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.

Fatigued with deferring gratification until a COVID-19-free future, people are turning to new modes of luxury shopping to celebrate the here and now. Gifting has become part of the pandemic love language as people treat loved ones from afar and indulge in escapism for themselves. Little indulgences can be any...

During the pandemic, many people experienced a downturn in their body image and self-esteem. This has led to an online backlash against toxic ‘diet culture’, with influencers like Isabella Davis using their platforms to push for change and acceptance in the digital realm.

Amid feelings of separation and social volatility, people's desire for stability is being reflected in their purchase decisions. In pursuit of comfort, softness, and plush textures, squishy ‘blob’ furniture is rising in popularity, offering the coziness and versatility that people crave.

Having emerged from Tumblr and established a presence on TikTok, the cottagecore subculture has seen young Americans go online to post pastoral aesthetics and participate in activities that are more common in rural areas. But what exactly is driving Gen Z’s interest in quaint lifestyles?

How is skincare helping people destress? What’s driving the mass shift towards clean and ethical beauty? How is the industry attempting to decolonise its practices? In this part of the 2022 Expert Outlook, we speak to three experts about how people are seeking new meaning in beauty rituals.