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.

While many brands still position themselves to dictate of-the-moment make-up looks, Depixym’s Cosmetic Emulsions are championing individuality and self-expression by rethinking the multi-use product, encouraging beauty junkies to think outside the box and paint their faces however they wish.

How is a lack of time impacting make-up routines? Will progressive masculinity rewrite the industry? And how is clean beauty getting a colorful makeover? In this part of the 2020 Expert Outlook, we speak to three experts about how people are rejecting old rules and forging new beauty narratives.

Beauty is in the throes of revolution. As people move away from the idealised to a celebration of real people, brands have an exciting opportunity to tap into the new beauty wave. With its #SephoraSquad, Sephora is going further, inviting everyday people to become influencers for the brand.