Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.

Largely driven by their success on TikTok and accessible price points, CeraVe and e.l.f. Cosmetics have been ranked as the most popular beauty brands for Gen Z. Both brands have worked hard to foster a sense of connection online, appealing to Zers through the power of engaged, trusted communities.

Dupes – skin and beauty products that perform near-identically to brand name mainstays and holy grails – are on the rise. Blogs and TikTokers help savvy consumers to get the effect they want without breaking the bank, meaning that brand names might struggle to maintain loyalty and keep up.

Health and beauty UK giant Boots has launched its 2021 Beauty Box, a collection of skincare staples for under half the retail price. With pandemic-era shoppers indulging in skincare rituals as part of self-care, skincare bundles are on track to become an increasingly attractive product.