News & Articles
Adulthood No Longer Synchronises. Perhaps Rest Still Should.
Summer used to synchronise adulthood. Now it shows how differently we live. Adulthood used to be organised by two moments in time, regardless of what life stage you were in: Christmas, when we all got together, and summer, when we did the same. Christmas still looks...
Most Brands Still Read Life Milestones. The Smartest Are Building for Life Turns.
The next category gets built in the gap between the event people announce and the change they feel first. I’ve spent years researching the beauty industry’s ageing conversation. From all my conversations with women, I’ve learned that it is rarely the milestone that...
Every Woman Is Having a Different Summer
From Prove It to Hot Divorce, the Four Female Moods of 2026 This is the summer women stop trying to have the same summer. Two summers ago, culture gave us Brat Summer. Lime green, messy, loud, anti-polish. This summer feels different. It’s not producing one dominant...
The Broken Promise of Adulthood
Why the life people were promised no longer arrives in order. I started university in 1997, part of the last UK intake before tuition fees were introduced. I graduated in 2001. I had a job offer in New York, a future I’d only just started to imagine. Then September...
The Women’s Curriculum
Before the algorithm, it was the bookshelf. Different medium. Same instruction. We’re fixed on the idea that the internet and the algorithm created the value divide between men and women. They haven’t helped. But they weren’t the start. Men and women have been given...
Your grandchildren may not exist
Across developed countries, the share of adults never becoming parents has roughly doubled since the mid-twentieth century. In some countries, projections suggest it could reach one in three for women born in the 1990s.