Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Beauty fans are searching for ingredients that solve specific problems with a more holistic approach. As wellness becomes central to beauty, Cultured Biomecare is tapping the interests of ingredients-focused buyers who want to nurture their skin through natural forms of care.

Amid the uncertainty and chaos of the pandemic, people are trying to regain control of things in their own lives. For an increasing number of beauty fans, this means investing in tech-integrated beauty devices, using data and AI to personalise their skincare routines.

The social media era has made it easy to discover skincare products, yet while influencers and media outlets champion various high-priced and hard-to-find items, a growing number of TikTok users are turning to their local drugstore. Why are ‘skintellectuals’ snapping everyman brands?

As beauty consumers demand greater precision in their skincare, beauty brands are reinventing the basics to keep up. Instead of delivering traditional serums – which can spoil or deteriorate over time – K-beauty brand Saro de Rue offers freeze-dried formulas that can be activated on use.