Pumpkin spice goes way beyond lattes now. It is candles, cookies, cereals, and basically fall in a cup. Starbucks might drop the PSL in late August (thanks for the early kickoff), but in this house pumpkin spice season starts on the first day of fall September 22.

Sweetgreen is proving it knows how to market a moment. By casting Love Island star Nic Vansteenberghe as the countryman of their dreams, the brand turns its autumn menu into more than food; it is an iconic campaign built on charm, culture, and seasonality.

Rhode’s move into Sephora shows the strength of smart brand building. With consistent storytelling and community driven marketing, the brand turned online buzz into cultural relevance. Now it is bringing that equity into stores where visibility, experience, and engagement meet.