Slow beauty rituals were on the rise among Australian consumers well before COVID-19 amped up everyday stress and anxiety. But why exactly are treatments such as skin icing and Buteyko breathing so appealing? And how can brands position their products around such practices?

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.

Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

Increasing worries about the long-term impacts of sun damage and pollution are leading people to seek remedies that prevent rather than cure. With eco concerns also at the forefront of their minds, are beauty brands effectively integrating prevention into their own products?