With the pandemic forcing Australians into lockdown, Adore Beauty – the country’s original online beauty store – was thrust into the limelight as Aussies who have traditionally been slower on the uptake of e-commerce hopped online to keep their cabinets stocked and get their beauty fix.

The product of boredom and a lack of stimulation during lockdowns, the toothbrush selfie has become the pose du jour for social media users. The idea is to share images of yourself doing something mundane, adding a dose of relatability to a space that’s often anything but.

The beauty standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.

With the scale of the pandemic leaving no one immune to its impact, people are becoming more mindful of what they post on social media. They’re swapping out picture-perfect scenes and selfies for more relatable content as life in lockdown promotes a more modest approach to social content.