Beauty and identity are intrinsically linked, meaning that people make numerous considerations to ensure the grooming and cosmetics goods they buy are right for them. Canvas8 polled 2,500 Britons and spoke to eight people to identify the factors that determine their path to purchase.
Lottie Hanwell is a behavioural analyst at Canvas8. She has a degree in English Literature and Spanish, and spends a lot of time thinking, researching and writing about developments in society and culture. On her weekends, she likes to run, read and make a mess in the kitchen.