Whether people identify as Christian, feminist or vegetarian, in a landscape that celebrates transparency, brands that share people's values tend to come out on top. Glia makes it even easier for people to find out which brands' morals mirror their own, meaning they'll never buy anything mindlessly again.

Getting a manicure is a regular treat for many Australians, but are chemical-filled acrylics no longer cool? Since 2012, the number of organic beauty salons has increased 20%. Missy Lui is Australia’s first vegan certified nail salon. But when it comes to getting a mani and pedi, do people really care about the nasties hidden in their polish?

Gluten-free? Dairy-free? Vegan? Everyone seems to have a dietary requirement. And although only 1% of Americans are coeliac, sales of gluten-free foods have risen 68% since 2012. As more people convinced they are sensitive to gluten, beauty brands are launching gluten-free products too.

High street chain H&M has launched itself into the beauty market. Set to arrive in autumn 2015, Sara Wallander, concept designer for H&M Beauty, describes it as "Fashion for the face". With make-up becoming an integral part of fashionable self-expression, can H&M capture a space in the market?