Morgan Fargo is a freelance journalist and beauty editor. Her work has been published in Refinery29, 

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. 

Personal Worlds

Clare Coughlan is the marketing director of 

, the at-home gel nail device, which also offers nail kits, tools, and accessories.

Amalie Nilsen is a beauty assistant for Monty PR, a London-based full-service communications agency.

Charlie Hopewell is a PR executive for Monty PR.

United States

United Kingdom

Beauty

Beauty providers

Make-up

Technology

Mintel

Canvas8

Interview with Clare Coughlan conducted by the author

PS Market Research

New Statesman

Interview with Amalie Nilsen conducted by the author

Interview with Charlie Hopewell conducted by the author

Ogilvy

Morning Consult

Charged Retail

The pandemic, snowballing inflation, and the influence of social media have changed the face of personal care at home. This has led to the dawn of a new horizon – one filled with intelligent beauty tech suitable for novices, a range of tutorials on social media, and a zeal for the DIY mentality.