Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Skincare aficionados know that the perfect complexion requires more than the regular application of cleansers, creams, and moisturisers. In addition to supplementing their diets and getting enough sleep, some are now adding in muscle-focused treatments like those offered by FaceGym.

'Skintellectuals' are especially clued up beauty consumers who use the science behind skincare products to create personalised, multi-step routines. Successful brands have picked up on this behaviour, understanding that people aren't shying away from complexity in their skincare regimen.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

Jade rollers have gained a cult following in the US due to celebrities and online influencers championing the ancient Chinese skincare tool. Jade Roller Beauty is just one of the brands tapping into this resurgent popularity, encouraging facial exercise to naturally enhance one’s complexion.