AR filters on social media have become the most widespread form of AR technology, and are being primarily used by Gen Zers getting creative with their appearance and identities. What can the use of these filters tell us about how technology changes the ways we form identities and relate to others?

Exploring the phygital boundaries of make-up with material science is The Unseen which has created a dual-reality eyeshadow that transforms due to a flash of light. With Gen Zers using digital spaces to express their individuality, the brand aims to inspire with clever cosmetics.

DJs and beauty icons Simi and Haze Khadra have launched Simihaze Beauty, believing instant make-up is the future of beauty. With people getting experimental and trying to save time with multifunctional make-up, the brand aims to help people achieve impactful looks within seconds.

Chinese Gen Zers are brand-savvy shoppers who have more access to product information than their predecessors. But how exactly is this consumer power affecting their beauty buying habits? What do they expect from cosmetics brands and how are their demands shaping the sector?