Soft Services

18 of the Coolest AAPI-Owned Beauty Brands That Put the "Hype" in Bae
Beauty

18 of the Coolest AAPI-Owned Beauty Brands That Put the "Hype" in Bae

From haircare down to nails — these are the brands you need in your IG shelfies.
41,156 Hypes

Soft Services Updates Its Cult-Loved Buffing Bar for the Holidays
Beauty

Soft Services Updates Its Cult-Loved Buffing Bar for the Holidays

Imagine if Pumpkin Spice had a twin — this would be it.
8,843 Hypes

Soft Services Releases a New Hand Treatment That Will Leave Hands Feeling Baby Skin Soft
Beauty

Soft Services Releases a New Hand Treatment That Will Leave Hands Feeling Baby Skin Soft

With packaging just as aesthetically pleasing to match.
2,224 Hypes

Soft Services Introduces a Fragrance-Free Shower Gel to Its Body Care Portfolio
Beauty

Soft Services Introduces a Fragrance-Free Shower Gel to Its Body Care Portfolio

The cult-loved brand doubles down on multi-use products with its latest offering.
1,537 Hypes

The Best New Beauty Launches of June 2022
Beauty 

The Best New Beauty Launches of June 2022

Dishing out the deets on the best of the best launches for the start of summer.
40,961 Hypes

The HYPEBAE Best: Our Editors' Favorite Beauty Products of 2021
Beauty 

The HYPEBAE Best: Our Editors' Favorite Beauty Products of 2021

Including makeup and skincare products we loved this year.
1,718 Hypes

90 Woman-Owned Brands To Support This Black Friday
Fashion 

90 Woman-Owned Brands To Support This Black Friday

From fashion and footwear, to beauty and sexual wellness.
4,866 Hypes

Soft Services Creates a Home for Its Cult-Loved Buffing Bar
Art & Design

Soft Services Creates a Home for Its Cult-Loved Buffing Bar

Preventing soaps from melting in wet shower environments.
2,531 Hypes

Meet Soft Services, the Very Chic Beauty Brand Targeting Common Body Skin Concerns
Beauty 

Meet Soft Services, the Very Chic Beauty Brand Targeting Common Body Skin Concerns

Founded by two Glossier alums, the company offers purposeful products and even free online resources on body skincare.
8,553 Hypes

 
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