Wellness is no longer a side quest – it’s the main story. As explored in our luxury issue, the concept of luxury is shifting from exclusivity to emotional, physical and sensory well-being. This shift is increasingly visible across sectors, including beauty. A recent example, the sensory-filled activation by YSL Beauty and PEAQ, a social wellness club in the Middle East.
The collaboration reflects how wellness is moving beyond traditional hospitality – embedding itself into daily routines, personal care, and beauty rituals.
“We weren’t interested in creating a branded moment for the sake of branding. The idea was simple: what if beauty was already part of your recovery? Not some
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