Something’s been brewing at The Ordinary — and I’m not talking about the brand’s excellent GF 15% Solution, which has replaced my Botox obsession, or even the new Multi-Antioxidant Radiance Serum, which outperforms every vitamin C in my routine. The real news is a product we’ve all been patiently waiting for, and it’s one that no skincare routine is complete without.

Enter The Ordinary’s new sunscreen: UV Filters SPF 45 Serum, $19.

Longtime fans of The Ordinary will know this isn’t the brand’s first attempt at sunscreen. Some may remember the Mineral UV Filters SPF 30 with Antioxidants, packaged in its signature silver tube. But the thick texture and white cast, typical of many mineral formulas, left much to be desired. True to form, The Ordinary listened to customer feedback and discontinued the product, returning to the drawing board.

It took a few years to get right, but The Ordinary doesn’t do things by halves — and today, the new UV Filters SPF 45 Serum, $19, is finally here. Luckily, I was one of the first beauty directors to try a sample — and trust me, you’ll actually want to wear this one every day.

The Ordinary UV Filters SPF 45 Serum, $19

Is The Ordinary’s new SPF mineral or chemical?

Whether you’re a sunscreen devotee or only remember to apply it occasionally, the question on everyone’s lips is whether the new SPF is anything like its predecessor. Unlike the Mineral UV Filters, this formula is much thinner in texture. While The Ordinary calls it a “serum”, it’s more like a lightweight lotion — easy to apply and absorbed in moments, with no excessive rubbing or blotting required.

The lighter texture is down to the type of UV filters used. The Ordinary has shelved its original mineral filters, opting instead for “chemical” filters — approved by the U.S. Food and Drug Administration (FDA). Chemical filters absorb harmful UV rays and convert them into less damaging heat that is then released from the skin before it can cause any adverse effects, like sunburn and eventually sun damage.

You’re probably wondering why the brand decided to pivot from its original mineral filters. In a press release, The Ordinary explained that it’s “harder to formulate a truly transparent, lightweight and accessibly priced sunscreen with mineral filters alone.” Using chemical filters, for example, octocrylene and homosalate, means that the product doesn’t leave behind the same white cast as the original. Even better, it’s a dream to apply (more on that later) and affordable at $19.

Is there a difference between SPF 45 and SPF 50?

The Ordinary’s UV Filters SPF 45 is a broad-spectrum sunscreen, meaning it protects your skin from both UVA (which can cause skin cancer and premature aging) and UVB (responsible for sunburn and skin cancer). Most sunscreens have an SPF (sun protection factor) of 30 or 50, which indicates how well they protect against UVB. For example, if you burn after 10 minutes in the sun without sunscreen, SPF 30 lets you stay in the sun about 30 times longer, assuming you’ve applied enough. So why did the brand settle on SPF 45 specifically?

“Contrary to popular belief, the UV filter number is not decided by the brand that formulates the sun-protectant but rather by the formula itself,” says the brand, adding, “When The Ordinary’s product underwent testing, the SPF value that it achieved was SPF 45, which is estimated to absorb only 0.2% less UVB radiation than SPF 50.” The difference between SPF 45 and 50 is only about 1%, so the most important thing is that you’re applying enough. Most dermatologists recommend two finger lengths’ worth of sunscreen for your face and neck.

Is The Ordinary’s SPF 45 any good?

I apply sunscreen every morning, whether I’m leaving the house or not, so it’s fair to say that I have high expectations. Besides being broad-spectrum (UVA can pass through glass, and I work by a large window), my sunscreen has to work with, not against, my combination skin. I want it to be moisturising enough for my dry cheeks but not greasy, so it doesn’t exacerbate my oily T-zone. Happily, this one is just right.

The texture is light yet hydrating, giving my skin a juicy, dewy finish similar to some Korean sunscreens I’ve tried — but at a fraction of the price. Even when I apply two finger lengths’ worth, it doesn’t feel like a chore. It absorbs quickly without feeling uncomfortable or sticky, nor does it sting my eyes. Even better, it’s non-comedogenic, which means it’s less likely to clog pores and cause zits. Most skincare breaks me out, but I’ve been using this for weeks without any issues whatsoever.

The Ordinary also claims it’s suitable for all skin types, including sensitive skin. I actually gave away the mineral sunscreen I was using before because it made my delicate eyelids burn. Thankfully, UV Filters SPF 45 is gentle on my reactive skin; I don’t feel a thing.

While sun protection is the main goal, I love that it makes an excellent anchor for makeup. My foundation and concealer blend seamlessly over the top, and with my skin perfectly quenched, I’m convinced that the final result looks more flawless than before. I attribute this to the ultra-moisturising glycerin and phospholipids, which keep moisture under lock and key, and maintain the skin’s barrier.

A dermatologist once told me that the best sunscreen is the one you want to wear every day. For me, it has to be UV Filters SPF 45, and since it’s cheaper than the others in my bathroom currently, I can stock up.

The Ordinary’s UV Filters SPF 45, $19, is available at theordinary.com

This story was originally published on Refinery29 UK.

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In a world where Latinas are increasingly seeking spaces of healing, joy, and cultural reconnection, a new kind of self-care is taking root. From the highlands of Guatemala to the sacred valleys of Peru, Latina-led wellness retreats are redefining rest and sisterhood through travel that nurtures both the self and community.

Studies have shown that wellness, health, and overall connectedness can improve upon attending a retreat. And the number of retreats offered is growing, thanks to a Global Wellness Tourism Industry that’s expected to hit 1.35 trillion dollars in the U.S. by 2028. And Latinas? We are partaking — we’re carving out spaces for intentional rest, away from the noise of hustle culture and toward a more rooted kind of wellness, one that honors culture, ancestry, and community.

For Mexican-Cuban American Anina Monteforte, founder and CEO of sustainable travel company The World Within Us Travels, her retreats were born from lived experience. Starting to travel extensively in 2015, she knew she wanted to create a space where people could foster their love of travel in group settings. And in 2019, her dream company began.

“We work exclusively with women to empower women in the tourism industry, and partner with sustainable, community-focused hotels,” she says. What began as immersive group trips evolved to include retreats — and, after reading the book “Self-Care for Latinas” by Refinery29 Somos deputy director Raquel Reichard, she set out to work with Reichard to create an intentional, Latina-focused retreat. “I didn’t realize the power that an all-Latina retreat could have. The way we connected and understood each other — it was unlike anything I had ever experienced,” she says of the retreat that took place in Guatemala in 2024.

Monteforte and Reichard’s “Self-Care for Latinas” retreats are more than body movement and journaling (though those are included). They’re also about honoring ancestral practices and cultures — partnering with local guides and healers to host ceremonies like cacao blessings, fire rituals, and, in the case of the upcoming October retreat in Peru, an Incan despacho. “Our trips are more than wellness — we also add elements of cultural immersion, which I believe is necessary and also a part of learning the destination,” she says.

It’s a sentiment shared by Black Panamanian Dash Harris, founder of AfroLatinx Travel, which leads educational and community-building trips that highlight Black history, legacy, spirituality, politics, and contemporary life in Latin America and the Caribbean. While her company doesn’t host retreats in the traditional sense, Harris sees how travel often becomes a form of healing and reclamation.

“For some, it does end up being a retreat into oneself and what they are seeking,” says Harris. “For some, it is to gain more information around their own familial or ancestral lineages, some may want a like-minded community to travel with as all of our participants are serious about learning, and others may simply want to visit a country and learn through the lenses of African history and Black contemporaries.”

Her trips focus on confronting and learning from the realities of anti-Blackness, history, and African diasporic presence in Latin America, all while building solidarity across borders. “Descendants of the African Diaspora should be connecting directly with one another, away from distorted dominant narratives,” she adds.

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Whether it’s for spiritual alignment or ancestral reconnection, Latina travelers — especially first- and second-generation women — are now approaching travel differently. “We’re the first to do a lot — have financial autonomy, live alone, start businesses,” Monteforte says. “And often we’re also the first to travel like this. So if your desire is to see the world, go. Don’t let fear stop you.”

These retreats are not one-size-fits-all. Across the country — and the globe — Latina leaders are curating spaces that address everything from burnout and ancestral trauma to joy, sensuality, and creative rebirth. Each retreat offers its own signature flavor of healing, but all share a common thread: creating intentional, culturally grounded spaces where Latinas can feel seen and held.

Raquel Reichard, deputy director of Somos, is hosting the second annual “Self-Care for Latinas” retreat in Peru in October as part of a team-up with Monteforte’s The World Within Us Travels. The retreat is focused on connection and self-care, offering a mix of play, reflection, movement, and rest designed for Latinas.

Robyn Moreno, curanderismo practitioner and author of “Get Rooted,” offers spiritual retreats that guide Latinas back to their Indigenous roots. Her “Get Rooted” retreat at the Omega Institute in Rhinebeck, New York, in August is a deep dive into ancestral connection, energy healing, and the sacred feminine — designed to help participants reclaim their power through ritual and intuition.

Dash Harris, a historian and multi-media producer, has multiple educational and cultural trips scheduled this year through AfroLatinx Travel — AfroCuba in July, AfroPanama in August, and the inaugural AfroBrazil in November.

Christine Gutierrez, licensed therapist and author of “I Am Diosa,” hosts soulful “Diosa Retreats” that blend psychology with spirituality. Set in places like Puerto Rico and Bali (the next one is 2026 in Puerto Rico), her retreats explore inner child healing, shadow work, divine feminine energy, and sacred sisterhood. “These are not vacations,” Gutierrez has said. “They are rebirths.”

With more retreats on the horizon, this movement shows no signs of slowing. But it’s not just about booking a pretty trip. “Ask questions,” Monteforte urges. “Does the retreat align with your values? Is it locally led? Are women and Indigenous communities centered?”

For Harris, the answer is even more foundational: “Be intentional with your presence in spaces. In many touristic zones throughout Latin America, visitors are intrigued and seek out Black women who may work as public vendors and artists yet they see little return,” she says. “Travel with a purpose that benefits local communities materially.”

This new wave of Latina retreats isn’t just about escape. It’s about coming home to ourselves — and to each other.

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The first Monday in May is fast approaching, and in the fashion world, that means the biggest topic of discussion on the agenda is the Met Gala. This year, attendees have been tasked with flaunting their finest outfits inspired by the theme “Tailored For You,” nodding to the new Costume Institute exhibition, “Superfine: Tailoring Black Style.”

As we prepare for another evening of head-turning outfits strutting down the sartorial star-studded carpet, we can’t help but recall some of the Met Gala’s biggest fashion moments ever. So, we’re taking a trip down memory lane, revisiting some of our all-time favorite Met Gala looks, from Kate Moss’ Marc Jacobs golden mini dress circa 2009 to Cardi B’s regal Moschino gown from 2018, and even a look or two from last year’s Gilded Glamour theme. Don’t worry, SJP and Alexander McQueen in matching tartan, Naomi Campbell in glittering Versace, and Tyla in Balmain as a sand sculpture that needed to be carried up the stairs also made the cut.

So prepare to be amazed by the ethereal looks and red carpet dresses that have garnered attention every year since the first Costume Institute Benefit in 1948. Click on for our list of the best Met Gala looks of all time.

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Trigger warning: This article discusses disordered eating in a way that some readers may find distressing.

At 30, I’d hoped diet culture and fatphobia were relics of the past. I grew up in the thick of it: girls competing over who could eat less, “you’re so skinny” being the highest form of flattery. If you weren’t thin, you were fat. There was no middle ground. My parents did their best to counter the messages, but school hallways and magazines were louder.

Over the last ten years, after coming off the contraceptive pill at 21, my body gradually changed — from a UK size 8 to a UK size 16. I’ve only recently been diagnosed with PCOS. During that time, the shift in how others perceived me was stark. Strangers, colleagues, even acquaintances suddenly had opinions, and most of them were steeped in fatphobia.

That’s when I found body positivity. As a barely-adult scrolling through Instagram, I found solace in the fat liberation movement — a space built largely by fat Black women who’d been fighting this fight for decades. It gave me language for what I was feeling, and hope that we’d moved beyond the tabloid “whale watch” sections of the 00s. But that hope was premature. The pressure to be thin never disappeared; it shapeshifted, cloaking itself in wellness, productivity, self-optimisation. Fatphobia didn’t die. It just changed costumes.

Which brings us to SkinnyTok, a community on TikTok that many of you will have come across whilst scrolling. And yes, it’s as bad as the name sounds. It refers to a dark subculture on TikTok where thinness is idolized, often aggressively so. Videos show extreme calorie deficits, body checks, “what I eat in a day” routines that hover around 700 calories. Creators document their shrinking figures, sometimes proudly announcing how they’ve “gaslit” themselves into being skinny. One says she goes to the gym every day because she feels “fucking fat”, despite being objectively slim.

TikTok, for its part, has tried to distance itself. Searching for “SkinnyTok” now triggers a warning message: “You are more than your weight.” They banned influencer Liv Schmidt in 2024, known for her “blonde & skinny” brand, after she gained over 670,000 followers. But bans and warnings don’t fix an algorithm that’s still aggressively promoting the very content it claims to protect us from (Refinery29 reached out to TikTok for comment).

None of this is new. We’ve seen it all before. Diet culture has been relentlessly pushed by mass media for decades, from the rise of Weight Watchers in the 1960s, to the heroin-chic supermodels of the 90s, to the carb-phobic 00s with Special K diets and flat tummy teas. In the 2010s, we saw a shift toward “slim thick” (a body type popularised by the Kardashians), which still glorified small waists, just now with curves in the “right” places. But it was still about managing and shaping the body into a narrow ideal. And all the while, fat activists were pushing back.

Progress was made. Terms like body positivity and neutrality entered the mainstream. Plus-size models appeared in major campaigns. For a moment, it felt like we’d broken something open. But the backlash has been intense, and SkinnyTok is a symptom of that.

What’s different now is the reach. TikTok’s scale makes this version of diet culture more insidious than ever, particularly for young users. As body image pressure floods back into the mainstream, we see the same pattern playing out: people in slim bodies feeling the squeeze of impossible standards — standards that fat and curvy people have never been allowed to escape.

Kitty Underhill, model, speaker and body image advocate, tells Refinery29: “As much as celebrity tabloid culture and Tumblr thinspo were so pervasive, SkinnyTok feels like an even more heightened, intense kind of pervasiveness because TikTok has a much larger and significant presence in people’s lives than Tumblr or the tabloids did.” She adds: “When something trends on that platform, it spreads like wildfire.”

Underhill draws a direct line between SkinnyTok and what came before: “The message is the same — thin is best and a signifier of moral superiority, while fat is inherently bad and a moral failing.” She adds: “It’s pro-ana content with more glamour and filters, making thinness seem even more aspirational. One video spoke of how SkinnyTok gave them a ‘reality check’, but it couldn’t be further from that, it’s distorting how we view our own bodies and those that fall outside the trend’s narrow ideals.”

Crucially, she says: “Fatphobia is at the heart of all these body-negative trends. If we don’t confront fatphobia, these movements will simply keep morphing into new forms. It helps us unlearn the belief that fat bodies are bad and thin bodies are inherently good.” This is the crux of the issue: we keep treating the symptoms rather than the root cause. Until fatphobia is addressed systemically — and the prejudices fuelling it are confronted — newer, shinier, and often more harmful body trends will keep emerging.

Therapist and author Colleen Conklin tells Refinery29: “SkinnyTok mirrors earlier manifestations in many ways, especially Tumblr thinspo. The verbiage is centred specifically on being skinny, not healthy, which reveals the toxic aesthetic obsession beneath it.” She adds that today’s teens, who now get smartphones earlier than ever, are particularly vulnerable. Conklin is right, reports have shown that 31% of eight-year-olds had smartphones in 2021 (up from 11% in 2015). She adds that “even with parental controls, content like this can still be accessed, and many teens haven’t developed the media literacy to know it’s not sustainable or healthy.”

What makes this resurgence even more insidious, Conklin says, is that it’s once again drowning out the voices of fat people. “Being in a larger body is still framed as a personal failure, rather than the result of natural body diversity or systemic issues like medical discrimination and a lack of accessible public spaces.” She suggests turning to resources like Fearing the Black Body by Sabrina Strings or the Maintenance Phase podcast to dig deeper. “We all have a role to play,” she says, “even if it’s just voicing discomfort when harmful conversations come up.”

One person who’s lived both sides of it is *Alice, 22. “I got deep into SkinnyTok two years ago,” she says. “At first it felt empowering, like I was taking control. But quickly it became obsessive. I was tracking everything I ate.”

What helped her climb out? “A friend approached me, and asked if I was okay and sat me down for a serious conversation. My weight had dropped quickly, and my hair was thinning. Someone looking from the outside in helped me see that I’d been, I don’t know, almost radicalised?” Alice has blocked certain content and creators from her social media accounts, and is recovering slowly. “SkinnyTok wasn’t the start of my disordered eating, but it definitely preyed on it,” she added.

The crux of the heartbreak here is how easily progress is stripped from us, and how so many of us ignore the wider context around SkinnyTok’s popularity. The recent rise in far-right politics, misogyny, racism, and gender-based violence is mirrored in the hyper-surveillance of bodies — especially marginalised ones. Keeping us preoccupied with thinness is a tactic of oppression, and we’re falling for the same tricks once again.

Fatphobia didn’t vanish, it evolved. Whilst the backlash against body positivity has led some to declare it a failure, what we’re really seeing is the need for more: more fat and plus-size representation, more education, more body neutrality and liberation movements, and honest conversations about things like Ozempic, disordered eating, and health — free from moral panic.

SkinnyTok is part of a wider, long-standing system of oppression, not a standalone moment. It’s using the same language we saw on Tumblr a decade ago, and yet is still persuasive. And so we must all ask: How are we falling for this bullshit again? And then we must resist, resist, resist.

*Names have been changed to protect identities.

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At least once a week — let’s face it, at least once every day — the writers and editors across Refinery29 discuss the latest and greatest products in our lives, from some cool new water bottle that’s been absolutely saving our lives to a state-of-the-art sleep product that’s changed our eight hours for the better. And gatekeeping isn’t in our vocabulary, so we’re here to share the wealth and highlight our favorite products, just for you, each month.

All linked products are independently selected by our editors. If you purchase any of these products, we may earn a commission.

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The first Monday in May is the date fashion lovers have permanently marked on their calendars and ensconced in their minds. Today, it’s here, and, as is to be expected, all eyes are on the 2025 Met Gala.

As is tradition, this year’s soirée is in honor of the Costume Institute’s latest exhibition, “Superfine: Tailoring Black Style,” which opens to the public on May 10 at the Metropolitan Museum of Art in New York. Inspired by Monica L. Miller’s 2009 book, Slaves to Fashion: Black Dandyism and the Styling of Black Diasporic Identity, the exhibition explores over 300 years of Black style through the lens of dandyism and the intersection of style, expression, power, and resistance.

In terms of a dress code for the Met Gala, this has all been channeled into the theme “Tailored For You,” with early red carpet predictions forecasting creative takes on menswear and suiting, as well as homages to fashion style setters like André Leon Talley and designers like Patrick Kelly. And with Colman Domingo, Lewis Hamilton, A$AP Rocky, and Pharrell Williams co-chairing the event alongside Anna Wintour (with LeBron James acting as an honorary co-chair), and a host committee full of stylish A-listers — like André 3000, Dapper Dan, Doechii, Ayo Edebiri, Edward Enninful, Jeremy O. Harris, Audra McDonald, Angel Reese, Tyla, Usher, and Janelle Monáe — this year’s event guaranteed to bring on the fashion like no other.

Scroll on to discover the best looks from the 2025 Met Gala.

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Every year, we run through a frustratingly familiar line of questioning with our moms and mother figures: “What do you want for [insert holiday/birthday/gift-giving occasion] this year?” And, every 365 days, the answer is the same: “Oh, I don’t really need anything.” Mo-om! Why are you so difficult to shop for? As a person who’s spent her life doing things for other people, she may not have her personal wishlist at the ready. But when it comes to the hard-to-crack giftees in your life, we’ll happily rise to the challenge.

We combed the internet for inventive, useful, and luxury Mother’s Day gifts that have your impossible-to-shop-for mom’s name written all over them. Whether it’s a viral beauty product, stylish-yet-practical bag, quirky kitchenware, or a customizable gift, there’s a crowd-pleasing present ahead that will delight any discerning mama. Just make sure you get to shopping ASAP to ensure your gift arrives by Sunday, May 11!

All linked products are independently selected by our editors. If you purchase any of these products, we may earn a commission.

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“Ugly-cute.” “A sense of nostalgia.” “A gremlin on LSD.” “Either you get it or you don’t.” There’s no denying the global cult following that plushie bag charms, and the TikTok-viral Labubu, have garnered — and these are just some of the standout responses fans and collectors shared with me when discussing the trend.

Personalization has made a major comeback, and handbag straps heavily adorned with bag charms are one of the easiest and most joyful ways to customize our everyday pieces. But rather than luxury charms from Loewe, Prada, and Gucci, furry animal-like plushies (like Monchhichi, Miffy, Hello Kitty, and Crybaby) are the hot style, with Labubu being the most viral, coveted plushie charm you can own right now.

I’m talking about the furry, wide-grinning creatures — aka The Monsters — designed by Hong Kong-born illustrator Kasing Lung. Originally a book series character, Labubu became a physical plushie when toy company Pop Mart created them in 2019. They’re sold as limited-edition “blind box” collections (like the popular Macaron series) both online and in Pop Mart stores, so you can never be sure the exact design you’re going to get. “It’s like an accessible lottery ticket. You know you’re gonna win, and it’s gonna be cute,” says Cameron Tarzaban, who works in the cannabis industry. (However, some fans search for specific styles on StockX and eBay to secure the exact design they want.)

But how and why did they get so popular? What’s their appeal? After seeing a London-based artist wearing an orange Monchhichi charm on her tweed Chanel bag, I knew I needed to investigate this quirky high-low trend. So I spoke with several avid plushie collectors (including Labubu loyalists) and bag charm lovers to learn more.

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Most interviewees (ranging between Gen Z and millennial in age) discovered Labubus around springtime 2024, seeing them in TikTok unboxings and hauls or being toted around by pop megastars. “People like Lisa and Rihanna — people who are pop culture phenoms and very well-dressed celebrities — having their co-sign obviously is going to make things cool,” says New York-based beauty and style writer Tayler Adigun, who happily got the same pink Lychee Berry style that Rihanna was pictured wearing on her Louis Vuitton Soft Speedy bag.

Social media manager, Blossom Ruby Brown, similarly says: “I got into Labubu right after Lisa started posting about them. I’m not a K-pop girl, but it was through the virality that Lisa brought to Labubu that then brought it to my For You Page.”

Many have been interested in bag charms for even longer, though, with several interviewees collecting them while traveling to places like Japan, France, South Korea, and Taiwan. Freelance fashion writer Shelby Ying Hyde noted that bag charm personalization has been part of Asian culture for a long time, and explains: “I went to Japan and that further progressed my interest in this. I noticed that everyone had some sort of plushie keychain, whether they’re Gen Z or an older man going to the office. It seems to be a way for people to show a level of individuality and personality.”

So how do people style their Labubus and the like? Culture freelance writer Sofia Viera shares: “Last year, I was going into the office again so I needed a work bag, but it wasn’t going to be boring because I’m not boring. My first one was a backpack with a Sanrio plushie.” They also explained that they intentionally buy specific plushies for specific bags, noting that they pair especially well with puffy Baggu bags.

Houston-based senior sales engineer Alexa Peavey does a few things with her Labubu: attaches it to her travel backpack, to her vintage Fendi bag, or ties a skinny silk scarf into a bow onto it. Meanwhile, global PR and event planner James Hagenberg adds his Labubu, Tamagotchi, and additional charms onto a carabiner, which he swaps between bags or his pants’ belt loops.

Similarly, Tarzaban, enjoys attaching their Labubus onto their belts, saying: “Once you break free of the mold that there are rules, you can put that Labubu anywhere, and that’s really freeing.”

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But there’s more context for why these plushies have amassed so much popularity and global fascination. And one of the major reasons seems to be a craving to reconnect with our inner child. “We lose that innocence and magic that we had as kids. So these collectibles and these plushies kind of enhance that feeling for us again,” says New York-based editor Jane Kim. “I feel like we’re able to bond and connect and giggle, and it just brings that child-like bond of trading toys.”

Nostalgia, and the mood-boosting feelings that come with it, is therefore another contributor to this trend’s success. “As someone who grew up in the Claire’s and Icing era, it feels very nostalgic,” says Ying Hyde.

London-based content creator and writer Amy Stockwell — who had Monchhichi-designed nails at the time of our chat — adds: “I think for a lot of people it gives them a sense of nostalgia. I love that people are discovering collecting again, or a fascination with toys.”

Likewise, publicist Simone Francese — who previously ran a Japanese nail art salon and discovered Monchhichis and Sonny Angels through her technicians and customers — explains: “I looked at it and I totally got it. It hits home to my Sanrio heart going to the mall as a pre-teen.” Francese also thinks: “It’s sort of like a little escapism. And it’s not this designer piece that you saved up for. It’s something that everyone can pretty much take part in.” She adds: “It’s so insane looking. It literally looks like a gremlin on LSD. I think it’s so playful in a time that also feels very serious. Either you get it or you don’t.”

Labubu, and collectible plushie keychains in general, have created a kind of subculture and meaningful communities. Peavey called them out as a conversation starter, and Viera claims that they’re a great way to make friends in the wild. Tarzaban agrees, explaining: “Since we’re in such a digital age, we crave something physical so deeply, and this is a bond that you can have with people, unspoken.”

Several interviewees also shared that Labubus allow under-represented communities to connect and joyfully express themselves. Stockwell shares that her love of collecting trinkets brought Labubu to her attention. “I collect from a point of view that makes me happy because I’m autistic,” she says. “If there’s a whimsical little guy that’s like a weird figurine, I’m going to buy it.”

Brown, who affectionately calls Labubu “ugly-cute,” says: “I have always been someone who reconnects with my younger self, and my transition kind of forced me to nurture my younger self in certain ways. And I actually think that a lot of what’s going on with Labubu right now around the world is that people are finding comfort in easily accessible comfort.”

Meanwhile, Adigun further explains her connection to Labubu. “As a Black woman, I don’t want to have something that doesn’t necessarily represent me. For example, Sonny Angel — I can feel excluded from those things. It’s a little white baby, which is cute, but doesn’t really make sense for me to have on my phone. So, these little monster babies are just furry and hairy. It’s a little bit easier for me.”

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A post shared by Blossom Ruby Brown 🌸 (@blossomrubybrown)

While Labubus used to be more accessible to buy, the limited-quantity drops combined with a rapid rise in popularity have made the shopping experience somewhat stressful for people, since they tend to sell out almost instantaneously, leaving fans with empty carts.

This has also prompted a larger discussion on whether people are buying them for joy, or for clout. “I think for a lot of people, it’s because their favorite celebrity or influencer is buying them, which I find quite disheartening,” says Stockwell, adding: “It’s become more of a cultural icon; like a status symbol to have one now, rather than it actually having any enjoyment for a lot of people.”

But interactive museum worker Lana Humes embraces the attention her Labubu brings. “I’ve had people stop me on the street to compliment it. One time a girl said it was the first one she’d seen in person and she asked to hold it. It’s like its own little celebrity!”

And when predicting the longevity of collecting and styling Labubus and plushie bag charms, some consider them a fad (“I enjoy it and I think it’s silly and fun, but it definitely will be a faux pas in a few months,” says Hagenberg), while others favor them lasting (“It gives me hope that this trend will last for a long time since it is tapping into something we used to do in the past,” says Adigun).

Speaking with fans and collectors genuinely filled me with joy because of their joy and enthusiasm. Learning about this whimsical universe and everyone’s personal reasons for accessorizing with plushies was eye-opening, and revealed just how prominent “little treat culture” has become in culturally serious times. (I see a plushie keychain every time I leave the house now.)

So if you want to experiment with styling plushie bag charms, like myself, don’t stress over getting the newest (impossible-to-cart-up) style. Instead, get excited to discover and gradually collect playful designs that speak to you and make your inner child’s heart sing. Then, when you look at your bag, you’ll get — as Kim says — a “boost of serotonin.”

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I remember the first time I went shopping for concealer at the drugstore. I was probably 14, and was so excited to start trying makeup looks inspired by my favorite YouTube beauty gurus. I’m mixed-race Japanese-American, with olive skin that usually falls into the light-medium range. I looked at the darker shade options of a popular mass brand’s concealer, already bummed that the overwhelmingly peachy, cooler undertones made my olive skin look grey. I left the store with a serviceable option, but didn’t feel great about it.

In 2025, Maybelline is making sure no one has that experience again — and for Global Brand President of Maybelline New York Trisha Ayyagari, it’s a mission that hits home. “Growing up, I’ve always loved beauty,” she tells Refinery29. “I will never forget how I was unable to find a shade that matched my skin and how disappointing that was.” To celebrate Asian Pacific American Heritage Month, Maybelline (in partnership with Bustle Digital Group and Gold House) has unveiled a history-making campaign called Face the Difference, spotlighting its bestselling Fit Me foundation (which comes in 40 shades and has a 97% match success rate).

“From the start, the notion of Fit Me was to make people feel represented both in the shades and the products, but also in all of the campaigns and activations that we do,” Ayyagari says. Featuring 40 AAPIH creatives, athletes, business owners, and more, Face The Difference is spotlighting the diversity that exists in the Asian community. The impressive cast of Maybelline’s campaign includes Jenn Tran, the first-ever Asian-American Bachelorette, Jing Gao, founder and CEO of the popular (and delicious) Fly By Jing, Olympic figure skater Maia Shibutani, content creator Cynthia Victor, and Svetha Nallapaneni, professional dancer and Radio City Rockette.

“Maybelline has long championed the idea that beauty is for everyone,” said Alex Wang, Brand Marketing Director of Maybelline, who helped bring the campaign to life. “This campaign is a powerful extension of that legacy, celebrating the strength and richness of the Asian Pacific community through a modern, comprehensive lens with our wonderful partners at Bustle Digital Group and Gold House.” Teaming up with Gold House, the 501(c)(3) nonprofit dedicated to amplifying and investing in Asian Pacific leadership and voices, Maybelline is making sure this initiative is much more than just another beauty campaign with pretty faces.

In addition to the cast of talent, Maybelline enlisted a team of creatives (including makeup artists, hairstylists, photographers, and more) to ensure representation behind-the-scenes in addition to in front of the camera. “It was just an incredible day to celebrate our heritage,” says Ayyagari of bringing the campaign to life on set.

“It’s not just the products matching, but it’s also being able to see yourself represented,” she says. “Confidence is often based on being able to identify with other people. And so ensuring that our campaigns represent as many different skin tones, backgrounds, genders as possible has been a big priority of mine, and is truly aligned with the values of the brand.”

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