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.

How are Gen Zers using scents to express their identities? What role can tech play in boosting consumer satisfaction in beauty? Why is rising inflation having a relatively small impact on some people’s skincare purchases? And how is the normalisation of male beauty impacting men’s mental health?

When it comes to fragrance, Gen Zers are looking for scents that resonate with them, encourage self-expression, and evoke feelings of nostalgia. By foregrounding sustainability, gender fluidity, and olfactory wellbeing, beauty brands are beginning to tap into this values-led cohort.

The pandemic introduced a new world of possibilities in terms of wellbeing, as people had more time to explore online retail in the self-care industry. With perfume marketing evolving from selling sex to promoting wellness, how can brands cater to consumers’ desire for feel-good fragrances?

With representation for minority groups lacking in beauty, some are taking the matter into their own hands to diversify the space. Gabar is a fragrance brand with roots firmly embedded in Myanmar, taking inspiration from the country's heritage in everything from its fragrances to its imagery.