While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

Lightening lotions and potions account for 16% of the $80 billion Asian cosmetics industry. Nivea has launched a deodorant that keeps you fresh, while whitening and tightening underarms. But does this product address a real need? Or create a new complex for beauty-conscious women?

From organic nail polish to eco-friendly shampoo, a growing number of beauty consumers are turning to chemical-free goods. Yet when it comes to performance, many ‘100% natural’ products can’t compete with their conventional rivals. Can PiperWai, a charcoal-based deodorant, stand the heat?

For years, shaving legs and armpits has been an established part of women’s beauty regimens – and one that ramps up during the summer months. But as traditional gender stereotypes break down, nearly one in four young Gen Y and Gen Z women are going au naturel.