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.

With masks being lowered in the wake of the pandemic, people’s lips are back on show. A new tool from YSL, the Rouge Sur Mesure, allows users to personalise their lipstick shades – a signal that the beauty brand is responding to an industry primed for innovation.

After a period of rapid digitisation, in which people relied heavily on the internet to facilitate meaningful connections, modes of visual self-expression have moved far beyond the performative selfie. In this new era of metaversal living, how do people want to curate their virtual identities?

AR is steadily becoming ingrained in the beauty sector, making it easy for people to test products before purchase. Pinterest is acknowledging this shift by giving users an augmented search experience and creating opportunities for brands to replicate in-store interactions online.

Compared to past generations of teens, Gen Z’s aesthetic ideals are distinctly low-key, with the pursuit of an inside-out glow meaning that cosmetics purchases tend to revolve around intelligent skincare routines. So, how does make-up fit into this minimalist approach to beauty?