Chronicles of a girl who consumes a lot pt 4
What's been stimulating my senses lately
Hi? Idk why I always feel shy starting this off but we’re here today to bring you—all the lovely things my eyes (and other senses) have been blessed by over the past few months since I last gave a round-up. From campaigns, to new launches, to pop-culture news and more—let’s get into it.
Studio Bonita’s Summer Collection
This one pleasantly surprised me. Besides the gorg pieces, what actually stood out to me was the storytelling. I think I saw the founder share on her stories, that their shoot location got canceled 24 hours before the shoot and they had to pivot (as a brand girl myself, I feel this in my heart and soul). The final location looked so perfect—you’d never guess it wasn’t their original plan. I’ve been thoroughly enjoying the rollout for this collection and LOVE the colour ways as well.
The way this campaign has been itching a part of me I can’t even begin to describe. It’s the details—first, the butter yellow (because duh? It’s the colour of the year). The hair towel, the shoot location, the branded cones, the milk carton?? Are you kidding me! Everything just comes together so naturally. I love how their content feels and looks exactly like their target audience. Also, using Ms. Holskea for the launch is just the cherry on top. Talk about effortless in a person.
Eadem’s Le Chou Chou: Guava Fresco
I deeply, DEEPLY admire what they’ve done with this. Right in time for summer as well. The creative direction and visuals! The ‘guava pink’ & green & silver’ palette is such a delicious combination. The amount of storytelling that has gone into this: the fusion of Asian and African heritage, and the African storytelling? ✅ It just makes so much sense because this is so true to their brand ethos at the end of the day. And everything just feels so FUN (can we bring this back?).
Shortly after, noticed Summer Fridays launching a new guava lip balm as well. It seems guava is the fruit of the season? Sephora trend forecasting definitely had a hand in this, I assure you.
The MET
So many thoughts about this one, but I think this was the first MET carpet I’ve been interested in in a while. The main questions I kept asking were—where is the colour? The dandy isn’t dandy-ing like it should. Where was Tyler the Creator when I needed him? Where was Taylor Russell?
Interesting though, seeing the African designers and influences on the carpet as well. Ayo’s look was one of my faves—especially as an Edo babe myself. Could she have given more? Maybe. But I appreciate the story behind it, and come on, it’s Ayo.
I also enjoyed the wider commentary, especially around the African designers. I was stationed on
insta stories. A major thought she left me with: “Who do we define as an African designer?” and how important it is to understand what it means to be an African business. Key word being ‘business’, so the question to ask is—whose economy are you contributing to? You have your answer there.These were some of my favourite looks of the night.
Social Shows
Tower 28’s The Blush Lives of Sensitive Girls was a good one.
Loved Supergoop’s starring Liza Koshy as well.
Glossier’s Espresso Balm Dotcom Launch
First, I’d like to state the missed opportunity in not having Ms. Sabrina Carpenter star—or at least feature—in this campaign. I can acknowledge there may have been reasons why it didn’t happen, but I hope someone on the team at least brought it up.
Still, I enjoyed this so much. I know this is true because not a lot of Glossier catches my attention these days. Loved the choice of Quen starring in this—she played the role perfectly.
The “Say I Do to Thicker Hair” concept is just pure genius. Hats off to the team. The wedding cake incorporation and special cake mailers to influencers? A wonderful moment.
Kylie Cosmetics Hybrid Blush – Love the imagery. I’m actually a fan of their marketing but I feel like it’s lacking the impact for the level of effort I know is going in. Kylie isn’t getting the same hype she once did, and it makes me wonder—maybe her era is over?
She was a key figure in the 2016/2017 makeup boom, hence the success of Kylie Cosmetics (Remember the lip kits?) But in today’s landscape of less is more, Hailey’s Rhode, Selena’s Rare—it feels like she’s struggling to bounce back. She’s rebranded for sure: less makeup, less filler, but it still isn’t hitting the same.
Maybe it’s time to go back to the drawing board—but honestly, she’s probably still making the sales. The product seems to work too (Seen a lot of Skin tint reviews on my fyi). She just doesn’t have cult status anymore, and it doesn’t feel like she’s trying to reach for it either. So maybe the question is: does she even want to take over the market again? And if not, that’s fine too tbh.
Merit will always be one of my faves—and for good reason. Their launches typically start with an archive wipe on Instagram, followed by their signature moodboards. This SPF launch followed the same formula but still felt fresh.
The “uniform” messaging aligned perfectly with their essentials philosophy. Having Recho from the Cutting Room Floor (whose commentary on fashion and culture I always pay attention to) speak about her personal uniform was perfect. Then came Charlotte Palermino—who has strong professional opinions about SPF—reviewing the product which was a perfect sell. .
breakdown of her own uniform philosophy.
The collab with Brooks Brothers for the perfect white button-down.
The launch event. The clothing/lifestyle world they built this world on.
They hit every single channel and absolutely nothing was left on the table.
Rhode’s Big Moves
The ELF Beauty acquisition. Felt like a million things at once, but it really caught my attention. First, it reminded me how much I don’t know about the acquisition world—but this, plus the Topicals/Bread acquisition, has me intrigued.
When do you know it’s the right time to sell?
How do you know who to sell to?
What does the business look like post-sale?
So many questions. But back to Rhode: to do this within 3 years of launch? Wild. It’s a big win for them and ELF. Hailey is a huge cultural figure right now, and she embodies the audience most beauty brands want to reach.
Rhode at Sephora. Direct-to-consumer sales alone have been massive. With retail support? It’s only just beginning.
This was a strong move that really positions Olamide as the mogul she is and wants to be. I could tell something was up from the teaser BREAD released about their rebrand—it felt like Topicals had a hand in it.
Only to see the acquisition news drop days later. Love the idea. Makes so much sense for Bread to have that kind of backing—it gives them room to grow, especially in the West.
But the rebrand was giving Topicals hair brand. Based on Bread’s original aesthetic—neutrals, pastels, softness—that shift to a darker tone felt jarring. I thought it was just me until I saw the comments under their posts.
They’ve since started returning to their lighter visuals. Wondering if they listened to the community or if that was the plan all along?
Reading
The Kindred Curse Series
Cured my reading slump. Gave me that spark that only A Court of Thorns and Roses, These Infinite Threads, and Lightlark have managed to. Highly recommend all of them.
Fearless by Lauren Roberts
I was so excited for this, but honestly, I’ve had to put it down quarter of the way through. Love the characters and the world, the first two books were amazing. This whole love triangle involving the MC’s brother? Too much for me—I had to pause. I’ll pick it back up eventually (hopefully).
His House, His Presence by Michael Miller
This has been on my TBR for years and I finally got it as a gift. Such a great read so far. I’ve always loved UPPERROOM—sermons, podcasts, music—and this book dives into the beginnings of the church. The focus on the individual and how God's work in one life became what we now know as UPPERROOM. It’s been convicting, challenging, and so revelatory.
The more I heal, the less ambitious I become by
Ambition and I have always had a very interesting relationship. I wouldn’t describe myself as an “ambitious” person—whether that’s nurture or nature, I’m still not sure. But this post, plus a conversation with a friend, helped me see that I wasn’t wrong for feeling that way.
Nadia graciously reminds me that I have absolutely nothing to prove. Climbing the corporate ladder? It can miss me. Hustling? It can miss me too.
Some might say this mindset comes from a place of privilege—and maybe it does. But as for me and my house? We must have a regulated nervous system and the well-balanced mind Scripture talks about.
Watching
Emma’s vlogs—especially her recent birthday one—healed something in me. As someone who also struggles with how to feel about birthdays, it was weirdly wholesome.
The Cutting Room Floor
All the Steve Madden discourse has been delightful. The Morgan Stewart crossover! It’s sending me that I no one around me gets this ! Before I was chronically online, I was obsessed with E!—specifically Rich Kids of Beverly Hills. So seeing Morgan again on my FYP felt like a full-circle moment.
Listening
The Perrys are sooo back.
Jess Koulianos + Steff Gretzinger = always a yes.
Redefining “Made in Africa’ from the BOF pod – love seeing African voices on the global stage, especially in conversations about the continent. So many thoughts on this, but for now—listen to the episode.
Apparently beauty is in its flop era. Learned about the “lipstick index.” So many nuances to this entire discussion. The title was definitely clickbait-y, but I get where the idea is coming from especially with the USA’s trend focused culture.
Thinking
About so many different things I’m still trying to grasp and articulate. One major thing though is I’m realising how I can trust God with ‘me’. His word is true and has never been exaggerated. Everything He says, He means—and it’s mine for the taking. Not something to strive for, but something I can just receive. Things are a lot more simple than I think. Rest is possible.
Peace and joy aren’t things to perform your way into.
My conclusion from reading this is I need to visit Nigeria and have a coffee with you 🤧 so good!
Loved reading this as always. Thank you for sharing Jo!