In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

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.

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.