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.

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.

Young consumers are thrifty shoppers, and they’re exposed to such a range of options that they can pick out the brands that suit their needs best. trèStiQue is offering beauty products that are created specifically to suit Gen Y lifestyles, providing a tempting choice for younger shoppers.

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.