Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Various beauty trends emerged during the pandemic as people sought creative ways to feel better about themselves in lockdown – and it’s not just skincare routines that they’ve been honing. How are hair care innovations appealing to a growing desire for personalization and holistic wellness?

Thanks to COVID-19, when it comes to getting their regular treatments and beauty fixes, people have found themselves stranded. In a bid to help their customers stay engaged throughout the lockdown, Bleach London is creating at-home hair parties to inspire creative quarantine looks.

Personalisation is nothing new in beauty, but brands are having to innovate to deliver a bespoke experience in the pandemic context. For YSL, that means launching a high-end gadget that integrates with AI and an app to let people create their own lipstick shade at home.

Amid the uncertainty and chaos of the pandemic, people are trying to regain control of things in their own lives. For an increasing number of beauty fans, this means investing in tech-integrated beauty devices, using data and AI to personalise their skincare routines.