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?

Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

The Royal Society for Public Health has released a report calling for terms like 'anti-ageing' to be banned from beauty marketing. As people grow tired of brands perpetuating unrealistic beauty standards, some are beginning to look inwards to see how they can inspire positive change.

With many beauty salons forced to shut up shop during lockdown, typical routines were thrown into disarray. But as people channelled their anxiety into more sophisticated at-home self-care routines, ideals around beauty were reset. And post-lockdown, the natural look is back en vogue.