Anti-cellulite & Elasticizing Collistar Superconcentrates
Collistar introduces two body superconcentrates that will elevate your skincare routine like never b...
Ninja launches outdoor summer must-haves
Get your garden furniture, lounge set, and swimwear out from under the dust because summer is just a...
Lingadore launches FW24 Lingerie Collection
From timeless to bold to glamorous styles: LingaDore unveils the FW24 Lingerie Collection, featuring...
New in @So: PAIR-A-DICE
With 25 years of experience in the styling world, So friend Famke Mesman has developed a distinctive...
New @ So: Bio Lash
Bio Lash has a mission that goes beyond just improving eyelashes and eyebrows. Behind this brand is ...
Lyko Beauty Games
Welcome to a night of glamour and competition at the Lyko Beauty Games! Hosted in the for the occasi...
Now represented by So: Cosmetic doctor Dokter Frodo Gaymans
Drs. Frodo Gaymans, owner of Kliniek Dokter Frodo Gaymans, is a father of 3 and a leading expert in ...
Livera receives sustainability certification from Thuiswinkel.org
Livera is one of the first webshops in the Netherlands to receive the sustainability certification f...
Rozan Zonneveld Crowned Hairdresser of the Year at the 2024 Coiffure Award
Last Sunday evening, May 12th, the hairstyling industry’s brightest stars gathered for the ann...
De’Longhi: A Perfetto day @So Studio
Italian pastries, pizzas from a van, our very own fountain to make a wish, Brad Pitt being his pictu...
New in @So: Annadiva
Mariëlle van der Loo, the creative mind behind Annadiva, underwent years of frustration and insecur...
2024 Coiffure Award Nominees Announced
For 32 years, the Coiffure Award has been the premier event in the hairdressing industry. Internatio...
New @So: Sorelle
At Sorelle, the Italian word for “sisters”, everything is about simplicity. The founders, two si...
Authentic Beauty Concept Announces New Face: Camille Razat
After their collaboration with Peggy Gou, Authentic Beauty Concept announces its captivating partner...
New in @So Mondaine
The family company Mondaine is a Swiss clock and watch brand with roots as early as 1944. The classi...
Floris van Bommel: The Flapper sneaker
At the end of January, Floris van Bommel conducted a crowd design on social media, involving his fol...
New in @So: Sunday Natural
Sunday. The symbol for rest and rejuvenation, a time for healing and recovery. Inspired by the purit...
Jasper Suyk launches Dear Future Me,
Katja, Holly-Mae, Loiza, Jessie-Jazz, Kim, Geraldine, Lauren, and Jennifer, literally and figurative...
New in @So: Björn Axén
In 1963, Björn Axén returned from Paris, trained by the legendary Monsieur Alexandre, and opened h...
Sparkling x Quinty Trustfull: the Hidden Gem Collection
It is not difficult to understand why this is the perfect match (hint: they both *sparkle* like no o...
Brad Pitt & De’Longhi continue their adventure
From 2021 to the present day, the De’Longhi brand has strengthened and enhanced its reputation as ...
New in @So: Spanx
“I’ve given up on panties and only wear Spanx.” – Oprah Winfrey Spanx Founder Sara Blake...
So Drops, a So PR production
Long time So friend Anna Nooshin came and fired rapid questions, the De’Longhi coffeecorner looked...
Elisabetta Franchi fashion week report
How the Dutchies ruled Milan… Milan Fashion week. A fashionable spectacle where the crème de la c...
Oilily: 60 years of color, creativity and innovation
In 1963, the then 25-year-old Willem ‘Olly’ Olsthoorn and his 23-year-old wife Marieke d...
Julia Veer is the new Grazia columnist
In the ever so busy world of beauty and skincare, there are many products that rise and fall. Yet, e...
King Louie introduces the first circular collection
Sustainability and environmental preservation have never been as crucial as they are today. As the f...
Elisabetta Franchi shoots with Stella Maxwell, Carine Roitfeld and Sebastian Faena
In a romantic palace that embodies allure and Parisian charm, Elisabetta Franchi shot the Fall-Winte...
New in @So: Current/Elliott
Current/Elliott, or better known to fashion insiders as the creator of The Boyfriend Jean, was broug...
Breaking news: Steve Madden x RVDK Amsterdam Fashion Week collab
Steve Madden will be sharing the spotlight with Dutch designer Ronald van der Kemp for the 2023 edit...
Spotted: The LaDress tram
Rolling through the hottest streets of Amsterdam, the unmistakable LaDress tram has made its grand a...
Mermade Hair x Olcay Gulsen Beauty Glam Room
Lights, camera, action! The highly anticipated Barbie movie premiere was an event like no other, cel...
New in @So: Something Borrowed
From Jacquemus to Zimmermann and from Prada to Charo Ruiz. Something Borrowed offers a growing selec...
Clay And Glow wins Pure Beauty Global Award
The Pure Beauty Global Awards gives brands the chance to stand out in the busy beauty market and bui...
New in @So: HANRO
QUALITY, THAT YOU CAN FEEL ON YOUR SKIN. For more than 130 years, HANRO has been producing high qual...
Behind the scenes: our Next Gen event
In the fast-paced and ever-evolving world of fashion, networking and nurturing relationships are vit...
So invited: Isle of Paradise to our HQ
Dive into the paradise of PR! This in-house event at our So PR tearoom brought the vibrant world of ...
MermadeTM x BarbieTM
Mermade Hair goes #barbiecore The dream of all dream collaborations, Mermade Hair™ x Barbie&#...
A recap: So Beauty Drops in-house beauty event
We connected with old and new friends, met people for the first time, introduced brands to press, in...
