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 is becoming increasingly personalized – from single-ingredient products that skintellectuals can mix and match to hormone-sensitive options. Strands Hair Care is designed to satisfy beauty sophisticates, using molecular analysis to create individually-tailored shampoo and conditioner.

Skintellectuals have long been nerding out on the science behind their favourite skincare products and developing expert knowledge of the different properties of ingredients. One luxury beauty brand is betting that same interest will be transferred to a new beauty category – hair care.

New skin solutions are never more than a click away in the social media era. Yet in Germany, the beauty culture is defined more by tradition than innovation. Why do older brands such as Weleda and Dr. Hauschka still resonate with people? And what can new players learn from them?

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?