Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

People are turning away from the influence of celebrities and growing a conscious distaste for the lack of authenticity within the associated culture. Researchers see a chasm forming between people and celebrities as the lives of the famous serve to highlight the insecurity of daily life.

Make-up packaging often embraces classic shapes and simple designs, making way for an industry-standardised norm. However, with younger and more gender-diverse consumers on the rise, some brands are embracing more playful and novelty-inspired packaging to match desires for self-expression.

What can the rise of ‘bad beauty’ tell us about the tastes of a new generation of consumers more focused on individualism and intersectionality than any before? And how do products need to embrace the revolutionary and rebellious nature of Gen Zers in order to win them over?