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?

Despite the growing influence of social media, which often presents narrow beauty ideals, Gen Yers are feeling empowered to challenge gender norms. Girlswillbeboys is a collective that’s encouraging young women to feel confident and beautiful without a full head of hair.

Marilyn Monroe did it, Elizabeth Taylor did too. The idea of shaving your face might sound scary to many women, but it's actually a beauty treatment known as dermaplaning. Promising smooth, brightened skin, the procedure is gaining the attention of beauty fanatics on social media.

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.