Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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 digital worlds reimagining IRL beauty? What do skintellectuals want from brands? And how is emerging tech shifting consumer expectations of cosmetics? In this part of the 2023 Expert Outlook, we speak to three experts about how online and offline innovations are impacting beauty routines.

French design studio, Imprudence, is creating visionary, hypothetical products that question current beauty ideals and highlight the possibilities of our future. As tech rewrites beauty standards and inspires people to get creative, can ‘scenario planning’ help brands to create and innovate?

Amazon is making a big move into the beauty business with the launch of its first physical salon in London. The company promises treatments backed by the latest in AR technology, which is likely to appeal to people who are increasingly comfortable integrating tech into their everyday lives.