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.

Unable to indulge in the in-person luxuries they enjoyed pre-pandemic, people are looking for new beauty rituals. And as self-care becomes a mantra during COVID-19, brands are diversifying their ranges, offering people body care alongside traditional face-focused skincare products.

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.

Inclusivity has become a buzzword in the fashion industry. But has inclusive sizing really gone mainstream, or is it still a niche undertaking offered only by a small number of forward-thinking designers? What moves are brands making to capitalise on shoppers’ desire for inclusivity?