cementing the powdered tea's reputation as having the type of "cool-girl wellness aesthetic that Instagram eats up". From "elusive to everywhere", matcha is cropping up in just about everything ...

Matcha has become a total buzzword in perfumery. Here's what to know about its steady rise in the fragrance world.

While Starbucks usually has its drinks down to a science, there's one Iced Latte that baristas tend to get wrong on occasion.

On TikTok, over 964,000 aesthetic videos of the substance being whisked and poured sit under the matcha hashtag – with most videos made by designer-wearing influencers. Gwyneth Paltrow drinks it.

Making matcha — green tea that you fully incorporate, instead of steep, into water — can be a finicky practice. It all starts with creating the powder, a process that dates back to 12th ...