In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

If you think of a stylish French woman, what springs to mind? Red lipstick? All-black ensembles? What about armpit hair? Thanks to the hashtag #LesPrincessesOntDesPoils (Princesses have hair), the top trending topic on French Twitter in July 2016 was au naturel armpits.

Nearly half of American women feel appearance is the most important aspect of their identity. And whether they choose to spend an hour contouring in the morning or prefer to go out au naturel, they reckon looks are not only the key to showcasing who they are, but to getting ahead as well.

Whether you’re the contouring queen or a minimalistic gal, a lot of women aren’t prepared to spend more than five minutes putting their face on in the morning. And there are more products than ever that offer time-saving shortcuts to help women feel beauty-rich, even when they're time-poor.

How are people protecting themselves from urban pollution? What’s driving the backlash against the wellness movement? Why is ‘clean sleep’ now so coveted? Does the ‘natural’ look appeal to everybody? And what does it mean to be fit and healthy at ‘phwoarty’?