Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Pollution masks may be commonplace in China, but now Westerners are increasingly looking to protect themselves against bad air quality, too. With 73% of Londoners worrying about air pollution, REN Flash Defence Mist is anti-pollution skincare that can ease their concerns when it comes to their skin.

The beauty world is being transformed by new technologies that personalise products to the individual, offering perfectly blended foundation and uniquely formulated hair care. How might customisation impact this historically segregated sector? And could tailored cosmetics become the norm?

From face washes to costly serums, looking after your skin isn’t cheap. But the latest brand from innovative beauty company DECIEM is looking to change that. The Ordinary is challenging the premium skin care segment by offering up effective, no-nonsense products at affordable prices.

We can’t get enough of supplements – half of Americans take them regularly – but with little evidence to support their health claims and worries over their contents, people are looking for clarity and transparency. Ritual delivers both, providing a ‘clean label’ vitamin for the wellness movement.