This recent article at Fast Company takes a look at the many ways that more fashion and beauty retailers—whether Anthropologie, Neiman Marcus, Urban Outfitters, Madewell, Nordstrom or Barney’s—are moving aggressively into the wellness space. “I wouldn’t call it a trend,” argues Karen Ballou, CEO of organic skincare brand, Immunocologie. “I don’t see us ever going back.”

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