Soap bars have gained a reputation as dirty havens for bacteria, with liquid variants gaining popularity due to this fear of germs. But a current lens of wellness is shifting perceptions. Could the humble bar of soap make a timely comeback in an age of ‘good dirt’, clean living and veganism?

Calls for eco-conscious products are being answered with Ethique’s zero-waste, sustainable hair and skin care products, with low or no water content. With its ‘water-free’ tagline, people’s ethics and personal care regimens can exist harmoniously, setting precedents for other beauty brands.

How is a lack of time impacting make-up routines? Will progressive masculinity rewrite the industry? And how is clean beauty getting a colorful makeover? In this part of the 2020 Expert Outlook, we speak to three experts about how people are rejecting old rules and forging new beauty narratives.

Around 5,000 women under the age of 45 are diagnosed with breast cancer every year, and while self-checks are a vital part of early detection, fear and ignorance inhibit the examination of lumps and bumps. So, how can a simple bar of soap nudge young women to regularly check themselves?