As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it's inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss-proof.

With notes of candy floss and sour cherry, Babe Power is the first fragrance from Missguided. And despite its non-designer roots, it's the UK’s fastest-selling perfume of 2017 – an affordable accessory for the young women swapping a signature scent for a wardrobe of fragrances.

Have you ever layered up a few coats of Trust Fund Beauty nail polish? It comes in plenty of shades, from ‘Boy Tears’ to ‘Insta-famous’. It's one in a number of Insta-born beauty brands that are stocked at # – a New York-based beauty store that only stocks products sourced on Instagram.

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.