Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Beauty fans are searching for ingredients that solve specific problems with a more holistic approach. As wellness becomes central to beauty, Cultured Biomecare is tapping the interests of ingredients-focused buyers who want to nurture their skin through natural forms of care.

Although it was originally positioned as being ‘safe’ and ‘free from nasties’, the concept of ‘clean beauty’ lacks clarity. It's being criticised for not being clear enough on ingredients – especially for those who have chronic diseases that impact what ingredients they can use.

Safely is the cleaning brainchild of celebrities Kris Jenner, Chrissy Teigen, and Emma Grede. The brand is transforming green cleaning within the premium sphere through a savvy aesthetic at a time when DTC is thriving and consumers are happy to pay a premium for their hygiene goods.

With Chinese Gen Yers and Zers facing increased stress and anxiety, they're turning to Ayurvedic beauty practices to find peace. As Chinese people turn inward, brands can help explore the link between spirituality and beauty, giving people the chance to restore themselves via the Indian practice.