The premium candle market is heating up – growing by a third in just two years. Alongside mass-market favourites, a new pack of digital-first brands is blazing a new trail. Boy Smells’ scented candles speak to the Instagram age, subverting gender stereotypes and tapping into the wellness movement.

Gucci Beauty has recruited Ellie Goldstein, a model with Down syndrome, as a face for the brand’s mascara. The move is timely as more Gen Yers and Zers are spending on luxury, and seek authentic depictions of beauty and minority representation in advertising that they can connect to.

Trans and non-binary people are not solely defined by their gender identity, yet media outlets rarely depict these individuals in everyday situations. Through the Gender Spectrum Collection, Broadly is using stock images to reflect these diverse communities and break harmful stereotypes.

Gucci is shaking up the perfume advertising industry with an ad for its unisex scent, featuring a gender-fluid cast. As people increasingly seek authentic representation in products and ads, traditionally binary advertising is being modernised to increase engagement among young consumers.