Working in fashion journalism isn't always pretty.

The brand is leveraging its first women’s fragrance launch in four years – called Carat -- to promote an idea of being both classic and cool for millennials.

Like many other retailers -- Zara, Banana Republic and Gap, for example -- the mass retail brand is latching onto the beauty boom through perfume.

Benefit specifically is looking at its partnership with PBteen as a “test bed” for what other lifestyle areas it can expand to, in addition to introducing itself to Gen-Z customers who have yet to engage with the 40-year-old brand.

The store will offer appointments with nutritionists, a smoothie and tasting bar and demonstrations by chefs, plus a monogramming service for the brand's water bottles to offer a more personal touch.

The quiz requires customers to answer a series of questions related to mood, personality and style that lead to a final result – one of 300 possible fragrances made from a combination of 26 scents.

For Origins, it represents the first brand in the Estée Lauder Companies portfolio to create a cannabis product and is also the first premium brand to do so.

E.l.f went public in 2016 but has since suffered a steady decline in share prices, which are down 40 percent since the start of the year. Earlier this year, the brand also said it expects growth to slow to 6 to 8 percent this year, down from 18 percent in...

It may be the end of New York Fashion Week, but designers recently taking the helm at brands just made their debut.