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.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

People want more tailored everyday healthcare. Quip offers smart toothbrushes that make it easier to brush well, and refillable, sustainable products such as floss and mouthwash. Supported by dental professionals, the minimalist offer shows how oral care can move into a lifestyle category.

People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?

Luxury brands aren’t traditionally touted for their green credentials. But with eco-chic making its way into the beauty regimes and wardrobes of ethically-minded shoppers, there’s a growing expectation for them to vocalise their sustainability efforts. While old markers of prestige still hold value, materialistic extravagance is falling out of sync with modern tastes.

The concept of wellness has gained renewed importance in the wake of COVID-19, yet maintaining one’s physical and mental wellbeing is proving harder for some people than others. How can self-care practices be made more accessible and compassionate to those who need it the most?