In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

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.

With budgets shrinking, people are seeking products that feel like they’ve been designed with them in mind. In the beauty industry, this is manifesting in a new wave of hyper-focused goods and services that target specific demographics, cultures, and consumer needs.