Beauty brand KIKI World is taking a democratic approach to product development and design, letting customers vote on upcoming launches. It comes as consumers are increasingly using make-up as a conduit for experimentation and identity, and people increasingly value a sense of insider status.

Katie Jane Hughes, a celebrity make-up artist with a large social media presence, has launched a beauty brand. In a crowded cosmetics space increasingly dominated by celebrities, the line from Hughes taps into consumer desire for expertise, especially among buyers who are making budget cuts.