💌 sunburnt makeup, layering (without looking bulky), garlic basil brown butter pasta

TODAY IS MONDAY, JANUARY 13

WHAT TO EXPECT

• stories: Athletic Brewing’s marketing for nonalc beer, sunburnt makeup, layering season
• this week’s read: The Seven Husbands of Evelyn Hugo
• recent articles: how to achieve the quiet luxury style under $100
• quote: on style
• add to cart
• recipes to try: 20 minute garlic basil brown butter pasta

BUSINESS: ATHLETIC BREWING’S MARKETING FOR NONALCOHOLIC BEER
Athletic Brewing is kicking off the year with its bold “Athletic January” campaign, challenging the typical “dry” take on Dry January by adding fun and joy to the mix. Chief Marketing Officer Andrew Katz highlights how the effort targets health-conscious Gen Z and millennials, leveraging growing trends of alcohol moderation. With a full-funnel media strategy including TV ads, influencer collaborations, and community sampling events, the brand aims to make choosing Athletic an obvious, stigma-free choice for nonalcoholic beer. This campaign builds on Athletic’s rapid growth since 2017, where it now claims a fifth of the NA beer market. Katz views competition from big-name brewers as a boost for category awareness, emphasizing that Athletic’s approach goes beyond the wellness niche, connecting with diverse audiences through partnerships with Netflix, country singer Walker Hayes, and more. Their mission? To normalize nonalcoholic beer as a mainstream option for anyone, any way they play.

FASHION: IT’S LAYERING SEASON
We’re in the midst of winter and most places, layering is key. The difficult part of layering is doing it in a way where you don’t look bulky. Mastering the art of layering with three essential components: a snug base layer for insulation, a cozy middle layer for added warmth, and a protective outer layer. Cashmere, silk, merino wool, and alpaca are standout fabrics that balance warmth and style beautifully. Experts also suggest clever hacks like fleece-lined tights under wide-leg pants and compression leggings to keep the chill out. While velvet adds luxe texture to any look, alpaca is a hidden gem for warmth without weight. With smart fabric choices and strategic layering, anyone can conquer winter’s worst while staying effortlessly chic.

NICHE: SUNBURNT MAKEUP IS A THING
Beauty enthusiasts have deliberately began creating a flushed, “just-spent-the-day-in-the-sun” look when putting on makeup. Unlike traditional blush application that focuses on the apples of the cheeks, this technique involves sweeping bright pink or coral blush across the nose bridge and extending it outward onto the cheeks, mimicking the natural pattern of a mild sunburn. The look is normally paired with minimal eye makeup, if any at all, and a hydrated lip to maintain that fresh, summery day aesthetic. While it might seem counterintuitive to recreate something typically avoided in skincare, especially with the current cold weather, the trend celebrates the youthful glow and aims to have you looking glowy in the cooler months.

The Seven Husbands of Evelyn Hugo is a heartbreaking yet beautiful tale of a woman navigating a scandalous life, full of old Hollywood glamour + drama. From making her way to LAA in the 1950s to her decision to leave show business in the ‘80s (& of course, the seven husbands along the way, Evelyn unspools a tale of ruthless ambition, unexpected friendship, and a great forbidden love.

ON STYLE: Style is a way to say who you are without having to speak. — Rachel Zoe

Your personal style is truly all yours; it is exactly what you make of it and also an expression of your feelings. If you’re feeling down one day, you may reach for all black or perhaps extra color to cheer yourself up. A lot of times we see someone dressed a certain way and when attempting to mimic it, realize that we actually aren’t a fan of the way it looks on us. This could be due to the fact that individual has mastered their look for their body, not yours, or simply because it isn’t your style after all.

🧼 a cleanser with Vitamin C may be just what we need

🐻 add an oversized brown sweatshirt to your wardrobe

🏷️ the cashmere cardigan of dreams and it’s on sale