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A generation at a crossroads

A generation at a crossroads

The Hindu3 days ago

I belong to a generation born in the early sixties, a time of great social and cultural change. Those of us born in the fifties and sixties find ourselves at a crossroads, perplexed by the rapid pace of transformation in the world around us. We are a unique breed, having spent our formative as well as youthful years in the twentieth century and now navigating the sunset years in the threshold of the twenty-first century.
During this transitional period, we witnessed profound changes that have reshaped the world beyond recognition. The pace of change was dizzying, leaving our generation struggling to adapt. Life has become pretty hectic.
Growing up in an era that was both human-centric and eco-centric, we were raised under the guidance of our parents, grandparents, and siblings. Our elders wielded authority, and we were taught to obey and respect them. Our childhood was a vibrant tapestry of friendships, social interactions, and community bonds.
However, the turn of the century and the new millennium have upended our values and traditions. As our children left to pursue better lives in distant lands, we were left to face the challenges of aging alone. Our homes, once filled with laughter and warmth, now stand empty and deserted, an eerie silence reverberates.
The contrast between our modest upbringing and the opulent lifestyle of the younger generation is stark. We, who were accustomed to a minimalist lifestyle, watch with a mix of dismay and resignation as the millennials and Gen Z indulge in a life of unrestrained luxury. We refrain from offering advice, fearful of being met with indifference or even hostility.
Though our youthful years were spent in penury and hardship, we had a rich social life that endeared us to everyone in our village. During our student days, we had no electricity and learned our lessons under the faint glow of kerosene lamps. Few of us had more than two set of clothes, most of us travelled barefoot as footwear was then a luxury. Most of us began our schooling with a broken slate and stubs of pencils, which served as our prized writing tools. Despite these humble beginnings, we thoroughly enjoyed our school life. On rainy days, we waded through knee-deep waters together, sharing laughter, lessons, and quarrels. We learned the art of sharing while exchanging stubs of pencils and a few precious drops of ink with the friend sitting nearby.
Many a child from poor families came to school, enticed by the free noon meal. We were oblivious to our caste and class distinctions. In contrast, our children today have access to all modern amenities, yet they often feel lonely, rarely socialising with friends and relatives. From a tender age, they are taught to view their classmates as competitors and potential rivals, rather than friends.
Petty squabbles over trivial matters were common in families. However, elders would intervene, suggesting solutions that the warring parties obeyed unquestioningly. An air of unadulterated love and affection prevailed. We followed a eudaimonic lifestyle, vastly different from today's, which often prioritises immediate gratification of needs and desires. For many, life has become a self-imposed exile, isolating them from society and often leading to emotional distress. The unusually long and unearthly working times have taken a heavy toll on their emotional health and mental well-being. The unprecedented rise in suicide rates serves as a grim reminder of the growing disillusionment among educated youth.
In the past, despite deprivation, people enjoyed life, deriving pleasure from simple things. Modern life has been a cultural shock for the older generations, who lived contentedly with meagre resources. They had aspirations, but set boundaries, even for their dreams.
The pandemic, which struck unexpectedly, kept many senior citizens confined to home, thereby curtailing freedom of movement and livelihood. For many, the lack of adequate social security measures made this confinement more severe than the pandemic itself. The elderly faced untold hardships, struggling to survive in their twilight years. A generation that had toiled to build the nation we inhabit today was subjected to extreme cruelty. Meanwhile, the younger generation, beset by its own problems, lacks the time and patience to care for ailing and aging parents and grandparents.
In today's world, where material wealth abounds, we often find ourselves devoid of life's true pleasures and happiness. Ironically, our ancestors, who possessed fewer worldly goods, lived more fulfilling lives. As our lives become increasingly luxurious, happiness seems to elude us. This paradox is starkly illustrated by the alarming rise in suicide rates in recent years, highlighting the disconnect between wealth and happiness.
The arrival of electricity transformed the villager's life in ways never imagined. It paved the way for the evolution of a peaceful village into a vibrant and bustling city. The advent of modern amenities like cars, bikes, TVs, ACs and others has transformed our lives. The smartphone is arguably the most significant 21st-century invention, revolutionising and reshaping human existence. With a gentle touch on the mobile screen, it is possible to communicate with the world, conduct banking transactions, learn new skills, and conduct business from the comfort of home. Life has never been simpler. Yet, ironically, we find ourselves starving for love, recognition, respect, support, and happiness — the very things we once enjoyed freely.
The social concepts of family, marriage and motherhood have undergone significant changes in recent years. As joint families disintegrated, nuclear families emerged. Today, the traditional notion of family has further fragmented, leaving homes that once buzzed with shared lives now reduced to isolated individuals living separate existences. They remain insensitive to the feelings of others. The emotional impact of this shift is enormous.
In contrast, our forefathers and foremothers lived simpler lives, finding joy despite hardships. They maintained physical and mental health through physically demanding work and nurturing relationships. Their secret to happiness lay in hard work, sincere connections, and celebrating life surrounded by loved ones.
Until a few years ago, I couldn't have imagined, even in my wildest dreams, that things would take such a drastic turn in such an unimaginable way. In this game of generational chaos, the survivors are those who can adapt and turn the tide to their advantage. In the distant past, mutual help and support enabled our ancestors to navigate life's complexities effectively and admirably. Compromises and sacrifices made their relationships meaningful. They shared their pangs and pleasures, delights and disappointments, with equanimity. In those bygone decades, we had elders in our family who served as pillars of support, allowing us to unburden ourselves of life's stresses and struggles. Unfortunately, we no longer have such supportive figures in our lives, with whom we can share the severe trauma and suffering we experience.
It's not my intention to glorify bygone days or denigrate the present moment. Undoubtedly, we're on a wonderful journey in a world abundant with worldly comforts. What we miss, however, are the pleasures stemming from interpersonal relationships, mutual respect, and friendships that formed the foundation of a happy life. Slowly, I realise that this new century and the new millennium do not belong to me. We, the 20th century denizens, are indeed destined to live the remainder our lives in borrowed time alongside Gen Z and millennials who are in a rat-race to eke out a living for themselves and their loved ones, if they have them.
tnvgopal@gmail.com

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The Best Gifts for an Amazing Host, According to a Party Girl With Taste
The Best Gifts for an Amazing Host, According to a Party Girl With Taste

Eater

time2 hours ago

  • Eater

The Best Gifts for an Amazing Host, According to a Party Girl With Taste

Dear guest of someone else's home: I hope you didn't show up empty-handed. Bringing a host or hostess gift isn't just chic; it's good manners! Now, different situations (and different hosts or hostesses) call for different gifts, from earnest to cheeky, casual to Very Special. A three-day weekend at someone's recently renovated Joshua Tree compound merits something a little more premeditated than a $20 bottle of wine; for an intimate evening of takeout, couch rotting, and watching The Rehearsal finale, perhaps a box of cute matches will do the trick. Here's the thing: Everyone wants to go to a party — well, maybe not those Gen Z professional bed-rotters on TikToks who just want to remain horizontal and scroll, but most of us — yet being a host can be burdensome. I speak from experience as someone who throws at least two relatively decadent gatherings a year; it's expensive and exhausting, although I'd argue that it's (almost) always worth it, even if a recycled glass Champagne flute or a stolen pint glass from The Commodore inevitably gets shattered on the floor every time… simply a sacrifice to the party gods. If you've been invited to a party, detach your eyeballs from the infinite scroll and go make some memories! Don't just huff and puff about being late, missing all the mini lobster rolls, or having to stay longer than you'd like to avoid an exorbitant Uber fee; devote a little thought to how your lovely friend or family member put in an undoubtedly Herculean amount of effort (and likely quite a bit of money) to ensure that you, fabulous guest, have a damn good time or else . They built a dirty martini fountain; they made cucumber tea sandwiches; they wiped countertops and bought extra seltzer, all in the name of your amusement and pleasure. Maybe this person isn't just hosting you in their home for a few hours, but as an overnight guest for a night or three (or longer — maybe you're staying with someone for two months while your divorce proceedings get sorted, for instance). In these contexts, when you might unwind on their premises, disrupt their daily routine, and stroll their grounds (even if their 'grounds' are just 400 square feet in Greenpoint), please take a minute to recognize: wow, what a lovely experience this friend has offered you ! You not only evaded the gazillion dollars spent on a hotel or Airbnb, but you probably drank all of their fourth-wave coffee and used all their two-ply toilet paper. You're enjoying their hospitality, and you should show some appreciation. What makes a great host or hostess gift? Something that feels a little luxe, but not enough to embarrass the recipient; think a lovely little indulgence that you feel like you'd need an excuse to buy for yourself. Price doesn't always dictate value — such an object can be acquired for less than 10 bucks. It's the thought that counts, and you want to be clever. Read on for the best host and hostess gifts. A hinoki-scented candle It's no secret that candles make great gifts. They smell good, they establish an elevated ambiance, and they let you build a very tiny little fire in your home. Fun! But as with any heavily fragranced product, tastes diverge and preferences differ as to what smells 'great.' One relatively safe bet: the scent of hinoki, a Japanese cypress tree with a sophisticated, woody, calming aroma. While many hinoki-scented candles are out there, I'm personally a fan of Boy Smells' Hinoki Fantôme. It's a very sexy gender-agnostic scent that's both mysterious and inviting, with notes of cardamom, pear, and oakmoss, like a quiet walk through a forest. Nice olives (for snacking or martinis) While there's a case to be made that cheap olives make the best dirty martinis, they do not make the best gifts. A $30 jar of Williams Sonoma olives may read quiet luxury, but in terms of flavor and snackability, I'm partial to Filthy's olives, these ones stuffed with creamy blue cheese. (FWIW, my friend bartends at an excellent cocktail bar in Hollywood and he says the brand's brine makes the perfect dirty martinis.) Prices taken at time of publishing. Luxardo cherries Speaking of small, round things that are intended to be the finishing touch on a cocktail but which you will want to eat straight out of the jar, one absolutely must mention Luxardo cherries. You've probably seen them on the shelves of high-end cocktail bars, but if you're unfamiliar, these are not just any old maraschino cherries, like the bright red ones that came in your childhood Shirley Temples; they're made with marasca cherries and possess a romantic, sophisticated, almost marzipan-like flavor and a superior texture, and come swimming in a syrup made only of cherry juice and sugar — no weird chemicals or artificial colors. Luxardo is an Italian-run family company that's been in business since 1821, and it takes its cherry products very seriously, specializing exclusively in maraschino liqueur and these fabulous cherries. Plus, the label is gorgeous. My uncle, who is an architect with excellent taste in restaurants and can quote every single film ever shown on Turner Classic Movies, turned me onto these when I was in my 20s, when I watched him frantically search for them at multiple gourmet food stores in Manhattan as he verbally emphasized that they are the only cocktail cherries that matter . Embroidered cocktail napkins In fact, while we're on the topic of bettering a home bartending experience, I'd like to revive appreciation for the embroidered cocktail napkin — a staple of Mad Men times that has been unfortunately subjugated in popularity by stupid millennial graphic coasters. May I never receive a chevron-patterned foam coaster again, and let's imagine the joy one would experience to instead be handed, along with their spritz, a soft linen napkin embroidered with an elegant crane or pelican. Prices taken at time of publishing. If you're into thrifting, the designs of cocktail napkins from the 50s and 60s suggest that maybe people really were partying harder back then. …Don't sleep on cocktail picks, either Cocktail picks are the perfect gift for toting to a party, since they easily fit in a pocket or purse and can immediately be enjoyed with a garnished drink or to pick up and bite into one of those blue-cheese-stuffed olives. I love all of Joanna Buchanan's cocktail picks (this $200 zodiac set is to die for, truly, though certainly not cheap), but to get out of dream world and back into reality, this $25 stainless steel set from West Elm is surprisingly sexy. Prices taken at time of publishing. A mug that reminds me of Princess Diana Practical and wholesome, a great mug will become a kitchen-cabinet staple. When I remodeled my kitchen a few years back, my contractor gave me a Williams Sonoma mug with my initials on it as a gift once the project was completed. I now use it all the time , and when I do, I think of him and his thoughtfulness while I drink my milky Scottish breakfast tea. Of course, the number of great mugs out there is infinite, making it hard to decide which one your host deserves. For no particular reason at all other than it's very cute and it's big — and I love a big, cute mug — I'm infatuated with this Nicholas Mosse sheep mug from store-full-of-adorable-things The Six Bells. It kind of reminds me of that sheep sweater that Princess Diana infamously wore, is hand-painted in Ireland, and its price is in that perfect sweet spot under $50. Prices taken at time of publishing. An ashtray that doubles as a snack receptacle Similar sentiment, slightly edgier feel: a cool ashtray remains highly useful for non-smokers, too, serving as a home for keys, matchbooks, or those really good sesame cashews from Trader Joe's. Prices taken at time of publishing. A chef-approved hand wash that leaves your hands smelling fresh We caught a tip recently that chefs are going wild for Naomi, a new brand of high-end hand wash that is specifically formulated to help eliminate cooking odors. (As garlic-lovers, this definitely appeals.) Our shopping team recently took the bergamot- and black-pepper-scented After-Cooking Hand Scrub for a spin and it's absolutely phenomenal, getting the job done in spades and leaving behind an appealing fragrance on par with the historical king of status hand soaps, Aesop. Plus, great packaging. Prices taken at time of publishing. Impressive olive oil One of the problems with gifting a bottle of wine is that as soon as it's opened, it needs to be consumed within a few days, and therefore will quickly be forgotten. But if you hand someone a bottle of flashy olive oil, it will live on their counter or in their pantry for months, reminding them over and over again of your considerate gesture and your good taste. Flamingo Estate, home to many, many gifts that are so nice you could confidently give them to Gwyneth Paltrow herself, makes our current favorite fancy-schmancy olive oil, announcing on the bottle itself that its produced with olives from 150-year-old trees. This is the kind of stuff that rich housewives in the Silverlake hills try to manifest in yoga class. Prices taken at time of publishing. While I haven't tried it myself, I've also symbolically (and aesthetically — look at that tin) taken to this beautiful Palestinian-made olive oil, Ya Albi, after recently editing a piece about the region's new generation of olive oil makers. Prices taken at time of publishing. A couple of chic cocktail or wine glasses Yes, we are currently in a renaissance of incredible glassware; I doubt that I need to tell you that, or to remind you that everyone could use another set of nice glasses to bring out when they have company. Last Christmas, I got my sister this set of charming, geometric stemless cocktail glasses by the glass wizard Sophie Lou Jacobsen. They're unfortunately sold out now, but in the same spirit, these Anthropologie stemless martini glasses are very similar and reasonably priced, and I'm also blown away by these Serax glasses with a rounded, bubbly foot. Prices taken at time of publishing. As far as wine glasses go, the Eater staff is currently obsessed with short, chonky glasses — they feel more comfortable to wave around while you tell a fascinating story, compared to the nerve-wracking thin-stemmed ones. Prices taken at time of publishing. No need to buy a whole set — it's a little oppressive to give someone who's not a family member or romantic partner something that takes up a lot of cabinet space. Two will do! Three is awkward and four is too many. A vase that looks like a bunch of garlic I mean… just look at it. A real conversation piece. The tomato one is nice, too. Prices taken at time of publishing. Real-deal Russ & Daughters babka Not all of us live within close proximity of a proper Jewish deli that can offer a revelatory doughy, cinnamony babka experience. With that in mind, who wouldn't (besides the gluten-free among us) be delighted to receive a sweet, decadent duo of babkas — one classic, one chocolaty — from famed New York deli Russ & Daughters? Prices taken at time of publishing. Pro tip: Order this gift set from Goldbelly ahead of time and schedule the delivery date to align with your arrival or the day of the party. That way you can not only arrive hands-free, but hopefully be offered a slice yourself. Two birds, one stone. Flaky, fancy salt In the great tradition of things we all want to have around but are sometimes too cheap to buy for ourselves, let us consider fancy salt. A box (or bucket) of Maldon is always appreciated, of course, but showing up with Jacobsen Salt's aesthetic, transportable set of infused salts just feels a little more gift-y. Handsome serving spoons (or better yet, salad claws) Our editorial director Lesley Suter makes a strong case that serving spoons are the ultimate host gift, and it just makes you think: When you set down a beautifully assembled Caprese salad or tray of tater tot casserole, isn't it nice to have some diva'd out utensils with which to serve it? Her picks in this persuasive piece are all top-tier, but right now I'm really into the short-handled (or even handle-free) claw-like ones, like this wood set from Williams Sonoma or the kind-of-nutso stoneware set below that's probably quite heavy but sure looks swish. Still, they're easier to maneuver than two long-handled spoons and a bit easier to store, too. Prices taken at time of publishing. If your event is, like, tomorrow, this surprisingly attractive set of salad tongs is available in three colors, can be overnighted via Amazon, and is expensive-looking considering its attainable $30 price tag. Prices taken at time of publishing. A teeny little frying pan It's unrealistic to buy a host or hostess an entire cookware set, no matter how fabulous their party or home is. But you know what makes a surprisingly clever gift? A small skillet for when you're in the mood for a cute fried egg or two or you want to quickly put together a little Béarnaise sauce for your steak. We're partial — naturally — the one from our collab with Heritage Steel; it's American-made with 5-ply stainless steel and is easy to clean and care for. Sometimes littler is better! Prices taken at time of publishing. A butter curler You know when you take a stick of butter out of the fridge, hoping to spread it all over your beautiful slice of Out of Thin Air sesame gochujang sourdough, and instead it's hard and it's going to tear up the surface of your bread and you're SAD? No longer a problem once you get your hands on one of these cleverly designed butter spreader knives, which you can glide over the top of your butter hunk to achieve a spreadable consistency instantly. A bit of a stocking-stuffer type gadget, but it's currently June, and we still think everyone should have one. Prices taken at time of publishing. Design-forward butter dishes are also having a major moment right now — more on that here. The Bentley of cutting boards Cutting boards are, again, one of those things you could always use more of, especially from a chef-fave brand like Boos. We've gone on and on about how Boos blocks are the luxury vroom-vrooms of cutting boards, thanks to their high-quality wood and durable construction. Prices taken at time of publishing. A vintage Christian Lacroix plate Don't ask me how I stumbled across this discovery, because it's a very long and convoluted story, but it has come to my attention that the French designer Christian Lacroix — in addition to producing beautiful and theatrical clothing — has also made some really exquisite tableware and, more specifically, plates. Prices vary wildly on secondhand sites such as eBay, but if you look strategically you can get a trompe l'oeil plate with his signature embellished cross on it for under $50 — with the original box, might I add. The butterfly collection is nice, too. Prices taken at time of publishing. A box of matches worthy of display Matches come in handy for many reasons; lighting candles, of course; sparking up a slim, cheeky joint; or keeping in your bathroom for houseguests in search of discretion about their activities. Yes, you could grab a matchbox for free at your favorite dive bar, but having a box of illustrated Diptyque matches sitting next to your soap dish is just a quiet flex. I was devastated to find out that all of Diptyque's scented matches are currently sold out, but thankfully, Hibi's beloved Japanese incense matches are currently in stock a few different places online. An eight-pack (below) will probably do the trick for a casual dinner party gift, but a 30-pack will keep your host's home in a state of zen for weeks or months. Prices taken at time of publishing. I also genuinely love the gold-foiled, retro-hippie-chic look of classic Incense Matches, and I find the paper incense from Optatum to be so stylish and decorous, it looks like it belongs next to the sink of a bathroom in Versailles. Prices taken at time of publishing. The perfect candle for living on a kitchen countertop Diptyque, while foolish not to immediately restock its scented matches, also makes a basil-scented odor-removing candle. Yes, it is $75, but according to the brand, it's 'based on a technology that targets and eliminates the molecules responsible for unpleasant odors. It replaces them with green and aromatic combinations of basil, mint, and tomato leaf.' It's $75, but there's a somewhat convincing case here that it could quickly become a high-end kitchen essential. Cookies from an 'it' bakery Eater has accurately referred to Levain as New York City's most popular bakery, although it now has locations in multiple cities, all of which are very busy. I'm going to be totally honest with you: I do not love the cookies from Levain. I'm a flat, chewy, doughy cookie girl and I don't like nuts in my cookies, and Levain's cookies are tall, thick, gooey, and very nut-positive. But I can tell you this with confidence: People go absolutely feral for these cookies. The bakery's closest location to me, in LA's Larchmont neighborhood, is inundated with cookie-seekers at all hours of the day, with lines snaking down the block. I seem to be the only person in the world that simply doesn't vibe that hard with Levain's cookie style, so I can still advise that they will make a well-loved, quickly devoured gift. And honestly, this photo is borderline pornographic and makes me 'get it.' Prices taken at time of publishing. A bottle of special-occasion tequila If you're reading this article, you've decided to go above and beyond the $20-wine-picked-up-at-the-corner-store-on-the-way route, and I personally commend you for that, since frankly, that's what I do 75% of the time I go into an 'I can't show up empty-handed' panic. But while you're here, if you're still thinking, but what about booze?, expand your horizons beyond the compulsory pêt-nat or Sancerre and step it up by bringing a bottle of really good tequila. Eater's guide to the best tequila is comprehensive and might just leave you even less decisive, since they all sound amazing, so I'll narrow it down to two options for you. If you're looking to spend less than $100, go with Siembra Valles reposado. 'But I don't like reposado,' you might say, traumatized by long, barely recallable nights with Mr. Cuervo in college. Fear not — this is a totally different experience. Made by maestro tequilero Don Salvador Rosales Briseño, this tequila has an almost vanilla-like flavor, and is aged in proprietary Missouri white oak barrels. It's also paler than many reposado tequilas you'll see on shelves, because it's only aged for three months, giving it a more blanco-like taste with hints of mint and citrus fruit. Prices taken at time of publishing. If you are blessed with ample expendable income and/or are hoping to impress the unimpressible, show up with a bottle of Rey Sol Extra Añejo. It's considered one of the finest tequilas available — for real! — falling into a special category reserved for those spirits aged a minimum of five years in carefully constructed oak barrels. Its aroma is known for offering rich notes of vanilla, caramel, and wood, and is on par with the most storied, world-famous whiskies in terms of quality and smoothness. Plus, that bottle — you'll definitely want to keep it long after you've taken the last sip. You can trust me, wholeheartedly, on all of the ideas above, and I'll trust that you won't break another one of my Champagne glasses. The freshest news from the food world every day

Hailey Bieber's ‘glazed donut' is a $1.5 billion gamble
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Sydney Morning Herald

time3 hours ago

  • Sydney Morning Herald

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Hailey Bieber's ‘glazed donut' is a $1.5 billion gamble

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time3 hours ago

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But Elf is paying a pretty polished price for Rhode, also known for its sleek, minimal packaging. The $US800 million in cash and stock payable at the close of the deal, expected before September, equates to 3.8 times Rhode's sales of $US212 million in the year to March 31, 2025. Including the additional $US200 million payable based on Rhode's performance over the next three years, the multiple is 4.7 times. The latter is in line with the lush deal multiple on L'Oreal SA's purchase of natural beauty label Aesop two years ago. To justify the price tag, Elf must ensure that its new addition doesn't run out of, well, Rhode. The narrow product range is the obvious starting point for expansion. Elf has rolled out a raft of innovations, appealing to its Gen Z buyers and turbocharging sales, so this avenue looks promising. There is also scope for Rhode to reach a wider range of customers. The brand is already due to launch in Sephora in the US, Canada and the UK this fall, a major milestone. Longer term, Elf could leverage its partnerships with other retailers — it is available in Ulta Beauty in the US for example, in Douglas in Italy and Boots in the UK — to maintain the momentum. Assuming Elf doubles sales over the next three to five years — which looks feasible — then the acquisition multiple would fall to a more reasonable level of about two times. Loading But there are risks to this trajectory, the most significant of which is Bieber herself. So far, she has bucked the broader boredom with celebrity-led brands. But her relevance must be sustained. Six years ago, Coty made a big bet on the Kardashians, paying $US600 million for a majority stake in Kylie Cosmetics, founded by Kylie Jenner. A year later, it spent $US200 million on a 20 per cent stake in Kim Kardashian's beauty business. The results have been mixed. While Kylie Cosmetics has increased sales by 1.5 times over the past two years, helped by launches of skincare and fragrance, Kardashian's underwear label Skims recently acquired Coty's shareholding, resulting in a $US71 million loss for the US-listed company. Bieber will join Elf as Rhode's chief creative officer and head of innovation. The new owner also has a strong track record of connecting with Gen Z via social media, through viral moments such as its tie-up with Chipotle Mexican Grill. And it has some experience managing celebrity and influencer involvement. It acquired Naturium, the skincare line created by influencer Susan Yara and beauty-brand accelerator The Center for $US355 million two years ago. It also developed Alicia Keys' brand. Even so, Rhode being so closely associated with its founder is a risk that must be managed. This isn't the only challenge. Lindsay Dutch, analyst at Bloomberg Intelligence, expects Elf's sales growth to slow this financial year following a frenetic pace of revenue expansion. The beauty boom is also fading, although Ulta said after the deal was announced that many consumers were turning to fragrance and body lotion as a comfort and escape from economic uncertainty. There's also the pressure from US President Donald's Trump's tariffs. Elf makes about 75 per cent of its products in China and will add $US1 to all its products globally on August 1 to reflect the levies. With so much to grapple with already, taking a big bet on a celebrity-backed brand looks a surprising diversion. But as any beauty enthusiast knows, there is always room for one more lipstick, particularly if it's a peptide-infused pout enhancer.

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