With notes of candy floss and sour cherry, Babe Power is the first fragrance from Missguided. And despite its non-designer roots, it's the UK’s fastest-selling perfume of 2017 – an affordable accessory for the young women swapping a signature scent for a wardrobe of fragrances.

With time in increasingly short supply, women are finding ways to cut corners in their makeup routine. Enter Nudestix – a beauty brand offering all-in-one crayons for cheeks, lips and eyes. With natural beauty making its mark on the catwalk, multifunctional make-up hits a sweet, understated spot.

Conceived as an ‘homage to Millennials’, lifestyle store Riley Rose offers Instagram-worthy skin care alongside rainbow candy and chic homeware. But beyond its social media-friendly products and interior design, the brand represents a concerted effort to draw teens back to the shopping mall.

With half of Gen Zers wanting to see ‘someone like themselves’ in branded messaging, and 77% preferring ads that show real people in real situations, this diverse cohort is driving major change in the beauty world. How is body care brand Being appealing to this desire for inclusivity?