From non-toxic deodorants that keep you smelling fresh to hydrating aloe-infused, acne-fighting concealers, every product from Follain – a US-based natural beauty chain – takes a stand against toxins in personal care. After all, what we put on our skin is just as important as what we eat.

Amazon has launched its first in-house beauty brand, Belei, which sells skin products that cater to today's eco and ethical beauty consumer. As people want mass retailers to simplify the process of finding niche beauty products, they're looking to familiar stockists to facilitate this need.

The clean living, body positive and no-make-up movements exemplify how perceptions of beauty are shifting to focus on wellness, inclusivity, and empowerment. But with a history of selling more hope than health and a culture obsessed with image, can the beauty sector ever be good for our wellbeing?

‘Green beauty’ is taking on new meaning as a flock of skin care brands begin to experiment with cannabis. Herb Essentials’ moisturizers and lotions draw on the oil-regulating properties of the plant, but will the persistent stigmatization of cannabis and slow-moving legislation stand in its way?