The Indicator | April 24th, 2026

Ulta Beauty is using Google Gemini for two new AI initiatives: making products shoppable in Google Search’s AI mode and the Gemini app, and launching ‘Ulta AI,’ a Gemini Enterprise-built personalized shopping assistant for its own website and app. (WWD)

Fragrance company Parlux attributes its growth to a selective partnership strategy emphasizing cultural relevance and authenticity. Successful celebrity lines, including Billie Eilish, Drake, and Paris Hilton, a blend of high-quality products and star power, achieved through collaboration with highly invested founders. (WWD)

Hollister, Aritzia, and Lush are transforming physical stores into “third space” destinations for Gen Alpha, who seek in-person experiences and community. Retailers are using events, interactive features, and better amenities to boost dwell time and future-proof their business. (Marketing Brew)

Uber has added a retail returns feature to its Uber Eats app, letting customers return eligible items from participating retailers for a fee. This expands Uber’s services beyond ride-hailing and food delivery, building on initiatives like Uber Connect and Uber Direct. (TechCrunch)

Partnerships with multibrand players remain vital to fashion brands of all sizes, but the rules of engagement have changed as the sector has come under immense strain. Brands are using strategic terms, like shorter payment windows, title retention, and collaborative markdown plans, to protect their financial health while supporting the continued success of their retail partners. (Business of Fashion)