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.

Atolla is a skincare brand that uses machine learning to create customized skincare solutions for beauty junkies. As people’s skincare routines become more scientifically backed, they’re willing to share skin data for personalized products and use beauty tech to hack routines.

The discussion around colorism in the US is moving beyond skin-deep ideas of representation and visibility to structural and even technological change. How much are beauty brands catching up to this cultural conversation and ensuring their products and marketing are as inclusive as possible?

Beauty brands are launching creative forms of digital features like 'virtual try-ons' to appeal to people who feel hesitant about returning to in-store shopping. By adopting AR, VR, and metaverse tech, brands can enhance customer experiences by responding to desires such as safety and curiosity.

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.