Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

In the face of inflation and online misinformation, The Ordinary brings authenticity to clean skin and hair care through effective, easy-to-use, and affordable products. How can brands satisfy the pandemic-driven skincare boom using scientifically-proven ingredients that beauty consumers can trust?

Renude is harnessing AI to make dermatology more accessible, accurate, and speedy. Appealing to people who lack access to skin care specialists, and those overwhelmed by too much – often contrasting – information found online, Renude is providing a simple skincare and skin health solution.

Skincare consumers are more educated than ever, and they expect reasonably priced products with ingredients relevant to their specific needs. Subscription-based skincare company Skin + Me provides custom advice from expert dermatologists that’s designed to adapt as your skin changes.

Gwyneth Paltrow has debuted Good.Clean.Goop – a sister brand of Goop that aims to make premium clean beauty more accessible. But as de-influencing is here to stay and people are increasingly fatigued by celebrity ventures, playing up affordability may not be enough to win over audiences.