In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

As more Americans support local businesses, indie beauty brands are thriving in the post-pandemic era. What can beauty’s big players learn from their smaller, independent competitors? And how can large multinational beauty brands remain relevant to locally-minded consumers?

Korean cosmetics giant Amorepacific is bringing its premium skincare brand Laneige to Mexican shoppers through a partnership with Sephora Mexico. As K-beauty brands set their sights on developing markets to spur a new phase of growth, localisation will be a key strategy moving forward.

Indian-based Ayurveda brands have been transcending beyond their traditional medical sphere and venturing into beauty and personal care. With a growing appetite for Ayurvedic beauty, Kama Ayurveda has been positioning itself as the luxury brand to go to both inside and outside India.

US TikTokers are praising French cosmetics sold in pharmacies, including the more utilitarian ones designed for particular skin ailments. However, experts and knowledge-based influencers are warning younger consumers to take skincare advice found on the platform with a grain of salt.