Beauty and identity are intrinsically linked, meaning that people make numerous considerations to ensure the grooming and cosmetics goods they buy are right for them. Canvas8 polled 2,500 Britons and spoke to eight people to identify the factors that determine their path to purchase.

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 Fenty Effect" has put pressure on established beauty brands to better cater to minority consumers – but true inclusivity means going beyond shade ranges. Recognizing that different types of skin require different types of care, UOMA Beauty’s products address diverse needs.

Catering to visually impaired people is becoming an expectation for beauty brands, with a growing number embracing inclusivity. Rising to demands for products that meet the needs of visually impaired and disabled people can offer significant value, helping to diminish social exclusion.