In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it's inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss-proof.

Handbag real estate is in short supply. Women carry around 40 items in their bags – from iPhones, to spare knickers. Stowaway makes ‘right sized’ cosmetics; small enough to be slipped into a clutch. Can this tiny beauty brand disrupt the big players in a $60 billion beauty industry?

Imagine your entire wardrobe fitting into a suitcase. That means everything; shoes, underwear, coats and trousers. Whether this fills you with hope or horror, it’s a reality for some. Un-fancy, the ‘wardrobe by numbers’ blog, exemplifies the minimalist fashion movement’s increasing online momentum.

A movement of self-imposed minimalism and moderation is replacing spending sprees and unchecked consumerism. But what’s causing it? And what elements contribute to this new ‘simple life’?