Joe Pine talks about how since the publication ofMass Customizationalmost 20 years ago, brands have seen the importance of creating products which cater to consumers' identities - but there are several industries which have yet to catch up.

In just five years, Shoes of Prey customers have personalised over 10 million pairs of shoes, from ballet flats to gladiator heels, and annual revenue is nearing $10 million AUD. But what makes designing your own pair of snakeskin peep-toe wedges so appealing to Australian women?

The make-up aisles of today's pharmacies are a bright spectrum of colour – but there's always that one perfect shade of lipstick no company seems to make. Harvard Business School graduate Grace Choi is eliminating this irritation with Mink – a 3D printer just for make-up.

Online beauty start-up Julep is an internet phenomenon, targeting women of all ages who are genuinely passionate about beauty products and want their opinions and expertise to count. But what’s attracting so many women to sign up?