Tamara Southward is a copywriter at Condé Nast Britain and focuses on commercial articles and social media campaigns across eight of the publisher’s titles, including 

. Her editorial work has been published in 

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Haley Crawford is a trend forecaster, consumer marketing insights manager, and skincare category expert at Coty.

Gen X (born 1967-1981)

United Kingdom

Beauty

Skincare

Tena

The Business of Fashion

Cosmetics Design

Interview with Haley Crawford conducted by the author

Science Direct

Appinio

Professional Beauty

Cosmetics Business

British Beauty Council

By targeting a market that’s been ignored, but one with immense spending power, Made of More spotlights a group of women with significant needs – and the buying potential to match. It's giving Gen X beauty lovers the science-backed products they seek and boosting the visibility of this generation.