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.

The beauty standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.

Starface makes star-shaped, Instagram-ready pimple patches that aim to bring a little fun to acne treatment. As the behavior of beauty consumers shifts from hiding insecurities to championing self-love, the stigma surrounding skin conditions seems to be fading.

A brand called SQUISH is championing real beauty, with models of all different body shapes and a campaign featuring completely untouched images. As well as encouraging people to express their individuality, beauty brands can also play a role in the call for more inclusivity and female empowerment.