Pantene has launched a campaign that subverts traditional beauty norms by focusing on the charm of grey hair. In the face of an aging global population, brands have a chance to not only accept signs of aging that have traditionally been considered undesirable, but to embrace and celebrate them.

Rather than targeting the beauty industry's usual market of fresh-faced young women, Brazilian brand Aura 60+ specialises in products for those aged 60 and over. Given the specific needs of older people, brands have an opportunity to fill a gap with niche, personalised products.

All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

Eurocentric ideals have long left Afro-Latinx Americans feeling underserved by the beauty industry. But as the natural hair movement picks up steam, people are reclaiming the style they were born with and Botánika Beauty is providing the products to smooth and sculpt a healthy, curly mane.