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.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

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.

In Japan, as middle-aged men become more conscious of how they look, they're turning to cosmetics – particularly as the idea of ‘skin health’ for all is normalised. Brands have the opportunity to help men ease ageing-related anxieties and boost self-confidence with targeted products.

Japanese cosmetics brand Kosé has launched a hyper-realistic make-up simulator that maps colours and textures on to human skin. Even more precise than augmented reality, the machine could revolutionise customer experiences and minimise buyer's remorse amid the cost of living crisis.