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.

Post-pandemic, people have started to pay closer attention to their bodies, not just for the physical benefits, but for their mental wellbeing too. However, with this increased attention comes damaging viral trends with a mind of their own. How can beauty brands nail whole body care?

Gen Zers on TikTok have become obsessed with the ‘everything shower,’ highlighting the easily accessible luxury of a long shower. Young people use social media to show how they can romanticise mundane aspects of their lives, and successful beauty brands are tapping into these new rituals.

Despite the cost of living crisis, Americans remain willing to invest in high-priced beauty products – as long as they offer holistic benefits for their lifestyle and wellbeing. Canvas8 spoke to eight people from across the country to learn about their inflation-minded beauty routines.

A TikTok trend is seeing people add cloves to their shampoo in pursuit of glossier hair. The cost of living crisis, and a decline in trust for conventional methods, are seeing people embracing natural beauty solutions – and TikTok is often the breeding ground for new hacks, methods, and techniques.