Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

The discussion around colorism in the US is moving beyond skin-deep ideas of representation and visibility to structural and even technological change. How much are beauty brands catching up to this cultural conversation and ensuring their products and marketing are as inclusive as possible?

Chronic skin conditions don’t get much attention in the beauty industry but skincare brand Topicals is looking to change the narrative. With playful packaging worth flaunting instead of hiding and copy that promotes body-neutrality, it’s catering to a traditionally underserved audience.

Brazilian designer Isaac Silva has released an apparel line highlighting the abuse suffered by the country’s LGBTQ+ population through scar-like stitching. The campaign's designs and financial commitment to a charity contrast the shallow allyship from brands that gloss over the community’s plight.

The TikTok 'vanilla girl' aesthetic highlights neutral-tone everything, from make-up and clothing to scented candles and fragrances. But with the creators being all White, thin, able-bodied, and blonde, its popularity paints a larger, and alarming, picture of where the beauty community is headed.