Scent, and the lack thereof, has been a defining feature of the pandemic. As people return to more public living, the return of fragrances is set to play a pivotal role. Le Labo’s Santal 33 is a strong example of how branding and design can place perfume firmly in the public’s imagination.

Inspired by Senegal, made in New York – Ami Colé is a beauty brand that’s more than skin-deep. Created by ethnic minority women for ethnic minority women, the label creates cruelty-free complexion-caring formulas for an often-overlooked demographic, all while celebrating melanin-rich skin.

With the pandemic forcing Australians into lockdown, Adore Beauty – the country’s original online beauty store – was thrust into the limelight as Aussies who have traditionally been slower on the uptake of e-commerce hopped online to keep their cabinets stocked and get their beauty fix.

Skincare aficionados may have spent the best part of the 2010s championing K-beauty, but amid the uncertainty of the pandemic, Japanese rituals have gained fresh relevance around the world. How is J-beauty balancing old and new wisdom to meet evolving consumer needs?

At the forefront of the Chinese beauty market is Perfect Diary, a rapidly growing beauty brand that’s turning into China’s quintessential cosmetic label. It’s also a rigorous marketing engine and creative collaborator that’s redefining e-commerce and digital communication.

Amazon is making a big move into the beauty business with the launch of its first physical salon in London. The company promises treatments backed by the latest in AR technology, which is likely to appeal to people who are increasingly comfortable integrating tech into their everyday lives.

Amid strong demand for natural beauty ingredients, African beauty entrepreneurs are taking ownership of their individual countries’ local resources and beauty traditions. Consumers beyond the continent are turning to African businesses over multinationals profiting from the same ingredients.

Vanessa Hudgens and Madison Beer have launched KNOW Beauty, a skincare brand that uses DNA to analyze people's skin health and treat them correctly. Using data and personal information, the brand aims to educate people when it comes to treating skin conditions and maintaining healthy skin.