Some of the world’s best brands exist thanks to scientific thinking. We’re loving newcomer bodycare brand Soft Services
for that reason. Rather than going all in on one aesthetic (a la Aesop, Glossier, The Ordinary) they’re using ‘elastic branding,’ which means that each product has its own identity, and can stand alone as a hero product. It seems to be working; the business had to pull ads for their Theraplush hand cream after it sold out in one hour. We’re keeping our eyes peeled for the UK launch.