelligence loads long before July 2025. its acquisition by CoreWeave will be announced. The company has been modifying facilities designed for bitcoin mining with the aim of hosting AI-oriented GPUs, replacing environments based on ASIC for more advanced infrastructure. This previous work explains why these assets have gained strategic value, regardless of the final outcome of the corporate operation. Flexibility as an advantage over the network. CleanSpark proposes a different path, based on combining bitcoin mining and infrastructure aimed at other uses. Its central argument is not only economic, but also operational: mining companies can provide flexibility to the electrical grid. By being able to disconnect part of their consumption in times of overload or instability, they offer an adjustment capacity that data centers dedicated to AI do not have. According to its management, this capacity has become increasingly in demand by electricity companies, which are looking for large consumers capable of adapting in real time without compromising the stability of the system. The market has reacted quickly to this change in narrative. The shares of several companies linked to mining have registered strong increases even in a context in which bitcoin has shown a decline. The most visible case is that of CoinShares Bitcoin Mining ETFwhich has accumulated a revaluation of close to 90% in the year, driven by companies that have announced long-term agreements linked to infrastructure and data centers. For investors, the appeal is not so much in the cryptocurrency as in the possibility of transforming a volatile business into one with more predictable income. A turn that is not without risks. Strong appetite for AI infrastructure has reignited the debate about a possible bubblefueled by demanding valuations and highly capital-intensive investment plans. For mining companies, the leap requires significant disbursements and impeccable execution, with the risk of being left halfway if demand cools. Additionally, shifting focus toward AI-oriented data centers could reduce mining capacity in the United States, pushing some bitcoin production to other countries and altering the geographic balance of the sector. Everything seems to indicate that we are not facing a simple technical change, but rather a more profound reconfiguration. Some miners are no longer thinking of themselves as actors linked exclusively to bitcoin to become owners and operators of infrastructure, while others use AI as a hedge against an increasingly demanding business. The AI ​​fever has not saved mining, but it has opened a new vein. In Xataka | Erling Løken Andersen | Amjith S | Igor Omilaev In Xataka | Something is going wrong with AI. The US is turning to energy solutions that it thought were buried to power data centers

the Deliplus fever and imitations of luxury cosmetics

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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

Álvaro Moreno and his Catholic clothing brand is just the tip of the iceberg: the fever for "chic christianity"

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During the inauguration of one of its stores in Zaragoza, the Álvaro Moreno brand repeated his usual ritual: A priest toured the facilities blessing the premises and the employees, while the motto “May it be for the glory of God” was read on a large screen. The gesture summarizes the philosophy of the Sevillian businessman who has made his Catholic faith part of his business model. Showing faith. “When I open a store I say let it be for the glory of God, because if it is not for his glory, why are we here?” he said in an interview with El Español. He was 21 years old when he opened his first store in Osuna; Today, his brand employs 700 people and has an annual profit of almost 11 million. In the midst of the pandemic, after attending mass one morning, he says he found something more than comfort: a new way of understanding the company. Your company seeks to integrate “social and solidarity projects” through initiatives such as Tiendas con Alma, which collaborates with NGOs such as Down España, ELA Andalucía, Tu Casa Azul or the Daughters of Charity of Pumarejo. “Doing a company with soul” is not marketing, he insists. But the truth is that his way of mixing religion and business fits perfectly with a broader cultural trend: the return of Catholicism as an aesthetic, story and, in some cases, as a brand strategy. In Xataka Rosalía has entered her Catholic phase: she is only the latest in a long list of Spanish artists and filmmakers A new spiritual language? Álvaro Moreno’s public devotion does not come from nowhere. It is part of a broader movement, where religion once again appears among pop songs, fashion shows or company slogans. Catholicism, previously relegated to silence or modesty, now becomes a visible sign, even a form of style. The singer Rosalía has been the most visible face of that trend. Their new album, Lux, is crossed by religious symbols and songs. On the cover she appears dressed in a white habit and in the presentation video you can hear Gregorian choirs and verses about God in fourteen languages. This gesture is located within a broader artistic movementwhere religiosity is no longer taboo for the new generations. Spirituality has become, in other words, a new cultural language. From Rosalía’s habit to Catholic festivals like Hakuna, which brought together 85,000 young people At a massive concert in April, faith is leaving the sacristies and entering the timelines. From TikTok to the pulpit. The phenomenon is not limited to Spain. In the United States, a report from the Wall Street Journal describes how Christian music contemporary “is on fire again for God. Artists like Forrest Frank, former member of the pop duo Surfaces, have brought their faith to TikTok with songs like God’s Got My Back, accumulating more than 15 million streams on Spotify and millions of views on social networks. According to the same medium, Christian artists accumulated more than 1.2 billion views in the US this year. And not just artists: even convents have learned to move in the digital age. Nuns like Sister Marta, Sister Verónica or the Argentine Josefina Cattaneo They accumulate hundreds of thousands of followers showing their daily life in the convents: from how a habit is prepared to how a birthday is celebrated in community. The formula works because it humanizes the religious vocation and makes it accessible to young people who perhaps would never approach a church. What was previously communicated from the pulpit is now shared from the algorithm. From modesty to believing pride. In Spain, the data confirm a generational change. According to the CIS36.4% of young people between 18 and 24 years old declare themselves Catholic, compared to 28% in 2021. 10.5% are practicing. It is the only age group in which religiosity grows. “There is a rise in identity-based Catholicism and a visibility of religious identity among part of the youth,” explains anthropologist Mónica Cornejo in El Correo. “They wear crosses and claim their faith without shame. They say: ‘I’m a Christian, so what?’” For Cornejo, it is a Catholicism that is “more cultural, less dogmatic. They are not as interested in read religion as in lived religion.” In a country where religion seemed a thing of the past, faith is once again a flag—aesthetic, emotional or political. And he does it, curiously, from Instagram, from the reels or from a walkway. {“videoId”:”x8ldfb3″,”autoplay”:false,”title”:”HOW ELON MUSK MAKES MONEY if MANY of his companies ARE NOT PROFITABLE”, “tag”:”Webedia-prod”, “duration”:”797″} Towards chic Catholicism. But there is a question underlying all of this: is it devotion, strategy or both? As Noemí López Trujillo warns in Newtralthe religious aesthetic that Rosalía has embraced “does not seem to renounce or contradict itself, but rather deliberately embrace the idea that what is conservative is subversive.” In the case of Álvaro Moreno, the phrase “Let it be for the glory of God” resonates with authenticity, yes, but also with a precision of branding: store, ritual, history of improvement, visible values. And in a market where consumers seek purpose as much as they seek product, that narrative works. The question is whether something essential is not diluted along the way. Deep spirituality becomes consumer aesthetics, and faith—like almost everything—into a market value. Because believing in something offers comfort; But commodifying belief offers a story that sells. And at that border—between conviction and strategy—we may have to look beyond the blessed display cases. Image | TikTok Xataka |Shein has opened its first store in Europe in Paris. Paris has reacted as always: staging a revolt (function() { window._JS_MODULES = window._JS_MODULES || {}; var headElement = document.getElementsByTagName(‘head’)(0); if (_JS_MODULES.instagram) { var instagramScript = document.createElement(‘script’); instagramScript.src=”https://platform.instagram.com/en_US/embeds.js”; instagramScript.async = true; instagramScript.defer = true; headElement.appendChild(instagramScript); – The news Álvaro Moreno and his Catholic clothing brand is just the tip of the iceberg: the fever for “chic Christianity” was originally published in Xataka by Alba Otero .

In case we didn’t have enough of the wedding fever, medieval weddings are coming

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In Yorkshire it smells like wax and fresh bread. Olivia Healy walks slowly down the aisle of a stone church; The golden crown she wears shines in the flickering light of the candles. There are no spotlights or screens, just an iron arch, a few caped guests, and a reverend who smiles before saying, “Welcome to the 12th century.” It is not the filming of a movie, but a wedding inspired by the medieval ceremonies that were celebrated in England eight hundred years ago. There are minstrelsy, a feast of mead and rye bread, and a vow of union that does not mention God, but “the light that unites the paths of the ancients.” According to The New York Timesscenes like this are repeated in half the world: searches for “medieval wedding” on Pinterest have skyrocketed by more than 400%, and castles have become the new fantasy setting for a generation that flees from conventional weddings. A ritual with purpose. What started as an eccentric niche has become a cultural trend. “Couples are looking for a more symbolic type of ceremony, less commercial and more connected to ancient rites,” explains art historian Nancy Thebaut. It is not just an aesthetic—capes, veils, chalices, robes—but a way of understanding love and commitment as something timeless. Some of the most talked about weddings of the year followed that thread. Artist Harley Weir, known for her ethereal portraits, married in a welsh monastery dressed in a tunic inspired by the novices of the 15th century. As well as actress Rainey Qualley opted for a lace corset and hand-embroidered cape in Italian silk, “like a Pre-Raphaelite queen lost in a digital dream.” In all cases, the pattern is the same: ritual, nature, spirituality. Instead of speeches or photocallsthere are processions with incense, sacred music, mystical readings and vows inspired by Celtic or early Christian ceremonies. The phenomenon goes beyond the disguise. This return to the past, according to the New York Timesaddresses an interpretation of “nostalgia for purposeful rituals”: a way of recovering the symbolic in times where the religious has been diluted. For the fashion magazine Vogue, which has documented Gothic and medieval weddings in Irish castles or Welsh monasteries, what is sought is not historical accuracy, but an emotional aesthetic. The medium calls it “epic romanticism”: a cross between the sacred, the theatrical and the intimate. The art historian Harriet Sonne de Torrens remember that in medieval manuscripts The gesture of joining hands represented mutual surrender and divine blessing. Eight centuries later, that same image is redefined: the symbol remains, although its meaning is secular. From historical rigor to pop romanticism. Not to nitpick, but most of these celebrations are not historically accurate—nor do I think they intend to be. “People confuse medieval with Renaissance, Gothic or even Victorian,” explains The New York Times. But that mix is ​​part of its appeal: today’s medieval weddings They are less a recreation of the past than a pop rereading of history. The success of series like game of Thrones either The Witcher, and even the literary rise of authors such as Sarah J. Maas or the anthological The Lord of the Ringshave consolidated a global aesthetic of the medieval-fantastic, which has filtered into fashion, music and, now, marriage. This medieval fever is not alone. In parallel, thematic weddings are growing: ceremonies that recreate entire worlds—from the 1920s to the Tolkien universe—as a form of aesthetic affirmation. According to Bodas.netmore than 30% of young couples in Spain opt for personalized and symbolic rituals, with their own scripts and narrative scenarios. In times of liquid loves, the ritual matters again. In the digital age, couples look for meaning in ancient symbols. Looking to the past has become a way of recovering intention and intimacy—what the New York media has defined as “a nostalgia for purposeful rituals.” And there opens up an interesting connection.. Because this fascination with the sacred is not limited to the symbolic altars of weddings. Religion—or at least its imagery—has once again become a transversal aesthetic language: from fashion to pop. Rosalía is the most notable example. As my colleague explains in Xataka“the artist has swerved towards Catholic iconography. It is not a whim or a marketing maneuver, but rather swimming in a very favorable current at the moment: the modern and youthful vindication of the faith.” This current is not a return to dogma, but a search for transcendence. Both Rosalía and medieval weddings, the sacred becomes aesthetic; the ritual, in performance. Candles, veils or liturgical choirs are gestures of a visual spirituality, more emotional than doctrinal. “Brides are attracted to historical references because they evoke permanence; it is a way of promising eternity in liquid times,” says designer Paula Nadal. My dear Spain. And, as almost always, here we take it to the next level. In Navia (Asturias), a couple got married this summer during the Medieval Days of the municipality, escorted by Knights Templar and bagpipers. In Burgos, several estates and castles—such as Sotopalacios or Belmonte— They already offer “historical ceremonies” with a mead menu, troubadours and photographers who work only with natural light to imitate the painterly texture of the Quattrocento. In networks, the Spanish “medieval core” mixes layers, baroque virgins and processions with a fervor that, according to Telva“can only be understood in a country that turned Holy Week into performative art.” In a way, medieval weddings are the secular reflection of that same religious theatricality that Spain carries in its blood: a liturgy without faith, but with emotion. A ritual in uncertain times? The trend points to the same thing: couples do not flee from the present, but rather look for a symbolic language. What we know is that in 12th century manuscripts, marriage was a sacrament; in the networks of 2025, it is an aesthetic. But the gesture remains the same. Between the digital noise and the contemporary rush, returning to the 12th century is just a way—I hope—to promise the same thing as always: that … Read more

Ten years ago, this man introduced radical changes in ‘Dungeons & Dragons’. Thanks to them, it is now a millionaire fever

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‘Dungoons & Dragons’ is the Role game par excellenceand his reign has not turned off the least since 1974, when his most primitive version, still very little affordable because of his rules system, He saw the light. He still had decades ahead and much to evolve to become the accessible entertainment that moves millions of devotees from fantasy of all the world that is today. In the Comic-with Malaga We have had the opportunity to listen to Jeremy Crawford, one of the architects of the fifth edition of the game. It is considered the most modern and affordable: its way of simplifying the classic rules without losing all the richness and complexity that had made ‘D&D This was told by Crawford, a recognized game enthusiast who is also a precise analyst of everything that is attractive to the franchise. The fifth edition broke sales records from its departure, with 3 million copies sold (“It is the first edition of D&D whose sales have not stopped increasing”), But what factors contributed to this unprecedented success? A good part of this is attributed to the explosion of online retransmissions of items, As we count at the time: “Thanks to the fundamental role of Dimension 20 And many other live games programs, now just enter YouTube, Twitch or other services to see how the game is. You can see how fun it is. You can see that it is not as intimidating as it might seem by the extensive regulation “ An important part of this growth is also due to the “analog” part of that diffusion: players shared their enthusiasm for the game with friends and family, inviting them to try it. This made, despite having half a century old, the game was new to many people: “Much of what happened is that you started telling your friends. You started inviting your family,” says Crawford. This emotional connection contributed to the sustained increase in sales, a phenomenon that unusual in previous editions, which normally experienced a decrease after launch. Recommended readings However, all this does not start from the void. There are some previous and foundational elements that had to study before getting to work. Crawford told us that his team “not only studied the previous editions, but that we immerse ourselves in the books that inspired the original games (Elric’s novels, ‘The Lord of the Rings0, HP Lovecraft and Conan stories …) to understand firsthand on what the original D&D creators were based.” Much of that material was “included in the list of readings that Gary Gygax provided in the first edition of the Dungeon Master guide” To this is added that Crawford feels “a deep love for ancient mythology and world history.” This personal interest, together with their trips through Europe and the reading of ancient books about occultism and history, constitutes “a large part of my inspiration when working in any fantastic world.” The objective is to understand “how people thought in the past and then transfer that to the worlds we create, the adventures we design, and incorporate part of that inspiration.” This approach guarantees a large range of options for players, by “resorting to as many sources of inspiration as possible.” Finally, Crawford detailed some steps that had followed to determine which elements of ‘d & d’ conserve and which to let them evolve during the design of the fifth edition: one of the things is “play a lot. There is nothing to play your own game as a designer. And in the case of ‘D & D’, also being the Dungeon Master. “And there is the key to the contagious enthusiasm that Crawford communicated to the audience. Crawford told the public that “any of you who is a game director in ‘D&D’ or other role -playing game, is a game designer. Because being a game designer means creating experiences for other people to enjoy, which is exactly what a master’s degree does.” And he concluded: “Every time someone asks me: ‘What should I do to be a game designer?’ I often say that you have to be a game director, because it is experienced in real time how people respond to what one has created. And also how people usually do what they want in response to what one has created” And that was a bit the summary of what Crawford injected to the fifth edition: all the attendees were designers of the game because to start, the designers of the game were also players. That was the key to an impulse for ‘Dungoons & Dragons’ in its fifth edition and today survives. Header | Gian-Luca Riner in Unspash In Xataka | To play Dungoons & Dragons you just needed ball, paper and dice. Now a course of 2,000 dollars wants to teach you better

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