Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

Pandemic and stress-induced hair and scalp issues are on the rise – and women are turning to direct-to-consumer brands to get back on track. This market is booming, thanks to its ability to deliver customizable formulas for a wider variety of hair types at an attractive price point.

Although it was originally positioned as being ‘safe’ and ‘free from nasties’, the concept of ‘clean beauty’ lacks clarity. It's being criticised for not being clear enough on ingredients – especially for those who have chronic diseases that impact what ingredients they can use.

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.

German beauty might be the regional influence that supersedes the longstanding popularity of K-beauty. As people place more value on high regulation standards for ingredients and production practises, they're looking for brand transparency and a convenient buying process.