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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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?

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.

Largely driven by their success on TikTok and accessible price points, CeraVe and e.l.f. Cosmetics have been ranked as the most popular beauty brands for Gen Z. Both brands have worked hard to foster a sense of connection online, appealing to Zers through the power of engaged, trusted communities.

Isamaya Beauty is a cult beauty brand representing constant transformation and challenging conventional beauty standards. Its seasonal collections, created by make-up artist Isamaya Ffrench, appeal to Gen Zers using make-up as a way to articulate shifting self-expression over a more fixed identity.