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.

In the face of inflation and online misinformation, The Ordinary brings authenticity to clean skin and hair care through effective, easy-to-use, and affordable products. How can brands satisfy the pandemic-driven skincare boom using scientifically-proven ingredients that beauty consumers can trust?

Why are beauty fans looking to simplify their skincare routines? What does allyship look like in the beauty industry? How are trust and transparency playing an important role for beauty consumers? Why are people getting comfortable with altering the way they look through 'tweakments'?

Throughout the pandemic, skincare companies benefited from consumers having more time on their hands for elaborate self-care routines. As the crisis has abated, people are looking for simple solutions and are moving towards ‘skin rewilding’ – resetting their natural microbiomes while saving time.

Vaseline is aiming to make the beauty and dermatology industry more inclusive by introducing a database that connects people of color in search of information on skin conditions with dermatologists who understand their specific needs. It's a sign that one-size-fits-all beauty may be on its way out.