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.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

As the beauty tech market grows, Japanese brand Shiseido has unveiled the world’s first AI-powered make-up advisor. With tech blending further with beauty, brands have the opportunity to innovate around product discovery, help people better understand their skin, and use AI to tailor products.

French design studio, Imprudence, is creating visionary, hypothetical products that question current beauty ideals and highlight the possibilities of our future. As tech rewrites beauty standards and inspires people to get creative, can ‘scenario planning’ help brands to create and innovate?

The increased usage of Zoom and face filter apps has led to rising interest in skincare, beauty treatments, and plastic surgery. But, while the body positivity movement and no make-up looks remain popular, the demand for cosmetic products and procedures has seen no reduction.

The discussion around colorism in the US is moving beyond skin-deep ideas of representation and visibility to structural and even technological change. How much are beauty brands catching up to this cultural conversation and ensuring their products and marketing are as inclusive as possible?