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?

For younger generations, traditional notions of gender and beauty are considered more or less outdated. In order to meet changing expectations, Sephora has integrated imperfection and individuality into its narrative with a campaign showcasing the confusing path to self-acceptance.

Whether to stay connected, informed, or distracted, social media plays multiple roles in people’s day-to-day lives – and it’s proving especially useful during the COVID-19 crisis. Canvas8 polled 1,000 Britons and spoke to eight people to find out what they want from these platforms and why.

Olay plans to stop using Photoshop in all advertising by 2021. Breaking away from the unrealistic beauty standards commonly upheld by the industry, Olay’s move appeals to perfection-fatigued consumers who want to see beauty brands promote more natural, attainable, and inclusive ideals.