Why A-beauty’s ethical glow-up is going global
REPORT
22 Oct 2024
Why A-beauty’s ethical glow-up is going global

A-beauty is evolving, shaped by shifting consumer values around authenticity, sustainability, and inclusivity. From the rise of male grooming and cruelty-free products to the pushback against beauty fatigue, Aussie brands are responding with innovation and transparency to win over discerning buyers.

Effie Asafu-Adjaye

Effie Asafu-Adjaye is the founder of Beautiful Sparks, an international beauty and fashion branding strategy and content marketing consultancy. Her 16-year career has been marked by experience with global powerhouses from LVMH to iconic brand strategy consultancies, including Landor and Interbrand. Now at Beautiful Sparks, she helps fast-growing, digitally-native brands get on the path to becoming household names through brand strategy, messaging, visual identity, content storytelling, and digital community-building campaigns.

Dr. Toni Pikoos

Dr. Toni Pikoos is an award-winning psychologist and post-doctoral researcher from Melbourne, Australia. She's one of few psychologists in Melbourne who specialises in the treatment and research of Body Dysmorphic Disorder. Her research centres around identifying the motivations, expectations, and psychosocial outcomes for individuals undertaking cosmetic procedures. She's the co-founder of ReadyMind, a cosmetic psychology service aimed at bridging the gaps between the psychological and cosmetic industries. Dr. Pikoos also works in private practice, providing therapy for body image disorders and psycho-social assessments for clients prior to undergoing cosmetic surgery.

Evan E. Lambert

Evan E. Lambert is a journalist, travel writer, essayist, and short fiction writer with bylines at Thought Catalog, Business Insider, Mic, People, Queerty, BuzzFeed, Going, The Discoverer, and many more. You can check out his other work at https://evanlambert.journoportfolio.com/.