People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Following a four-year hiatus, fashion and beauty retailer Claire’s is making a comeback with a range of Y2K-inspired accessories that customers know and love. As the brand doubles down on its brick-and-mortar experience, why is it resonating among a fresh audience of Gen Zers?

The ‘sad girl’ aesthetic is back on TikTok, as people share tutorials on how to achieve the perfect post-crying look using make-up. While the ‘crying girl’ makeup doesn’t depict real grief, it is a symptom of a wider movement that sees people seeking support and community on social media.

Seeking to protect and reclaim their heritage, digitally fluent people of colour are activating online spaces to safeguard their histories. With borderless communications unlocked by social media, people are recovering difficult-to-access content to rebuild collective identity.

Post-pandemic, people have started to pay closer attention to their bodies, not just for the physical benefits, but for their mental wellbeing too. However, with this increased attention comes damaging viral trends with a mind of their own. How can beauty brands nail whole body care?