People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Food and fashion collaborations are becoming popular across various sectors, offering a platform for creative expression and cultural exploration and allowing brands to create innovative experiences that resonate with consumers. But how can brands jump into this creative synergy of food and fashion?

TikTok hype and exclusive collaborations have pushed an innocuous beverage into being one of the most coveted luxury items on social media. Erewhon’s smoothies tap into wellness and beauty trends as well as association with celebrity lifestyles, making them a must-have accessory for Gen Zers.

Do people care about beauty trends? Where can brands drive diversity? Are self-care rituals going to accelerate amid socio-political turmoil? In the 2024 Beauty Expert Outlook, three industry leaders explore sensory self-care and why multipurpose products will be coveted in the year ahead.

Inflation is affecting consumer behaviour, with cash-strapped spenders opting for smaller indulgences over larger luxury items. Brands are embracing mood-focused beauty and hyper-personalisation, while social media and online communities play a crucial role in driving sales during uncertain times.