In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

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.

Japanese cosmetics brand KATE has launched the KATE School initiative, which aims to empower Japanese high schoolers through the art of make-up. As Gen Z students defy the country’s rigid beauty standards, they're seeking brands that help them be their most authentic selves.

Japanese pharmaceutical company Zenyaku Kogyo has launched RÉALI de GELÉE RICH, a skincare line for men who want quick and simple routines. As brands rush to capitalise on the burgeoning demand for men’s cosmetics, there’s an opportunity to make skincare less daunting for the uninitiated.

From Sephora’s re-entry into the UK to L’Oréal’s focus on creating ‘beauty destinations’, a new era of retail has seemingly begun for Britain’s cosmetics landscape. What does this say about the needs and values of today’s shoppers? And how can brands meet their desires in brick-and-mortar spaces?