💌 recapping 2024

TODAY IS MONDAY, DEC 30

WHAT TO EXPECT

• quote: on a new year
• stories: what 2025 fashion will be, the instyler is back, AG1 rakes in $600M this year
• ICYMI

ON A NEW YEAR: A new year stands before us, like a chapter in a book, waiting to be written. — Melody Beattie

With only one day between you and the new year, it’s time to sit down, take a breather, take a moment to reflect, & plan for 2025. After 365 days, your new chapter is waiting to be written. See all 11,000 of you in the New Year!

FASHION: WHAT WILL 2025 FASHION LOOK LIKE?
Upcoming fashion trends for 2025 are predicted to embrace "soft power" which is expected to be a relaxed take on corporate-wear. There’s also an anticipated shift away from quiet luxury, with a growing popularity for more extravagant, loud aesthetics and personal style expression. Burgundy was the color in 2024, but 2025 is really looking soft, with faint colors coming forward — think of the pale baby pink! Some major brands that are already reflecting this are Alaïa, Brandon Maxwell, and Khaite. It’s also no doubt that people will continue to move away from trend-driven fast fashion and continue growing their collection of timeless + quality pieces.

BEAUTY: THE INSTYLER IS BACK
The early 2000’s hot hair tool called the InStyler is making a comeback — thank you Tiktok. It’s a combination of a rotating barrel iron with a bristle brush and promises to give you a super sleek look. Back in 2008-2010 it didn’t have a one-way flow from audience, but lots of mixed reviews. Some loved it and thought it was super helpful, others claimed that it didn’t actually work any different than having a straightener and separate curling iron. The InStyler is actually considered a pioneering device that paved the way for modern tools like the Dyson, since they’re both about convenience + multiple uses with one tool — since you can use it to both straighten and curl. The young audience on social media is discovering more of these at vintage + thrift stores, hence the resurgence.

BUSINESS: AG1 SCOOPS UP $600M IN REVENUE IN 2024
While everyone else was busy launching product after product across every sales channel imaginable, AG1 took this wild bet on doing just one thing really well - their signature green powder, sold directly to consumers. They've grown from $160 million in 2021 to an expected $600 million this year, all with that same single product. Their new CEO, Kat Cole (who has this amazing story of going from waitress to running huge brands like Cinnabon), brought in this cool concept called the "Hot Shot Rule" - basically asking yourself "What would someone I admire do to make things better?" and then actually doing it within 24 hours. They're constantly tweaking their formula (over 50 times since 2010) and are finally dipping their toes into retail in 2025, but in this super thoughtful way - starting with spots like high-end airports and premium fitness centers.

Instead of our usual social media catch-up, we wanted to share a few of our favorite articles throughout the year!