While the pandemic has pushed many brands to get more comfortable with digital, Il Makiage has been ahead of the curve with its AI-driven, true-to-tone make-up options. As shopping behaviors go online, its community of micro-influencers boost the brand’s clout and buyers’ confidence.

Recognising a gap in the make-up and skincare market for women aged 35 to 55, Trinny Woodall wanted to create an offering that addresses their needs. D2C start-up Trinny London is building an enthusiastic community of fans that love Woodall’s personalised, inclusive approach.

As consumer spending rebounds from the COVID-19 pandemic, the beauty industry is experiencing a shift as people buy up 'above the mask' make-up. With their mouths covered much of the time, beauty buffs are turning to mascara and other eye make-up to express themselves.

Make-up took a backseat during the pandemic as socialising was put on hold. But as restrictions ease and calendars fill up once more, people are eager to let loose through experimental beauty. The cosmetics industry is set to see a boom in sales, with bright colours winning big.