The Korean wave phenomenon – also known ashallyu– has seen South Korean culture exported across the globe, and the nation’s beauty sector is now following in its wake. Having seen success domestically, Memebox intends to ride this wave to the US, bringing with it curated K-beauty boxes.

Fancy having your new lipstick applied by a famous beauty blogger? Customers in MAC's Carnaby Street store had this opportunity as Pixiwoo worked as MAC counter girls for World AIDS Day. The aim was to help boost sales of MAC’s VivaGlam, from which all profits go to HIV and AIDS charities.

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.

With e-commerce accounting for just 6.2% of beauty sales, it’s clear that the industry is still ruled by the high street. Offering an alternative to in-store assistants, My Beauty Matches uses a data-led approach to generate personalised product advice. Can it convince people to buy beauty goods online?