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.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Gymshark has released a new headband in response to people with textured hair postponing workouts to preserve their new hairstyles, such as braids or wigs. The company's move highlights how brands are understanding their consumers' diverse needs to develop inclusive products.

Rihanna has announced the launch of Fenty Hair, a flexible line of products designed to strengthen and repair all hair types. At a time when celebrity-backed lines are being formed every day, brands can stand out by catering to the pain points of a diverse consumer base.