There’s a pill for every life stage or ailment. Whether it’s iron for anaemia or evening primrose oil for thinning hair. But what if you fancy boosting your immune system by tweaking your vitamin C levels? Miramix allows people to create their own blend of vitamins, but do we really need supplements?

Everyone has a skin problem – saggy, dull, greasy or dry. Spots are no longer a teenage problem; half of adults have acne. Geneu has developed U+, in-store technology that tailors skincare to customer’s DNA. But do we really want to mix science into our beauty regime?

Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?

Kim Kardashian is famous for a lot of things – from her voluptuous curves to her mobile game – and whatever she touches turns to gold. She's now influencing the make-up industry, with the trend for using contouring makeup to change your face shape (as Instagrammed regularly by KK) going mainstream.