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.

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.

Sunnies Face is a fast-rising Filipino beauty brand that’s achieved cult favourite status thanks to its nuanced approach to diversity alongside a globally-minded strategy. Buoyed by the viral success of a single lipstick line, it’s offering Gen Zers an authentic alternative to mainstream brands.

Basma Hameed grew up with scars and didn't see herself represented in mainstream beauty, so she created her own brand – Basma Beauty. The brand is set to be stocked in Sephora stores, increasing the reach of its inclusive products, which have been designed to make those often excluded feel seen.

Since the pandemic, attitudes towards online shopping have changed significantly in Saudi Arabia. With a nation made up of people mostly under 30, it’s the younger generation – and their affinity for all things digital – that’s leading the way. So, what can brands do to cater to this shift?