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.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Y2K aesthetics have re-emerged into the beauty mainstream, largely due to TikTok trends and influencers. But why exactly are young social media users obsessing over retro accessories and make-up looks? And how does this interest reflect Gen Z’s approach to digital creativity in beauty and beyond?

The ‘sad girl’ aesthetic is back on TikTok, as people share tutorials on how to achieve the perfect post-crying look using make-up. While the ‘crying girl’ makeup doesn’t depict real grief, it is a symptom of a wider movement that sees people seeking support and community on social media.

NYX Professional Makeup’s PROUDLY PRO-YOU campaign is an extension of its staunch commitment to diverse representation and inclusivity within the world of beauty. How are the brand’s direct and practical actions reflective of new consumer expectations around allyship and authenticity?

Harry Styles has made a foray into the beauty industry with his own make-up brand, Pleasing. It offers gender-neutral and sustainable products that aim to enhance an individual’s natural self – in keeping with the inclusivity and diversity that many people now expect from the beauty industry.