When Canned Water Out-Beautied Beauty: Collabs That Break Category Rules
Most beauty collabs are paint-by-numbers: beauty brand + beauty influencer + predictable launch calendar + perfectly safe content. Everyone looks good. Nobody remembers it a week later. Then a canned water brand that markets to mosh pit enthusiasts teamed up with a mass‑market beauty darling and quietly rewrote the playbook. This is the story of […]