Young beauty buyers are increasingly embracing tech across physical and digital spaces, using a blend of tools and apps to discover new products. This is providing brands with an array of opportunities to engage with potential shoppers – but how can they turn playful moments into sales?

Bollywood superstar Deepika Padukone’s beauty brand 82°E is bringing functional simplicity and Indian culture to the skincare world. The brand’s focus on holistic care, ingredients, and wellness leans into the desire of beauty enthusiasts for authentic and accessible products.

When it comes to fragrance, Gen Zers are looking for scents that resonate with them, encourage self-expression, and evoke feelings of nostalgia. By foregrounding sustainability, gender fluidity, and olfactory wellbeing, beauty brands are beginning to tap into this values-led cohort.

As skincare becomes increasingly associated with holistic wellbeing, beauty brands are tailoring their products for at-home ‘skintellectuals’ and wellness tourists. 111SKIN has established itself in this luxury skincare space, providing high-grade, active ingredients and luxury hotel spa experiences.