From food and fitness products to books and booze, subscription boxes are disrupting the traditional way in which many consumers experience goods. With Sephora set to jump on the subscription box bandwagon, subscription-commerce competition in the beauty arena is set to hot up.

Femininity and fitness are increasingly regular bedfellows. From gym classes where heels are compulsory to Victoria’s Secret workout garb, feeling sexy while you sweat has never been easier. Sweat Cosmetics is a make-up line for women who want to wear make-up while they keep fit, too.

Have you ever layered up a few coats of Trust Fund Beauty nail polish? It comes in plenty of shades, from ‘Boy Tears’ to ‘Insta-famous’. It's one in a number of Insta-born beauty brands that are stocked at # – a New York-based beauty store that only stocks products sourced on Instagram.

You can order a taxi, a pizza or a cleaner to your home using an app on your phone. So why not book someone to come and do your nails and hair? That's the thinking behind at-home beauty services that are emerging in Asia, and major beauty players are now looking to partner up.