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.

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.

The Korean wave phenomenon – also known ashallyu– has seen South Korean culture exported across the globe, and the nation’s beauty sector is now following in its wake. Having seen success domestically, Memebox intends to ride this wave to the US, bringing with it curated K-beauty boxes.

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.