A NOTE FROM ME
New week, new vibes... I’m intrigued by how to make things beautiful — whether it’s a physical space or online, anything from a carousel post to my writing. This week, I challenged myself with cutting videos. It’s interesting how much brain power it takes — I’ve spent a day on a 15-second clip template. But I’d rather spend my time learning than not, especially since I’m so hands-on with everything.And on that note, today we’re talking about CYKLAR, which I feel like is the Gen Z version of The Body Shop.
THE ONE TO WATCH
CYKLAR
Probably a little repetition from last week’s article about Ciggy’s, but CYKLAR, to me, is another example of what happens when you look at an existing category and ask: how would we do this today? They took something familiar, refreshed it and made it feel modern, chic and sexy. And it seems to be working — CYKLAR is estimated to sell $70 million worth of product this year. So, why is that?
Via Instagram @cyklarofficial
Your boyfriend is using it too.
ABOUT
A body care brand founded by Claudia Sulewski — The American brand debuted in 2023 and has quickly become one of body care’s rising names. After relaunching in late 2024, CYKLAR expanded into Sephora, with 2026 sales now estimated to reach $70 million (WWD, 2026)
Beyond his & hers — The unisex collection spans body washes, creams, oils, exfoliants and fragrance, pairing skincare-focused formulas with sensorial textures and scents designed to be worn and enjoyed by anyone.
Why their POV matters — Body care used to be the supporting act of beauty. CYKLAR treats it as a category worth obsessing over in its own right, bringing the branding, desirability and attention once reserved for facial skincare into the everyday shower. It’s a reminder that even the most familiar categories can still be reinvented. The face had its moment. Now it’s the body’s turn.
Via Instagram @cyklarofficial
Soap girl since day one
Did you know Claudia used to sell handmade soap at school? Honestly, she’s been in her soap era for a while. Such a full-circle moment considering what she’s building now. But there’s something else about that story I like: CYKLAR isn’t just a branding exercise. And yes, I’m usually the first person to talk about packaging and branding, but to me, product quality and company mission matter just as much. That’s something Claudia has been pretty vocal about too — the product has to actually be good!!
My three thoughts on Cyklar
01 — “Basic Product”, Hot Outfit
I love the attention to detail with the colours, shapes and typography. In a crowded category, finding a colour and type treatment you can actually own is such an easy way to build recognition. Their deodorant is probably my favourite example — it looks unlike almost anything else on the shelf. And somehow CYKLAR has me wanting a soap on a rope?! That’s the power of building a world around a product. Sometimes the vibe really does sell it first.
02 — Cocktails are for men too…
I always wonder why there’s such a heightened focus on masculine scents for men and pink packaging for women. Most brands are afraid to cross that line. For CYKLAR, it’s in the DNA — and to me, another way the brand pushes culture forward. What I find interesting is that for everyone hasn’t translated into for no one. It still has personality. The same goes for age — not young, not old, the vibe is just the vibe. Maybe you don’t need to define your customer quite as tightly as every marketing deck tells you to.
03 — Maybe virality has a budget?
Claudia has been pretty open about what helped CYKLAR grow (in this interview): a genuinely good product and putting real budget behind PR. I love how unromantic that answer is. We tend to look at brands that suddenly seem to be everywhere and assume they caught some kind of cultural lightning. But maybe “organic” popularity is sometimes a little less organic than it looks. Good product creates the word of mouth. Budget gives it a microphone.
Via Instagram @cyklarofficial
I’m definitely excited for CYKLAR to launch in Europe. It feels like the perfect little splurge on yourself or a gift for someone you love. It’s sexy, and I love that across all the products. I also honestly appreciate that I don’t have to think, is this product for me? My boyfriend is constantly borrowing my hair products, for example, as if that should be a girly thing. Self-care is self-care.
TO FOLLOW
THIS OAK HOUSE
What started as a house renovation project turned into a home & living Instagram account. Does the vibe feel familiar? Yes — because behind it is Annie Meyers-Shyer, daughter of Nancy Meyers, the filmmaker behind some of the best rom-coms like The Holiday and Father of the Bride. Anyway, if you’re looking for some house inspiration, I’d definitely check out her account.
(edit: here is her recent AD interview)
SAVED
SOHO HOME
You know Soho House, the members’ club? Well, this is their interiors store. I find shopping for home so difficult, especially in Europe. There’s Westwing, Nordic Nest, Zara Home… but I’m always looking for something new and interesting that isn’t insanely expensive (questionable..). Then my Pinterest ads introduced me to Soho Home (thank you, algorithm). Maybe one for your saved folder too.
Via Website
Via Website
Via Website
Happy shopping! (And again, apologies for the questionable pricing...). Here’s the website.
ON MY MIND
200 VIEWS? GOALS.
If you’ve ever wanted to post but felt scared, I have great news:
a) no cares,
b) no one will comment and
c) you’ll probably get 200 views
(at least in my experience, haha).
But I kind of love that. You get to press post, realise nothing terrible happened, get better in peace and do it all over again. Somewhere between post no. 1 and post no. 50, the button just loses its power over you.
See you next week.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
The sexiest jeans brand currently out there.
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.