Often described as having flawless, porcelain-like skin, Japanese women have long been the poster models for luminous Asian complexions. Tapping into this perception among US women, Tatcha is a geisha-inspired skincare line. But can it change American attitudes to skincare?

Beauty brands are adapting to a new consumer psyche of technology, ethics and wellness while crafting a deeper narrative about what beauty might mean for 21st century consumption where doing good, looking good and feeling good all play a role.

One in ten women can’t go a day without using an exfoliating product. Frank is a coffee body scrub born in Australia, with natural credentials and a ‘cheeky personality’ that encourages its fans to post semi-naked selfies. But can it become a hit with Gen Y women worldwide?

‘Cleanse, tone, moisturise’ is the beauty mantra that most American women try to abide by. They may be surprised to learn that Japanese women have much longer daily skincare routines of up to 11 steps, taking up to 20 minutes every morning.