{"id":897309,"date":"2026-04-06T09:22:29","date_gmt":"2026-04-06T14:22:29","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2026\/04\/06\/the-big-business-of-carolyn-bessette-kennedy\/"},"modified":"2026-04-06T09:22:29","modified_gmt":"2026-04-06T14:22:29","slug":"the-big-business-of-carolyn-bessette-kennedy","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2026\/04\/06\/the-big-business-of-carolyn-bessette-kennedy\/","title":{"rendered":"The Big Business of Carolyn Bessette-Kennedy"},"content":{"rendered":"
\n
\n

Can a nine-episode limited series really impact an entire season of shopping trends? Today brands are experiencing\u2014and chasing\u2014the \u201cCarolyn Bessette-Kennedy effect\u201d as a result of Ryan Murphy\u2019s Love Story<\/a>.<\/em> And in many cases, it\u2019s more pervasive than they could have prepared for.<\/p>\n

The FX series, based on the relationship between John F. Kennedy Jr. and Carolyn Bessette-Kennedy, ran from February 12 to March 26, 2026. In that time a cultural obsession with Bessette-Kennedy\u2019s minimalistic \u201990s style has taken over the trend cycle, with fans scrambling to hunt down her signature scent, go-to Levi\u2019s<\/a>, and tortoiseshell accessories<\/a>.<\/p>\n

\n

\"Carolyn<\/picture><\/span><\/p>\n

Getty Images<\/span><\/p>\n<\/figure>\n

Brands with an authentic connection to Bessette-Kennedy, including some New York City small businesses, experienced unprecedented surges in consumer demands for products touted as her staples. And other fashion, beauty, and accessory retailers found\u2014and stretched\u2014any viable connection to the style icon\u2019s aesthetic in attempt to get a piece of the pie.<\/p>\n

Love Story<\/em>\u2019s critics have pointed out<\/a> the bizarre nature of the all-consuming 2026 trends<\/a> based on the aesthetic taste of a famously private person<\/a>\u2014especially one who died tragically over 25 years ago. It\u2019s also worth acknowledging that the current public desire to emulate Carolyn Bessette-Kennedy<\/a> is the result of a fictionalization of her life. But the show\u2019s cultural impact over the last seven weeks, especially in beauty and fashion commerce, has been impossible to deny.<\/p>\n

Ahead, we spoke to retailers connected to Bessette-Kennedy about how sales, marketing strategies, and consumer interest have shifted in response to the Love Story<\/em> phenomenon.<\/p>\n

Glamour<\/em> previously reported<\/a> on the surge of first-time customers visiting C.O. Bigelow, the 1838-founded Greenwich Village pharmacy where Bessette-Kennedy bought her tortoise headbands. \u201cPeople on social media have really dug into her lifestyle\u2014where she shopped, where she would eat\u2014and have really explored us and discovered us through that,\u201d said C.O. Bigelow\u2019s marketing manager, Sarah Barnes.\u00a0\u201cIt\u2019s been a really insane, insane time for us.\u201d<\/p>\n

In addition to a viral social media moment and weekend crowds, the C.O. Bigelow team reported significant increases in demand for the French-imported Charles Wahba headbands. While the pharmacy had stopped sharing sales metrics when we spoke in March, Emily Sunberg<\/a>, the writer of culture-meets-business Substack Feed Me<\/em><\/a>, reported<\/a> that the store sold over six figures\u2019 worth of hair accessories in February alone, per C.O. Bigelow\u2019s chief operating officer.<\/p>\n<\/div>\n

\n
\n

\"Image<\/picture><\/span><\/p>\n

Lawrence Schwartzwald\/Getty Images<\/span><\/p>\n<\/figure>\n

Selima Optique<\/a>, the small luxury eyewear brand that made Bessette-Kennedy\u2019s signature oval sunglasses, reports a similar surge in Love Story<\/em>\u2013related demand. The brand still sells the Aldo<\/a>, the frames that Bessette-Kennedy actually wore, in addition to the Carolyn<\/a>, a larger oval model that many customers find more flattering. Last spring they added the CBK<\/a> (a similar made-to-order frame) to the lineup.<\/p>\n

Brand director Th\u00e9o Salaun tells Glamour<\/em> that he first learned about the show when Ryan Murphy\u2019s props team visited the store to source sunglasses for Pidgeon.\u00a0The Aldo\u2014the actual model that Salaun says Carolyn Bessette purchased \u201cin every color\u201d when the line was sold at Barney\u2019s\u2014\u201cwas just slightly too small and didn\u2019t fit [Pidgeon] perfectly.\u201d The store provided the Carolyn frames that she wears in the show, as well as some period-accurate shades for Paul Anthony Kelly\u2019s JFK Jr.<\/p>\n

Since the premiere, \u201conline sales for the Carolyn and CBK have gone up 1,000%, and Aldo [sales] and Aldo [sales] went up over 2,700%, just looking at the Black and Auburn Tortoise [shades],\u201d Salaun says. An eBay representative also tells Glamour<\/em> that searches for vintage Selima Optique Sunglasses had increased by 990% year over year in February 2026.<\/p>\n<\/div>\n

\n

Salaun also reports a significant increase in foot traffic at Selima Optique\u2019s SoHo location, noting that since the majority of the in-store stock comes in small batches from a New York atelier and a French partner company, many new customers come in to try on the frames before ordering online. According to Salaun, the new customer base skews a bit younger: \u201cIt\u2019s been sweet to see. There\u2019s a lot of the West Village girls who want to see the stores that Carolyn was shopping at.\u201d<\/p>\n

Beyond her authentic accessories, Bessette-Kennedy\u2019s minimalist approach to \u201990s beauty has also seen a major trend resurgence. Take her alleged signature fragrance, for example: Abdul Kareem\u2019s Egyptian Musk Oil, a perfume frequently sold by New York city street vendors for under $20 in the \u201990s, was discontinued when its creator passed away.<\/p>\n

Fragrance brands have been quick to promote their closest offerings, but if you want the real deal, bottles are listed on eBay for up to $5,000<\/a>. And the demand is there: An eBay representative tells Glamour<\/em> that searches for \u201cAbdul Kareem Egyptian Musk Oil\u201d increased by 8,750% year over year from February 2025 to February 2026.<\/p>\n

\n

\"John<\/picture><\/span><\/p>\n

John F. Kennedy Jr. and Carolyn Bessette-Kennedy at the 2nd anniversary party for George<\/em>.<\/sub><\/span>Ron Galella\/Getty Images<\/span><\/p>\n<\/figure>\n

Countless cosmetic brands have also adapted to highlight products that channel Bessette-Kennedy\u2019s makeup choices\u2014fresh skin, minimal eye makeup, and the occasional lived-in red lip<\/a>. Bobbi Brown\u2019s Ruby lipstick and Bone eye shadow are frequently referenced as Bessette-Kennedy\u2019s favorites, although the Bobbi Brown team tells Glamour<\/em> that it is \u201cunable to comment on specific individuals or confirm product usage\u201d and notes that exact products she might have used are no longer available.<\/p>\n

Still, following Love Story<\/em>\u2019s premiere, the Bobbi Brown team reports significant increases in sales, search volume, and in-store inquiries for the Long-Wear Cream Shadow Stick in Bone<\/a> and Crushed Lipstick in Ruby<\/a>: \u201cNotably, on-site searches for Crushed Lipstick in Ruby have increased 600% year over year over the past month, with retailer sales increasing by as much as 286% year over year\u2014a trend that has continued as new episodes have aired.\u201d<\/p>\n<\/div>\n

\n

Beyond her makeup choices, Bessette-Kennedy\u2019s signature sunny blonde hair also dominated beauty trends during the run of Love Story.<\/em> The show\u2019s hair designer, Barry Lee Moe<\/a>, and hair colorist, Kari Hill<\/a>, broke down their exact process<\/a>\u2014using products and techniques from salon brand Schwarzkopf Professional\u2014to perfect Sarah Pidgeon\u2019s blonde hair color. The brand named the technique Foiled Cashmere and promoted it on social media<\/a> as an attainable salon request for clients hoping to emulate Bessette-Kennedy\u2019s look.<\/p>\n

It worked. The Schwarzkopf Professional team tells Glamour<\/em> that \u201cnew user registration on Schwarzkopf Professional\u2019s eAcademy<\/a>\u00a0grew by approximately 527%\u00a0in the five weeks after the launch of the Foiled Cashmere\u00a0certification course.\u201d Additionally, direct client inquiries about the technique increased by 45%, with more than 1,000 messages asking how to request the Foiled Cashmere treatment in salons.<\/p>\n

\n

\"carolyn<\/picture><\/span><\/p>\n

Lawrence Schwartzwald\/Getty Images<\/span><\/p>\n<\/figure>\n<\/div>\n

\n

American skincare brand Kiehl\u2019s\u2014which began as a New York City pharmacy\u2014also capitalized directly upon its connection to the Kennedy couple during the peak of Love Story<\/em>\u2019s popularity. The brand launched the Iconic Duo Kit<\/a> in March 2026, which reportedly paired \u201ctwo heritage products widely reported to have been favorites of the iconic couple\u201d: Cr\u00e8me With Silk Groom<\/a> (a lightweight styling cream) and Original Musk Eau de Toilette<\/a> (a unisex fragrance).<\/p>\n

Guillaume Monsel, head of marketing at Kiehl\u2019s US, tells Glamour<\/em> that the brand\u2019s implication that these two products were purchased by the couple \u201cwas confirmed directly by the American Love Story<\/em> production team,\u201d who he says \u201cidentified both individuals as fans of Kiehl\u2019s as part of their historical accuracy research.\u201d Monsel also says that a former anonymous Kiehl\u2019s employee \u201crecalls helping to select products including Cr\u00e8me Wth Silk Groom as part of her and JFK\u2019s grooming routine during the 1990s.\u201d<\/p>\n

It turns out the mere mention of the couple was enough to entice customers. \u201cSince the release of Love Story<\/em>, Kiehl\u2019s has seen a 159% lift in site traffic to Cr\u00e8me With Silk Groom and a 86% lift in site traffic to Musk Eau de Toilette Spray,\u201d Monsel told Glamour<\/em> in mid-March.<\/p>\n

Monsel also says that the brand\u2019s decision to promote the stand-alone products as an Iconic Duo package was an \u201can agile strategic response to the organic surge in interest for \u201990s minimalism stemming from a cultural moment.\u201d Recognizing the potential to leverage a period-accurate connection\u2014as opposed to the modern-day, \u201cget the look\u201d promotional strategy adopted by other brands\u2014\u201cKiehl\u2019s moved quickly to pair these products in a shoppable duo,\u201d Monsel says.<\/p>\n

\n

\"Image<\/picture><\/span><\/p>\n

<\/p>\n

Sarah Pidgeon wearing a Rollneck Sweater in Love Story,<\/em> Courtesy of FX<\/p>\n

<\/span><\/p>\n<\/figure>\n<\/div>\n

\n

Other powerhouse brands were less overt with their marketing choices. Bessette-Kennedy famously wore the J.Crew Rollneck sweater\u2014a 1988-launched cotton pullover that remains a signature style for the brand. Sarah Pidgeon was shown wearing a cream Rollneck in several episodes of Love Story<\/em>. J.Crew declined to share metrics related to increased consumer interest or Rollneck sales since the show\u2019s premiere.<\/p>\n

Rather than referencing Bessette-Kennedy directly, J.Crew used the tagline, \u201cA Rollneck for Every Love Story<\/em>\u201d to promote the piece on social media. On Instagram, the brand shared photos<\/a> of vintage catalog ads for the sweater. The brand also circulated a shoppable Instagram ad featuring a folded cream Rollneck, a tortoiseshell headband, and oval sunglasses\u2014undisputed CBK signatures\u2014with the same Love Story<\/em> tagline.<\/p>\n

\n

\"Image<\/picture><\/span><\/p>\n

<\/p>\n

Courtesy of J. Crew<\/p>\n

<\/span><\/p>\n<\/figure>\n

\u201cFrom my perspective, the renewed interest in the Rollneck has felt incredibly organic\u2014it\u2019s a reflection of how timeless, well-designed pieces naturally find their moment again,\u201d says Olympia Gayot, creative director and head of design\u00a0for J.Crew Women\u2019s and Crewcuts. \u201cThe way it\u2019s being shown today is intentionally understated, with subtle nods to that classic, effortless East Coast sensibility. I\u2019m always drawn to style that feels personal and instinctive, and that\u2019s very much the spirit of how the Rollneck is being worn now.\u201d<\/p>\n

Plenty of brands with no affiliation to Bessette-Kennedy or Love Story<\/em> have executed bold promotional strategies inspired by her aesthetic\u2014some even controversially asserting which of their products Bessette-Kennedy \u201cwould have\u201d loved in 2026. But many shoppers continue to prioritize authenticity, seeking out the vintage styles she actually favored.<\/p>\n

\u201cAs Love Story<\/em> took over feeds and screens in February, CBK-inspired style followed suit\u2014global searches for the [CBK-related] terms surged,\u201d an eBay representative tells Glamour.<\/em> In addition to the staggering search volume for Bessette-Kennedy\u2019s discontinued signature scent, eBay shared that searches for second-hand J. Crew Rollneck sweaters increased over 100% year over year from February 2025 to February 2026. \u201cIn February 2026, global eBay users searched for Calvin Klein more than 3,600 times per hour,\u201d the retailer\u2019s representative says. Representatives from Calvin Klein did not respond to Glamour<\/em>\u2019s inquiries about Love Story<\/em>\u2019s impact on current business.<\/p>\n<\/div>\n

\n
\n

\"Image<\/picture><\/span><\/p>\n

Lawrence Schwartzwald\/Getty Images<\/span><\/p>\n<\/figure>\n

Bessette-Kennedy\u2019s signature style is lauded for its timelessness. Yet in 2026, both brands\u2019 and consumers\u2019 response to Love Story<\/em>\u2019s popularity has been swift and all-consuming. The so-called CBK trend emphasizes basics, quality, and minimalism. But the response has felt much more in line with our social media-driven, ever-changing trend cycle than the period it seeks to emulate.<\/p>\n

Grace McCarty is the associate beauty editor at<\/em> Glamour.<\/p>\n

\n<\/div>\n<\/div>\n

Grace McCarty
Read More<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Can a nine-episode limited series really impact an entire season of shopping trends? Today brands are experiencing\u2014and chasing\u2014the \u201cCarolyn Bessette-Kennedy effect\u201d as a result of Ryan Murphy\u2019s Love Story. And in many cases, it\u2019s more pervasive than they could have prepared for. The FX series, based on the relationship between John F. Kennedy Jr. and<\/p>\n","protected":false},"author":1,"featured_media":897310,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[378,761],"tags":[8652,10598],"class_list":{"0":"post-897309","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"category-carolyn","9":"tag-business","10":"tag-carolyn"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/897309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=897309"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/897309\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/897310"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=897309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=897309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=897309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}