People are more informed than ever about beauty, with social media platforms opening up expertise that was once limited to industry professionals. Reddit’s /r/MakeupAddiction subreddit has close to 600,000 subscribers, and beauty forum MakeupAlley attracts over 700,000 visitors each month. It’s why Sephora launched Beauty Insider Community, an interactive online platform where beauty junkies can come together to share their knowledge, tapping into how 75% of Gen Y women try beauty products based on a recommendation, while 55% frequently make recommendations to others.

With skincare needs varying based on biological and environmental factors, there’s a growing demand for products that can meet tailored requirements. In this quest, many people are showing a particular interest in future-proofing their skin with items that are backed by scientific research.

The beauty industry is diversifying and DECIEM is an umbrella brand that’s responded to this with high-tech products for all. According to founder Nicola Kilner, society is increasingly ageless and genderless, anyway. So who exactly are its customers? And what’s behind its rapid rise to success?

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.