The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

Skincare brand ZitSticka is playing on a growing desire for science-backed beauty products that don’t promote unrealistic ideals. With an Instagram account filled with photos of real people and their pimples, the brand is hoping to help shift perceptions of acne.

As more social media users develop an aversion to flawless feeds, while the #skinpositivity movement champions supposed ‘imperfections’, brands across sectors are facing calls to stop retouching reality. But why exactly are airbrushed images so problematic, and should they carry warning labels?

A brand called SQUISH is championing real beauty, with models of all different body shapes and a campaign featuring completely untouched images. As well as encouraging people to express their individuality, beauty brands can also play a role in the call for more inclusivity and female empowerment.