While social media has been associated with making people feel worse about themselves, most Britons are happy with how they look. Where aspirational beauty messaging was once the norm, brands looking to resonate with customers may be better served by championing a natural look.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

Adverts for beauty brands often depict models with flawless, glowing skin, but there's a growing demand for more realistic representations on-screen and in the media. So skincare brand Cetraben has pledged to only use models with skin conditions such as eczema or psoriasis in its images.

As people eschew harsh ingredients in their skincare routine and learn more about what’s best for their skin, they’re embracing a new title: the skintellectual. With Americans filling their medicine cabinets with science-backed lotions and potions, how is the face of skincare changing?