Compared to past generations of teens, Gen Z’s aesthetic ideals are distinctly low-key, with the pursuit of an inside-out glow meaning that cosmetics purchases tend to revolve around intelligent skincare routines. So, how does make-up fit into this minimalist approach to beauty?

While the pandemic has pushed many brands to get more comfortable with digital, Il Makiage has been ahead of the curve with its AI-driven, true-to-tone make-up options. As shopping behaviors go online, its community of micro-influencers boost the brand’s clout and buyers’ confidence.

Already popular in China and South Korea, shoppable live streaming is becoming a way for US beauty brands to tempt consumers while in-store shopping remains limited. And with personalized elements that enhance the experience, this type of shopping looks set to stick.

Second-screening may be an established norm, but Quibi is hoping to make smartphones the first port of call for high-quality entertainment. Boasting a star-studded line-up of movies and programs, as well as the backing of Hollywood royalty, it’s elevating short-form media to new heights.