In Brazil's diverse society, there’s no single definition of beauty that applies to everyone. Its different social classes have created a variety of ideals and beauty icons. But how do Brazilian women decide what ideals to aim for, and how are they trying to achieve them?

More often than not, if a brand steps out of line, there's usually an army of online protesters ready to call them out. #IAmPerfect was the response to an ad campaign titled 'The Perfect Body' featuring a line-up of tall, slim and toned Victoria's Secret models.

Whether it’s those luxuriously thick locks or that sun-kissed skin, Brazilian women are known for their beauty – and they fork out a lot to maintain it. German start-up Vaniday is capitalising; it's set to shake up the industry by making it easier than ever for Brazilians to book in for a blow-dry.

Natura, Brazil's top cosmetics manufacturer, has revolutionised the health and beauty sector by combining environmental awareness with 'togetherness' – an innovative approach that holds insights and applications for every industry.