The prospect of a global recession due to COVID-19 is leading many people to curtail their spending – but there's still an appetite for small indulgences. Instead of making big-ticket purchases, shoppers are treating themselves to cheap thrills, a phenomenon known as ‘the lipstick effect.’

Interactive classes, think pieces, quizzes, and meditative podcasts – all under the umbrella of Dazed Beauty. An online haven created for wellness junkies, the Dazed Digital Spa is offering users curated content and an accessible, virtual space for relaxation and rejuvenation.

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.

With lockdown giving beauty fans more time to shop around online, they’re exploring the benefits of customizable products. Unable to buy their usual gear in-store or seek in-person advice, people are expanding their horizons – creating an opportunity for brands to feed their curiosity.