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

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

Dr. Becky Spelman is an HCPC registered psychologist, a BABCP accredited cognitive behavioural therapist, and the founder of Private Therapy Clinic.

Ata-Owaji Victor is a freelance beauty and lifestyle journalist who has been published in 

United Kingdom

United States

Beauty

Fashion and Style

Elle

Matter Communications

Gallup

Interview with Dr. Becky Spelman conducted by the author

Dove

CNBC

McKinsey & Company

Interview with Ata-Owaji Victor conducted by the author

Office Magazine

The Independent

Trend Watching

Rolimons

Roundel

Marketing Dive

The Guardian

Nostalgia, global permacrisis, and a rejection of perfection have led to a sea change and the revival of messier, more chaotic cultural aesthetics. How can brands engage with this ever-shifting trend landscape while maintaining the integrity of their identity and customer loyalty?