With over five million YouTube subscribers, 

 is leading a wave of male beauty ambassadors with video tutorials that provide sharp-tongued guidance while also promoting Star’s line of make-up products. Men are warming up to the idea that they can take control of their appearance, as brands like 

provide a solution for male pattern baldness with 100% human hair wigs and hairpieces. But being able to improve one’s appearance doesn’t come without its pressures; in the Middle East,

 compared to the rest of the world are getting rhinoplasty to meet Euro-centric beauty ideals.

Progressive attitudes held by Gen Z towards gender and diversity are driving brands to ensure that they’re inclusive in their values. Just 

 in the UK define themselves as totally masculine, while 60% of Zers will support brands that take a stand on issues they believe in regarding human rights, race and sexual orientation. Consequently, beauty brands are increasingly emphasising gender fluidity. For example, 

 is a body care brand that champions self-expression no matter your gender or sexuality, while British collective 

 is rewriting the script for femininity. And 

 Christmas campaign – fronted by trans model and activist Munroe Bergdorf – neutralises the very idea of gender in beauty with the title ‘MERR(Y) (X)MAS: Celebrate Without Chromosomes’.

Boasting millions of followers and a cosmetics line that frequently sells out within minutes of a restock, Jeffree Star is one of the make-up mavens transforming the beauty industry by diminishing the dominance of global brands and encouraging men to try on a little lipstick.

Jeffree Star Cosmetics: fierce faces for all genders

Despite the growing influence of social media, which often presents narrow beauty ideals, Gen Yers are feeling empowered to challenge gender norms. Girlswillbeboys is a collective that’s encouraging young women to feel confident and beautiful without a full head of hair.

Girlswillbeboys: defying beauty ideals with buzz cuts

Gen Zers in the UK are now taking body care as seriously as skincare. To fit into their detailed shower rituals, they’re looking for affordable, non-toxic, and sustainable products that – perhaps most significantly – deliver on their promises. So, how are brands adapting to attract this cohort?

What do Gen Z Britons want from body care?

Facing economic uncertainty and shifting cultural values, Germans are seeking affordable, high-quality beauty products that reflect their personal values. How are indie brands filling this gap with innovative, inclusive, and sustainable offerings?

How German shoppers are embracing indie beauty brands

L’Oréal’s three-year partnership with the Louvre will kick off with an immersive beauty-inspired tour. The collaboration speaks to desires on both sides to emphasise the links between art and beauty, highlighting an opportunity for the alignment between cultural and personal aesthetics.

L’Oréal x Louvre partnership combines beauty and art

The revival of Tom Ford’s Oud Minérale – and its move from the brand’s Private Blend collection to its Signature Line – taps into a desire for self-expression, little luxuries, and ‘smellmaxxxing’, even if on a budget. The scent draws fragrance fans and young men still forming their identities.

How Oud Minérale embodies the essence of personal luxury

At The Benemart, Benefit Cosmetics’ virtual shopping experience, people can shop, game, and socialise simultaneously. Brands continue to offer initiatives that blend the physical and digital world to engage shoppers, while also incorporating gaming elements to appeal to younger generations.

Benefit Cosmetics launches virtual shopping experience

Dubbed 'winter arc', a fitness trend aimed towards men is spreading online. Seeped in language and optics that push for self-discipline and productivity, the trend speaks to how body optimisation is quickly becoming viewed as a year-round form of self-improvement for men.

'Winter arc' trend pushes body optimisation in winter

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

Discothèque’s perfumes aim to capture the smells of infamous nightclubs from around the world, speaking to Gen Zers' nostalgia for more unfiltered days in a globalised context and ensuring an array of nightly touchpoints are captured.

Discothèque's perfumes smell like infamous nightclubs

TikTok is fast turning into an online shopping destination, and it’s reshaping the way we shop as a result. No industry has been more affected by this online retail revolution than the beauty business. How has ‘shoppertainment’ sent sales of make-up, skincare and hair care soaring?

How TikTok Shop is revolutionising UK beauty e-commerce

A-beauty is evolving, shaped by shifting consumer values around authenticity, sustainability, and inclusivity. From the rise of male grooming and cruelty-free products to the pushback against beauty fatigue, Aussie brands are responding with innovation and transparency to win over discerning buyers.

Why A-beauty’s ethical glow-up is going global

Glossier has launched a series of billboard and digital ads urging voter registration in key swing states ahead of the US election. As it becomes increasingly difficult for brands to dodge the crossfire of polarization, the campaign makes a case for doubling down on a clear brand purpose.

Glossier reaffirms brand politics in pre-election push

With tech integrations, shifting wellness priorities, and the increasing popularity of cosmetic enhancement, oral care is getting the luxury treatment. As demand for high-quality, aesthetically pleasing oral care solutions grows, brands are responding with gamified experiences and innovative products.

Why luxury oral care is America’s next wellness obsession

The perfume industry, while smaller than the broader luxury market, is growing nearly twice as fast, driven by innovations that merge fragrance with emotional wellbeing. As people increasingly prioritize self-care – reflected in the rise of wellness spending and a greater focus on beauty – fragrance is evolving into a key player for ‘scentsational’ mind-body connection.

Why fragrance is the new quiet exclusivity in the US

Gen Z’s Y3K aesthetic envisions the year 3000 through the nostalgic lens of Y2K retrofuturism, offering Gen Zers a new way to express themselves. Brands can respond by matching their desire to experiment with identity and blur the lines between the old and the new, the digital and the physical.

How Y3K became Gen Z’s futuristic fashion frontier

Changing norms around male grooming, new-age body ideals and cosmetic advancements are causing an uptick in men seeking six-pack surgery. Grappling with new pressures around appearance and status, surgical treatments are seen as the quick-fix path to self-improvement for a growing number of men.

Body dissatisfaction leads men to undergo ab-sculpting

As people’s suncare needs have changed,  established and emerging brands have evolved to keep up. While there are more sun protection offerings than ever before, gaps in the market remain: how can brands fill them and what does achieving and maintaining success in the suncare space look like today?

How suncare is glowing up

TikTok Shop has launched the UK’s first-ever Super Brand Day with L’Oreal Paris, featuring a 12-hour live beauty shopping event streamed at Piccadilly Circus. In a social shopping era, live streams have become a hub for community engagement centred around shared interests and product placements.

L'Oreal Paris' 'Super Brand Day' courts social shoppers

Glossier has launched its first 'athlete-proof' lip gloss in partnership with the WNBA. As the beauty sector continues to intersect with the world of sports, niche brand collaborations will be crucial in re-framing outdated biases around beauty and building products that adapt to the needs of all.

Glossier and WNBA deepen make-up's place in sport

A viral trend sees users deconstruct their overnight self-care routine in a bid to wake up looking their best. As beauty and wellness rituals gradually merge, people are taking a more integrated approach to personal care, but experts urge that some extreme measures may fuel harmful beauty standards.

‘Morning shed’ trend signals beauty-wellness fusion

Dove may be known for its focus on doing good for women, but Greenpeace is drawing attention to its role in damaging the planet through plastic pollution. With people cynical about eco efforts, they're looking to businesses to hold themselves, and each other, to account.

Greenpeace campaign targets greenwashing from Dove

E.l.f. has announced Get Ready With Music: The Album, a 16-track release inspired by the 'get ready with me' trend. Crafting a soundtrack for beauty routines, the move taps into the deep connection people feel between makeup and music as tools for self-expression and community-building.

E.l.f original album merges worlds of beauty and music 

Body deodorants are transforming our approach to sweat and body odour in unexpected places, and demand for them is rising. Cultural shifts and open conversations are driving a shift to safe, multifunctional alternatives to traditional antiperspirants. How can brands navigate this space with empathy?

Why are people using more body deodorants?

Back-to-schoolers are booking 5 am natural glam makeup appointments for the first day of school. As teenagers and Gen Alpha increasingly spend on beauty products, this trend raises concerns about their priorities on aesthetics, driven by social media's influence on their self-image.

Teens are hiring back-to-school makeup artists

Dove has teamed up with tennis star Venus Williams to launch the brand’s first-ever beauty bar collaboration. As more women and girls engage in sports participation and fandom, brands have the opportunity to showcase their dedication by breaking down entry barriers through meaningful partnerships.

Dove taps Venus Williams to help girls stay in sports

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

Tapping into sustainable shoppers in Barcelona, Aesop has launched a new store built on recycled local materials. The brand aims to spotlight its commitment to circularity and sustainability while inspiring others to explore the creative reuse of materials within a unique retail and design experience.

Aesop's anastylosis-centred design targets eco shoppers

The retailer will be bringing over 1,000 stock-keeping units (SKUs) across 20 premium brands to its e-commerce platform. Appetite for high-end beauty shows no signs of slowing, and brands that are banking on accessibility will need to rethink their premium positioning to maintain allure.

Walmart Marketplace hones in on premium beauty

Cetaphil has launched the Gentle Exfoliating collection, which addresses the specific needs of 'Gen Zalpha' who want to exfoliate but have sensitive skin. As interest in skincare grows, brands are catering to Gen Z and Alpha by providing age-appropriate products and greater education about safety.

Cetaphil launches skincare line catered for Gen Zalpha

With a growing awareness of the need to create products for all skin tones and types, and as people increasingly look to take care of the skin beyond their face, NIVEA has created a bodycare range formulated for the specific requirements of people with higher levels of melanin in their skin.

How NIVEA is addressing the needs of Black skin

Forget outdated formulas, cheesy marketing, and questionable bluffs, REOME is embracing change to bring together beauty lovers’ passion for natural formulas and tech. Founded by ex-beauty director Joanna Ellner, the new-gen brand is creating botanical blends in a new and sustainable way.

Why REOME focuses on holistic skincare for beauty buffs

Are people’s perceptions of value changing? Will they still turn to beauty products during times of uncertainty? And how will China’s crackdown on live streaming affect beauty shoppers? Three industry leaders explore the key factors that will impact the beauty industry next year.

2025 Expert Outlook on Beauty

Operating in more than 30 countries and owned by LMVH, global beauty giant Sephora is committed to its mission to expand Sephora China’s emerging $70 billion beauty market. Led by seasoned business leader Xia Ding, the omnichannel retailer now has two Store of the Future touchpoints in China.

How Sephora China is ushering in a unique beauty experience

Balmain is making its mark in the prestige beauty space with its first perfume collection. As fragrances become the new expression of the lipstick effect, the brand is changing up the luxury beauty launch by side-stepping cosmetics and diving headlong into the world of perfume first.

Balmain’s beauty debut capitalises on fragrance boom

Chinese beauty shoppers are becoming increasingly price-sensitive, and higher-end retailers like Sephora are feeling the heat. After incurring losses, the brand announced job cuts to its workforce in China, reflecting an economic and purchasing downturn.

Sephora China job cuts reflect spending slowdown

Data has revealed that Gen Zers are 'too busy' to follow a skincare routine and that multi-step practices often fall by the wayside. As skin maintenance gets more complex, people are looking to reduce the number of steps taken and are choosing an ingredient-focused approach instead.

Gen Zers 'too busy' to follow skincare routines

By targeting a market that’s been ignored, but one with immense spending power, Made of More spotlights a group of women with significant needs – and the buying potential to match. It's giving Gen X beauty lovers the science-backed products they seek and boosting the visibility of this generation.

How Made of More rethinks menopause beauty for Gen X

Clean Beauty Action Network (CBAN) has issued an open letter to the FDA calling for a ban on toxic products in hair relaxers. As people adopt a holistic approach to hair care routines, they want brands to be transparent about product materials and create products made with their needs in mind.

Toxic materials in hair relaxer prompts urgent action

GLP-1 weight loss drugs are changing users’ skin, according to plastic surgeons across the US, pointing to unseen side effects from the still-novel drugs. With adoption poised to continue skyrocketing, a market may emerge for skincare products for GLP-1 users to treat these side effects.

'Ozempic face' reflects impact of drug on people's skin

Young people's beauty trends are becoming increasingly food-focused, with culinary-aesthetic-inspired online trends taking over the beauty world. As these aesthetics grow in popularity, brands are turning to unorthodox collabs in order to attract Gen Z and Alpha attention.

Beauty brands turn to food collabs for Gen Z appeal

Due to community feedback, The Ordinary is expanding into a new body care product category. The new line features affordable, ingredient-focused products. Building on its trusted reputation of straightforward education and accessibility, the brand has also found success on TikTok.

The Ordinary expands reach with body care on TikTok Shop

Chipotle has collaborated with Wonderskin for Lipotle, a so-called 'burrito-proof' lip stain, just in time for National Avocado Day. Unconventional collaborations are growing as a way for brands to get attention, particularly as Gen Zers lean into increasingly messy eating behaviors.

Chipotle unveils smear-free lip stain for burrito lovers

Athletes with eye-catching manicures have been driving fan hype at the Olympics. As people crave connection with idols, a new mode of sports fandom is emerging that celebrates both performance and personality. The evolution makes room for partnerships that platform self-expression among athletes.

Olympic manicures speak to shifting sports culture

Lasting damage to hair has long put people off using heat-based styling devices. Addressing this, Shark Beauty has released hair-drying products that focus on scalp health, marking a shift towards more holistic forms of hair care that align with shifting attitudes to beauty.

Shark Beauty focuses on scalp health to tap beauty fans

As sun protection trends on social media across Australia, Gen Z is becoming increasingly interested in sun protection and anti-ageing products. Ultra Violette appeals to Gen Z Aussies with its SPF-enhanced cosmetics, high-quality sunscreen, and awareness of social media skincare trends.

Why Ultra Violette protects Aussie skin through cosmetics

Cosmetic brand Tirtir has revolutionised K-beauty with its Mask Fit Red Cushion, achieving global fame through word-of-mouth marketing and influencer partnerships. The brand transcends borders and stereotypes by adapting to diverse beauty standards, customer feedback, and experiential desires.

Why Tirtir expands the shades of K-beauty globally

From dazzling veneers to discreet aligners, everyone seems to be on a quest for a million-dollar smile. But how exactly do Americans define ‘perfect teeth’? And what role does the US dental industry play in shaping grins – and subsequently making everyone's teeth look the same?

Why are Americans in pursuit of perfect teeth?

Visual references are an integral way that Gen Zers express themselves, with memes being a central language for humor, political engagement, and generally processing the world. Leveling up their love of absurdism, Gen Z is taking its penchant for post-irony to new levels courtesy of meme tattoos. 

Gen Z elevate their post-irony stance with meme tattoos

An enduring symbol has regained popularity in the mainstream zeitgeist over the last few years. What’s behind the renaissance of the horse girl and the rise in horse girl-related symbols and products across beauty, fashion, music, and even tattooing?

What's behind the rise of the horse girl?

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

Teen boys are embracing perms, adding texture and volume for a 'broccoli haircut' look. Initially met with skepticism and humor online, the trend has gained acceptance, reflecting a shift in masculinity norms by allowing boys to explore new hairstyles and self-expression.

Gen Z boys are embracing 'broccoli haircuts' 

REFY has ditched the traditional influencer brand trip for a community-focused Mallorca holiday for lucky customers. This shift towards rewarding loyal patrons reflects a growing trend in brand strategies, emphasizing genuine connections and relatable content over traditional influencer collabs.

REFY rewards loyal customers with community trip

With budgets squeezed, people are searching for simpler pleasures and smart life hacks. In the beauty space, that's driving growing interest in the power of sleep. Recognizing the growing value of sleep in beauty and self-care, Estée Lauder has released a set of nighttime products.

Estée Lauder targets sleep chic with night products

Ahead of the Olympics, Procter & Gamble has opened a beauty and grooming salon in Paris for athletes and their teams. As hair care becomes an integral step in people's everyday beauty routines, brands have the opportunity to create inclusive solutions for diverse hair needs and identities.

P&G caters to Olympic athletes with diverse beauty salon

TikTokers are embracing #underconsumptioncore, a trend that challenges consumerist habits by advocating the use of fewer products. Building on de-influencing, frugality trends are gaining popularity as people seek ways to cope with the ongoing cost of living crisis and environmental concerns.

Frugality TikTok trend encourages underconsumption

In a crowded market, CeraVe has sought to break through the beauty landscape by using humour to promote its products. As Gen Zers engage with entertaining and subversive ads, CeraVe's latest move to launch a soap opera aims to connect with younger audiences while educating them on skincare.

CeraVe uses soap opera clichés to connect with Gen Z

Method has launched a range of 'Good Karma' shower gels that employ uplifting mantras, unique scents, and specific hues to bring about positive feelings. The range taps into Gen Z's newfound love of shower routines, revered and celebrated on TikTok for the self-care opportunities they offer.

Method taps into Gen Z's love of showers

While Sephora teens – predominantly young girls – have been taking over online conversations around skincare and beauty, teenage boys are increasingly developing their own regimens. This new interest is part of broader shifts in notions of masculinity that are set to transform the beauty market.

Teen boys are making investments into beauty regimes 

Launched in the late 1980s, Australian beauty brand Aesop is well known for its quiet, understated, and minimalist design. It has long pioneered the concept of ‘quiet luxury,’ even before there was a name for it, and imagines its customers as worldly and cosmopolitan rather than beauty buffs.

How Aesop sustains beauty and quiet luxury for Aussie men

Idols and actors who promote flawless and healthy skin through 10-step routines and effective products dominate South Korea’s beauty industry. In 2024, quick ‘tweakments’ that promise natural results are on the rise. But with fads evolving faster than ever, can K-beauty keep up?

Are ‘tweakments’ the future of K-beauty?

L’Oreal has partnered with biotechnology company Debut to replace and enhance conventionally sourced materials in its products. As people increasingly prioritize sustainability and value-driven choices, brands can build trust and drive change by authentically communicating green efforts.

L’Oreal reinforces dedication to sustainable materials

Beyoncé's hair care line, Cécred, is capturing diverse beauty enthusiasts with its focus on inclusivity, self-care rituals, and scientific innovation. But can the brand maintain its momentum by addressing the industry's ‘texture tax’ and ensuring equitable pricing for all hair types?

Why Cécred weaves authentic science into Black hair care

Yours Truly is championing customisation in hair care with the help of digital questionnaires and one-to-ones with experts. It’s facilitating a much-needed change in how people look after their locks, offering a thoughtful, transparent approach that caters to Germans’ beauty needs.

How Yours Truly personalises Germans’ natural hair goals

Nopalera has made waves as a Mexican-inspired beauty brand focused on Latin representation in the luxury industry. With the Nopal cactus as one of its heritage ingredients, the brand has demonstrated that quality, bespoke skincare can be synonymous with Mexican-inspired products.

Why Nopalera mixes Latine heritage into ‘skinification’

With skincare enthusiasts cutting down their routines, minimalism is in. Korean brand COSRX has risen beyond the saturated K-beauty market and built a global following through its ingredient-based, fuss-free approach designed to address its audience’s specific concerns.

How COSRX simplifies clean skincare for K-beauty fans

When it comes to make-up, Uche Natori is in a lane of her own. Known for her flawless foundation routine, she teaches her audience how to achieve the perfect make-up look. What can brands learn from this veteran creator’s step-by-step make-up routines and focus on inclusive community building?

How Uche Natori builds Black beauty community

Beauty

People are putting their best face on, regardless of gender

Over three-quarters of people in the UK believe that traditional gender roles are now irrelevant, so the idea that make-up is only a women’s game has become outdated. The world of contouring, highlighters, and lipstick is no longer reserved for females, and as more men express an interest in painting their faces, beauty brands are opening up to a much wider pool of potential make-up addicts.