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8 April 2022

AFTER-HOURS: THEME OF THE WEEK

In tune with the resurgence of our social lives, comes many after-hours trends. This week, we’re breaking down… 

WHAT IS 🌙 NIGHT LUXE ✨ AESTHETIC? AND WHY DO YOU NEED TO KNOW ABOUT IT?

Instagram & TikTok feeds are foregoing matcha lattes & avocado toast in favor of martinis & oysters. Circa-1920s hedonism is in, and your sky-high stilettos & shimmering rhinestones are welcome.

Here’s what we know about #nightluxe & #nightluxeaesthetic:

🍸 Social media’s “night luxe” ladies are shunning unrealistic workout, diet, and skincare routines of the world’s “that girls” … martinis in hand. 😉

🖤 The aesthetic is dark & moody with smoke & alcohol—a stark contrast to the bright pastels, sun salutations & cleanses of the pre- and peak-pandemic.

🥂 On camera / in video: glam bars, cocktails (espresso variety included), chandeliers, indulgent food, blurred backgrounds & champagne glasses a many: CULT GAIA & Prada Group crystal mini bags: center stage.

🌃 This trend is a direct backlash to the “that girl aesthetic,” which increased 65% in Google searches since last year, according to SPATE. While “that girls” of the world still reign the online scene, as people are re-socializing outside their homes, a wellness rebellion is arising.

🎉 Google searches for skincare have declined 14.9% since last year, but nightlife-targeted skincare, such as 4AM & Bad Habit, is booming.

👠 #nightluxe has over 16M views on TikTok & #darkluxuryaesthetic—a less common name—a solid 5.6M & counting, according to Glossy.

✨ This “vibe shift” went viral following The Cut’s February article highlighting the resurgence of “indie sleaze,” and while “night luxe” is not this, the new “it” girl appears to be a polished party girl.

What do you think of the rise of the party girl? Share in the comments …. 

We also ask: 

IS “THAT GIRL” LIFESTYLE PASSÉ? AS THE NEW “IT GIRL” HAS NIGHTLIFE-APPROVED SKINCARE. 🔥

In tune with our #nightluxe #afterhours theme, let’s take a look at edgy brands that are inspired by the new “nightlife” trend. 🌃

Forget about “miracle mornings” with detox juices & sunrise meditations. The modern lifestyle is fast-paced with busy days & long, late nights. But with these shorter nights, we often tend to leave our skincare routine behind! 👀

That was before 4AM, which rewrote the after-hours skincare routine. The secret weapon of this minimalist brand: all-in-one products, such as a serum duo & magic formula, that don’t cut corners, so you can enjoy a night out without compromising good skin. 🙌

This is the promise of the two co-founders, Jade Beguelin and Sabrina Sadeghian: create a streamlined routine that matches nightlife-oriented lifestyles.

4AM serums are also designed to tackle the main factors of skin degradation, namely blue light waves, emitted by devices we use constantly. 📱

In terms of growth, 4AM grossed over $10,000 in its 1st month. Since its launch, revenues have increased 90% month after month. Last August, the brand signed a partnership with 818 Tequila … partly owned by the supermodel Kendall Jenner.

The brand Bad Habit Cosmetics, created by influencer Emma Chamberlain, has a similar approach. The aim is not to correct our “bad habits,” but to continue living the same lifestyle, while taking care of ourselves.

➡️ What do you think about after-hours approved skincare? 💫


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