NYX Professional Makeup’s PROUDLY PRO-YOU campaign is an extension of its staunch commitment to diverse representation and inclusivity within the world of beauty. How are the brand’s direct and practical actions reflective of new consumer expectations around allyship and authenticity?
Harry Styles has made a foray into the beauty industry with his own make-up brand, Pleasing. It offers gender-neutral and sustainable products that aim to enhance an individual’s natural self – in keeping with the inclusivity and diversity that many people now expect from the beauty industry.
Make-up took a backseat during the pandemic as socialising was put on hold. But as restrictions ease and calendars fill up once more, people are eager to let loose through experimental beauty. The cosmetics industry is set to see a boom in sales, with bright colours winning big.
Make-up brand NYX has debuted its first beauty look in the format of an AR filter, allowing for more creative self-expression in the metaverse. But as technology is changing the face of beauty, surreal filters are challenging IRL beauty norms, alleviating pressure to look a certain way.
Y2K aesthetics have re-emerged into the beauty mainstream, largely due to TikTok trends and influencers. But why exactly are young social media users obsessing over retro accessories and make-up looks? And how does this interest reflect Gen Z’s approach to digital creativity in beauty and beyond?