In a beauty market obsessed with newness, younger labels often have the advantage. But a set of older brands are doubling-down on their legacies via retail spaces, redesigns and reeducation to secure future growth. In today’s fast-moving beauty market, a heritage brand could be 21 years young, as evidenced by makeup label Hourglass’ new aesthetic era. Evoking heritage is also synonymous with investing in storytelling — via new spaces, refreshed branding or education initiatives. Other brands,