With aspirations to be ‘the Patagonia of the beauty industry’, Fluff is an ethical Australian cosmetics brand tapping Gen Zers. Its art deco-style refillable packaging, candid approach to beauty, and focus on keeping things simple shows how to engage mindful young consumers without the fluff.
With interest in natural beauty surging all over the world, people are looking for transparent products to add to their routine. Cosmetics brand Sand & Sky is harnessing a relaxed Australian lifestyle ethos, as well as using natural resources to create simple products with a playful twist.
Perfect skin may feel like a distant reality for many, but Future Skin is making it more achievable. The brand’s futuristic diffuser-delivered skin masks cover blemishes and give the face a flawless finish, showing that merging tech and beauty offers covetable, science-backed innovation.
Given their hydrating, plumping properties, single-use under-eye masks are a fan favorite to freshen up tired eyes. But these products generate collateral waste. Dieux’s reusable, photogenic silicone 'forever eye masks' appeal to the eco-conscious consumer, with an added aura of glamor.
While 2020 saw people soothing themselves with skincare, leading to complex and lengthy routines, a counter-movement embracing minimal steps has emerged. As people take more scaled-back approaches to consumerism, many are favouring simplified, mindful approaches to self-care and beauty.