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.

Torrid's lingerie brand has released an ad campaign focusing on female confidence. As beauty ideals shift and the body positivity movement continues to grow, brands that depict fashion as something for women to enjoy for themselves – as opposed to a way to attract men – can remain relevant.

Getting ‘real women’ to model beautiful lingerie wasn’t the done thing back in 2009, but then Lonely Lingerie came along. Now, after ten years in the business, the underwear brand has become a leading light for body positivity and an industry force to be reckoned with.

As people eschew harsh ingredients in their skincare routine and learn more about what’s best for their skin, they’re embracing a new title: the skintellectual. With Americans filling their medicine cabinets with science-backed lotions and potions, how is the face of skincare changing?