In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Estée Lauder is solidifying its place as an ally in the Indian beauty market by partnering with Nykaa, the country’s biggest beauty and wellness e-commerce platform. But rather than promote its own products, the brand is launching an incubator to nurture and support homegrown beauty.

According to new research, cosmetics contribute more to Middle Eastern women's sense of attractiveness and self-confidence than ever, but not in the ways typical of Western beauty trends. As such, beauty brands need to opt for a localist approach in order to connect with this group.

Sephora is making a move to support the rising global dominance of the Chinese beauty market. As consumers want products that meet local beauty standards and have an air of homegrown heritage and appeal, brands are targeting beauty connoisseurs through products that transcend cultures and borders.

LYS Beauty is filling the clean beauty equity gap, catering to Black women and diversifying the clean beauty sector by making it more accessible and representative. How can beauty brands ensure that their products welcome diverse communities and meet shifting consumer expectations?