Beauty and identity are intrinsically linked, meaning that people make numerous considerations to ensure the grooming and cosmetics goods they buy are right for them. Canvas8 polled 2,500 Britons and spoke to eight people to identify the factors that determine their path to purchase.

With beauty fans adding more colour to their make-up routines, the shopping experience is paramount and this is evident among Chinese Gen Zers. IRL retail brand WOW Colour is tapping their dedication to domestically-made brands and willingness to make beauty shopping shareable.

While many brands still position themselves to dictate of-the-moment make-up looks, Depixym’s Cosmetic Emulsions are championing individuality and self-expression by rethinking the multi-use product, encouraging beauty junkies to think outside the box and paint their faces however they wish.

MAC has curated a range of 12 iconic make-up looks – not for the pages of a magazine, but for the gaming community of The Sims 4. Reflecting the inclusive attitudes of both brands, the collaboration allows gamers to express their individuality and virtually experiment with their style.