The social media era has made it easy to discover skincare products, yet while influencers and media outlets champion various high-priced and hard-to-find items, a growing number of TikTok users are turning to their local drugstore. Why are ‘skintellectuals’ snapping everyman brands?

Single-use plastic is a known problem in beauty, and while people are eager for sustainable alternatives, many don’t want to sacrifice their beloved routines. Toronto-based start-up Everist is catering to this group with its aluminum tubes, concentrated product, and super-clean formula.

Perfect skin may feel like a distant reality for many, but Future Skin is making it more achievable. The brand’s futuristic diffuser-delivered skin masks cover blemishes and give the face a flawless finish, showing that merging tech and beauty offers covetable, science-backed innovation.

The beauty industry has undergone considerable change since the mid-2010s, moving away from a polished towards a more realistic and inclusive image. And with older women seeking better representation, there’s a gradual shift away from ‘anti-ageing’ messaging and toward ‘pro-ageing’.