2019 saw people tear up the beauty rulebook as acne was worn proudly and women grew out their facial hair for Movember. When Gucci Beauty returned after a three-year hiatus, it showcased models with unairbrushed pores, missing teeth, and other so-called ‘imperfections’ to celebrate the diversity of individual looks. Starface took this idea a step further by creating star-shaped stickers to playfully confront and heal spots. In 2020, the evolution of these attitudes will see ‘rebellious beauty’ become mainstream. From glitter in place of concealer to bejeweled lashlines, people will reject traditional beauty ideals in favour of creative self-expression. And as people take control of their beauty narratives, they’ll expect brands to give them the tools needed to achieve their aesthetic aspirations.