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?

Rihanna’s first beauty collection doesn’t feature a lick of lipstick or a covetable eye palette. It’s purely complexion-focused, catering to skin tones that have been under-served in the beauty sector. With a range of 40 shades of foundation, the brand is designed with diversity in mind.

As make-up moves beyond a vain pursuit to a means of self-expression, NYX has launched Masterclass to help people improve their skills. Combining the expertise of MUAs and beauty influencers, Masterclass gets directly in front of Gen Zers to help them up their contour game online.

Print media may be in decline, but the sales ofBritishVogueare rising under the stewardship of Edward Enninful. By investing in digital integration and committing to diverse representation, the iconic magazine has successfully adapted to the reading habits and values of contemporary audiences.