Straying away from the age-old mantra of lather, rinse, repeat, The Inkey List has released a range of science-backed hair and scalp treatments. By forgoing shampoo and conditioner to ‘demystify’ hair care, the brand is luring knowledgeable beauty fans who pay extra attention to ingredients.

Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?

Long used to store everything from booze to grains to medical specimens, glass packaging is experiencing a resurgence in the beauty sector. But why are contemporary buyers drawn to products encased in this ancient and fragile material? And how can glass packaging influence perceptions of brands?