Ahead of the Olympics, Procter & Gamble has opened a beauty and grooming salon in Paris for athletes and their teams. As hair care becomes an integral step in people's everyday beauty routines, brands have the opportunity to create inclusive solutions for diverse hair needs and identities.

P&G caters to Olympic athletes with diverse beauty salon

TikTokers are embracing #underconsumptioncore, a trend that challenges consumerist habits by advocating the use of fewer products. Building on de-influencing, frugality trends are gaining popularity as people seek ways to cope with the ongoing cost of living crisis and environmental concerns.

Frugality TikTok trend encourages underconsumption

In a crowded market, CeraVe has sought to break through the beauty landscape by using humour to promote its products. As Gen Zers engage with entertaining and subversive ads, CeraVe's latest move to launch a soap opera aims to connect with younger audiences while educating them on skincare.

CeraVe uses soap opera clichés to connect with Gen Z

Method has launched a range of 'Good Karma' shower gels that employ uplifting mantras, unique scents, and specific hues to bring about positive feelings. The range taps into Gen Z's newfound love of shower routines, revered and celebrated on TikTok for the self-care opportunities they offer.

Method taps into Gen Z's love of showers

While Sephora teens – predominantly young girls – have been taking over online conversations around skincare and beauty, teenage boys are increasingly developing their own regimens. This new interest is part of broader shifts in notions of masculinity that are set to transform the beauty market.

Teen boys are making investments into beauty regimes 

Launched in the late 1980s, Australian beauty brand Aesop is well known for its quiet, understated, and minimalist design. It has long pioneered the concept of ‘quiet luxury,’ even before there was a name for it, and imagines its customers as worldly and cosmopolitan rather than beauty buffs.

How Aesop sustains beauty and quiet luxury for Aussie men

Idols and actors who promote flawless and healthy skin through 10-step routines and effective products dominate South Korea’s beauty industry. In 2024, quick ‘tweakments’ that promise natural results are on the rise. But with fads evolving faster than ever, can K-beauty keep up?

Are ‘tweakments’ the future of K-beauty?

L’Oreal has partnered with biotechnology company Debut to replace and enhance conventionally sourced materials in its products. As people increasingly prioritize sustainability and value-driven choices, brands can build trust and drive change by authentically communicating green efforts.

L’Oreal reinforces dedication to sustainable materials

Beyoncé's hair care line, Cécred, is capturing diverse beauty enthusiasts with its focus on inclusivity, self-care rituals, and scientific innovation. But can the brand maintain its momentum by addressing the industry's ‘texture tax’ and ensuring equitable pricing for all hair types?

Why Cécred weaves authentic science into Black hair care

Olympian Ilona Maher and beauty brand builder Ann Ragan Kearns have joined forces to launch a next-gen skincare brand aimed at active women. As beauty and sport converge more closely than ever, people are seeking out personalized products that mirror the aspirational lifestyles of elite athletes.

Medalist Skin personalises beauty for athletes' needs

Yours Truly is championing customisation in hair care with the help of digital questionnaires and one-to-ones with experts. It’s facilitating a much-needed change in how people look after their locks, offering a thoughtful, transparent approach that caters to Germans’ beauty needs.

How Yours Truly personalises Germans’ natural hair goals

Missoni has introduced a luxury skincare amenity kit in collaboration with Delta Air Lines. As high-net-worth individuals seek quality experiences – both during their journey and on arrival – exclusive offerings like this can increase brand loyalty and strengthen brand identity.

Missoni x Delta Air Lines launch exclusive amenities set

Nopalera has made waves as a Mexican-inspired beauty brand focused on Latin representation in the luxury industry. With the Nopal cactus as one of its heritage ingredients, the brand has demonstrated that quality, bespoke skincare can be synonymous with Mexican-inspired products.

Why Nopalera mixes Latine heritage into ‘skinification’

With skincare enthusiasts cutting down their routines, minimalism is in. Korean brand COSRX has risen beyond the saturated K-beauty market and built a global following through its ingredient-based, fuss-free approach designed to address its audience’s specific concerns.

How COSRX simplifies clean skincare for K-beauty fans

When it comes to make-up, Uche Natori is in a lane of her own. Known for her flawless foundation routine, she teaches her audience how to achieve the perfect make-up look. What can brands learn from this veteran creator’s step-by-step make-up routines and focus on inclusive community building?

How Uche Natori builds Black beauty community

Temporary piercings are infiltrating the beauty space, with several Gen Z tastemakers sporting pierced looks in recent months. The move falls in line with a wider rejection of conventional beauty standards among young people, who are prioritising experimentation and self-expression over conformity.

Fake piercings offer non-committal rebellion for Gen Z

People are surviving with what they can afford, and what they can afford is often disposable. Consciously or not, this leads to a demand for alternative wellness as a coping mechanism. In China, young people are using fragrance to combat how economic woes make them feel – and the nicher, the better.

How Chinese Gen Zers use fragrances as wellness escapism

HUE is a British brand that centres on inclusivity as its core purpose by formulating products designed specifically for darker complexions and their unique needs. Prioritising purpose over trend churn and committing to a collaborative community, the brand aims to fill a gap in the skincare industry.

HUE tackles inclusivity in the skincare industry

The beauty market is growing more diverse with the rise of gender-neutral products, subsequently changing how Gen Z and Y men perceive and purchase a range of cosmetics. How is this shift impacting the ways they collect and use fragrances specifically? And what kinds of scents attract them?

How Gen Z and Y men are approaching scent in 2024

E45's campaign celebrates the unique skin changes that trans individuals experience. The ad features trans women's skincare routines, emphasises the bathroom as a safe space, promotes skin comfort and acceptance, and highlights the need for supportive products for transgender people.

E45 helps transgender women feel comfortable in their skin

Reef Relief sunscreen protects skin from the sun while also nourishing coral reefs and helping them regenerate. Many sunscreens contain chemicals that harm marine life, causing many eco-minded consumers to avoid them and putting them at risk of sun damage and poor health.

Reef Relief offers UV protection and coral nourishment

Rihanna has announced the launch of Fenty Hair, a flexible line of products designed to strengthen and repair all hair types. At a time when celebrity-backed lines are being formed every day, brands can stand out by catering to the pain points of a diverse consumer base.

Fenty Hair promises to deliver diverse range 

Research has indicated that Gen Zers are more likely to absorb myths about suncare than older generations, and experts point to online misinformation as the cause. With young audiences valuing peer-to-peer knowledge, the data highlights a need for greater caution around wellness rhetoric.

Gen Z prove susceptible to online sun safety myths

The runways of Australian Fashion Week were coloured by subcultural influence, bringing occult aesthetics and goth-inflected beauty looks to centre stage. In an age of polycrisis, people are shunning overly-polished visuals and exploring the macabre as a way of processing harsh realities.

Occult aesthetics gain ground at Australian fashion week

Korean skincare brand Innisfree is known for its commitment to clean beauty and natural ingredients. While it’s been a longtime champion of sustainability, its recent greenwashing scandal sparked conversations about brands’ commitments to eco-friendly practices and how genuine they are.

Why Innisfree’s rebrand led to debates on green K-beauty

India's booming youth demographic is propelling a surge in demand for homegrown beauty products, emphasising transparency and a fusion of age-old rituals with modern science. This marks a significant departure from the previous generation’s reliance on home remedies and global brands.

Why are young Indians leaning into homegrown beauty?

DoorDash has launched a partnership with Ulta Beauty to offer shoppers on-demand beauty product delivery across 50 U.S. states. This comes at a time when social shopping is on the rise, and people are searching for brands that can offer ease and convenience at a premium value.

DoorDash and Ulta Beauty cater to social shoppers

Chanel has partnered with Martin Scorsese on an ad campaign for Bleu de Chanel, launching Timothée Chalamet as a spokesperson for the iconic scent. As Gen Z pivots towards small luxuries as a way to express status and identity, fragrance is seeing a surge in popularity among young shoppers. 

Chanel collab targets a new wave of fragrance fanatics

Teen boys are turning to fragrance for self-expression, leading to an unlikely growth in luxury scents as an aspirational hobby. As high-end cologne grows in popularity, there’s an opportunity for luxury brands to create accessible entry points into the category for young men.

Teen boys turn to fragrance for self-expression

Boots has expanded its online Skin Health offerings, launching two new online services that provide professional assessment, advice, and treatment within 24 hours at an affordable cost. As interest and demand for skin services grow, brands are providing more universal access to expert advice. 

Boots increases accessibility to expert skincare advice

A California bill aiming to place age restrictions on anti-aging products has failed to move forward. As Gen Alphas delve into the world of skincare, they're being exposed to damaging products that should be reserved for adults – making protective action urgent and imperative for beauty brands.

California fails to implement skincare age restrictions 

Fendi is launching its own fragrance collection inspired by the brand’s history and the key members of its community – from its matriarch to key tastemakers. The collection speaks to people’s desire for fragrances that are linked to emotional connection and authentic storytelling.

Fendi's fragrance launch encourages emotional connection

e.l.f. Beauty's Change The Board Game initiative advocates for diversity in boardrooms and its importance for better decision-making and innovation. Reflecting diverse perspectives is essential for staying culturally relevant, and a lack of it can lead to misrepresentation and backlash.

e.l.f. Beauty aims to diversify boardrooms in the US

As gaming’s role in culture expands and diversifies, beauty brands are discovering a lucrative new frontier. How are they harnessing strategic collaborations, virtual experiences, and innovative products to tap into the gaming community and facilitate a sense of self-expression and belonging?

How beauty brands are levelling up with gaming

The Ordinary has released a campaign promoting its high quality and scientific backing over influencer collaborations and far-fetched claims. As the cost of living crisis creates increasingly discerning consumers, skincare buffs are looking for products that are reliably effective and affordable.

The Ordinary platforms simple, science-backed beauty

As Gen Alphas enter their own self-care era, they are turning to beauty care as a source of social capital, self-acceptance, and confidence. For the emerging generation in Australia, skincare that offers a playful and tactile experience reigns supreme, and Allkinds does just that.

How Allkinds formulates playful beauty for Aussie tweens

Chāmpo has developed a range of hair care products that merge ancient Ayurvedic ingredients with contemporary trichology and formulation science. This unique blend has seen the brand take off among online beauty buffs, many of whom have taken to TikTok to demonstrate the efficacy of its products.

Why are Chāmpo’s hair care serums sparking virality? 

In anticipation of the release of Inside Out 2, Disney has partnered with tween skincare brand Bubble. The movie-inspired collection features bright, bold colors inspired by different characters in the film and emphasizes the importance of healthy, age-appropriate skincare habits.

Disney x Bubble collab entices tween skincare buffs 

Hallyu is not stopping anytime soon, and neither is K-beauty. By supporting and fostering the growth of local beauty brands while also catering to the rapidly growing foreign market interested in K-beauty, Olive Young has solidified its position as the leader of the Korean beauty market.

How Olive Young globalises the quality of local K-beauty

Youthforia, a clean and sustainable makeup brand, is facing a backlash after its latest foundation line failed to reflect darker shades. As conversations around inclusivity continue in the beauty industry, brands will need to cater to underrepresented consumers in ways that extend beyond tokenism.

Youthforia faces backlash for ‘jet black’ foundation

After a drastic makeover went viral, Westerners flocked to Xiaohongshu (also known as Red), a Chinese social networking app, in search of makeover tips. They’ve also delighted in Red users’ honest but not unkind feedback, a byproduct of Chinese culture that is seeing growing appreciation globally.

Why Xiaohongshu’s Chinese users are consulted for frank makeovers

Charlotte Tilbury is hosting a pop-up in London, UK, to launch her 'mood-boosting' fragrance collection. As consumer expectations around in-store offerings increase, brands are using personalisation and sensory immersion to help facilitate discovery and engagement. 

Charlotte Tilbury pop-up offers sensory immersion

Skincare enthusiasts are taking an interest in preventative care to avoid the appearance of aging, even starting as young as their teens, in some extreme cases. Canvas8 spoke to nine Americans to find out how and why they’re incorporating anti-aging products into their skincare regimens.

How are Americans using anti-aging products?

While a fresh generation of age-positive advocates is making headlines, an obsession with anti-ageing remains pervasive – even among children and young teenagers. Canvas8 spoke to seven Britons about their beauty purchase decisions and how they integrate anti-ageing products into their regimens.

How are Britons using anti-ageing products? 

How has anti-ageing skincare become an obsession for Gen Zers? What drives Gen Apha’s interest in beauty, and what’s behind the #Sephorakids stereotypes? Why are hyper-local brands winning big on the global market? And how has contemporary perfumery risen to the top of the beauty sector?

Beauty Sector Snapshot: May 2024

Skintellectuals are becoming increasingly educated on product efficacy and are aware that tech-led devices can deliver tangible results. With AI-powered technology and being first to market for affordable devices, GESKE is helping consumers transform their skin in an era of ultra-personalised beauty.

How GESKE is leveraging tech for personalised skincare

A collaboration between fragrance brand Documents and funeral goods provider Greatroam has produced a creative incense burner that taps into the wave of 'guochao' in China. Young people in the country are seeking contemporary takes on heritage to celebrate culture and access a sense of stability.

Incense burner collab brings luxury to Qingming Festival

Naturium, known for its affordable skincare, offers nine of its popular facial products in double-sized 2oz. versions. With people being hyper-aware of product value, larger sizes are a smart financial choice, but other benefits include sustainability and encouraging loyalty.


Naturium jumbo-sized skincare combats shrinkflation 

L'Oréal Paris has launched a campaign featuring celebrity resumes highlighting the setbacks and accomplishments of notable women. As careers become less linear, people are looking for brand communications to celebrate their unorthodox paths to success and embrace imperfection.

L'Oréal highlights career failure on the path to success

Beyonce's new haircare line, Cécred, has launched a new campaign encouraging people to share their hair routines on TikTok for a chance to be featured on billboards. The campaign aims to celebrate diverse hair types and textures while creating a sense of community and connection.

#CécredWashDay celebrates diverse hair routines

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Wyn Beauty meets needs of functional-first beauty buffs

Dove Men+Care has launched a new product to tap into skyrocketing interest from male consumers in whole-body deodorant. Research shows that men feel uncomfortable talking about their personal hygiene, and the release supports personal care with an understated and pragmatic offer.



Dove launches whole body deodorant as hygiene norms shift

Brands are using paparazzi shots as marketing tools, blurring the line between authentic endorsement and calculated promo. This trend taps into our fascination with celeb culture and fits into a wider blurring of reality, from AI shaking up truth to curated 'authenticity' on social media.

Paparazzi shots as marketing blur reality and fiction

Human Beauty is an inclusive beauty brand built by a founder and a community of people within the disabled community, giving it a hyper-authentic point of view. The brand’s innovative products and communications celebrate the diversity and personal needs of consumers of various abilities.

How Human Beauty blends ability inclusion in beauty design

Beauty brand Sally Hansen has unveiled its first-ever male-led partnership with basketball player Jared McCain. As expectations of masculinity continue to shift, brands can partner with male athletes and icons who can champion new and inclusive archetypes of masculinity.

Sally Hansen's beauty campaign champions male icon

British Beauty buyers are overwhelmed with choice – something compounded by the need to juggle self-care with high living costs. Beauty Pie hits the sweet spot for UK beauty enthusiasts by lining up peer-reviewed products at factory prices, creating a loyal and engaged online community.

How Beauty Pie makes expert beauty a low-cost luxury

The Walmart Start program broadens the retailer's beauty offerings by investing in up-and-coming businesses. As people continue to shop where they feel their morals and cultural nuances are valued, incubator programs like this highlight how legacy brands can get involved in a meaningful way.

Walmart accelerator uplifts small beauty brands

Replicating US progress, France is considering a bill to address hair-based discrimination as desires for self-expression and celebrating cultural identity can conflict with institutional rules. With conversations around hair and hair loss evolving, brands are beginning to demonstrate their support.

France considers a bill against hair discrimination

Kraft Heinz has released a Velveeta cheese-inspired hair dye modeled after the bright yellow hue of the fridge staple. As Gen Zers’ self-expression grows freer, brands are looking for quirky, unexpected ways to encourage cross-platform collaborations to court their superfans.

Velveeta hair dye courts cheese superfans

Swedish pharmacies have introduced a new age restriction, prohibiting young children and teens from purchasing anti-ageing products without parental guidance. The measure aims to prevent kids from experimenting with harmful products while promoting age-appropriate skincare habits.

Swedish pharmacies introduce age restriction on skincare 

Ulta is expanding its sustainability efforts through a program that encourages customers to recycle empty products. However, people are increasingly demanding initiatives that emphasize proactive waste reduction from companies rather than burdening consumers.

Ulta recycling program lacks eco-imagination 

Chinese personal care brand Hi!Papa has gained success by filling a vacuum in the market between all-in-one infant/baby products and teen/adult skincare and cosmetics. How did it tap into the broader kids’ skincare and cosmetics trend, and what can brands learn from this?

How Hi!Papa invites Chinese kids into playful skincare

In China, female empowerment is becoming correlated with increases in luxury spending, as achieving success in personal or professional lives is being rewarded through luxury products. For brands, leveraging exclusive offline experiences is becoming a popular strategy when appealing to HNWIs.

Clé de Peau Beauté targets HNWIs with offline activation

Body grooming brand Bombae has launched a campaign that aims to dispel taboos around body hair. As body positivity discourse enters the mainstream in India, people are gravitating towards brands that champion body acceptance in ways that recognise cultural nuances around beauty standards.

Bombae empowers Indian women to normalise body hair

Renude is harnessing AI to make dermatology more accessible, accurate, and speedy. Appealing to people who lack access to skin care specialists, and those overwhelmed by too much – often contrasting – information found online, Renude is providing a simple skincare and skin health solution.


Renude makes expert skin care advice more accessible

While perfume has been around for nearly as long as humans, it is currently having a moment and outperforming sales of any other beauty products across the board. It seems like younger consumers can’t get enough of niche new fragrances and emerging scent brands. What’s behind perfume’s renaissance?

What’s behind perfume’s surge in popularity? 

Mary Fowler helped to secure the Australia women’s national football team’s spot in the upcoming Olympics and has now been announced as L'Oréal’s new ANZ brand ambassador. As the profile of women's football grows, this partnership is one more link in a growing chain between sports and beauty.

L'Oréal partnership uplifts women through football

Gen Z's widespread adoption of anti-ageing solutions suggests their willingness to embrace cosmetic procedures to pursue youthful appearances that align with their fast-paced lifestyles. Are these procedures becoming as commonplace as beauty rituals, and what implications does this hold?

Why are Indian Gen Zers embracing cosmetic procedures?

As demonstrated by the #Sephorakids movement online, Gen Alpha are using adult skincare products that risk damaging their skin. Evereden is a mum-and-baby care brand that offers children-friendly products, allowing children to experiment with skincare while sheltering them from potential harm.

Evereden offers kid-friendly skincare for Gen Alpha

Beauty products have become one of Indonesia's fastest-growing markets and businesses in the last few years. However, local brands used to have less access to expand their market. Sociolla emerged as an e-commerce platform bridging the gap between beauty brand enthusiasts and the brands themselves.

How Sociolla blends Indonesian quality into global beauty

Excelling at both product innovation and viral marketing, Topicals is a global beauty force to be reckoned with. Serving a diverse market of Gen Zers, the brand is lauded for its representation of those with ‘imperfect’ skin and its hyper-relevant cultural conversations around skin neutrality.

How Topicals highlights diverse beauty through viral UGC

Amid rising climate anxiety, consumers are calling for brands to be more eco-conscious, socially responsible, and evidence-based. This is leading beauty brands to innovate with climate-adaptive products, which offer skincare solutions that counter harsh weather and give consumers peace of mind.

Why beauty brands are making climate-adaptive products

Consumers are embracing fragrance-led journeys and scent-infused rituals, leading many to seek out brands that satisfy their aromatic appetites. With the power of scent driving emotional connections, Jo Malone is helping buyers infuse meaningful fragrance moments into their lives.

How Jo Malone became a coveted fragrance companion

Nature Spell’s Rosemary Oil for Hair Growth was dreamt up by two sisters from London who cared about clean beauty and wanted to share Indian hair oiling techniques with British customers. How did this small family business result in a TikTok sensation and a product that is a beauty bestseller?

How Nature Spell has brought Indian beauty to Britons

Dove has launched a campaign to address the trend of teen and tween girls adopting anti-aging measures prematurely. Beauty trends on social media have the opportunity to turn toxic quickly, and parents are looking for brands to help Gen Alphas develop healthy, age-appropriate skincare habits.

Dove tackles Gen Alpha skincare anxieties

Foreigners are turning to Chinese netizens on Xiaohongshu for makeover advice with the 听劝 trend. Chinese users act as mentors for global users, offering hyper-local knowledge and deepening the intercultural exchange that has been booming in the beauty industry, with local heritage taking precedence.

Chinese netizens are giving cross-cultural beauty advice

Parlon, a Filipino beauty and tech platform, makes self-care easy by hosting over 500 wellness service providers. By catering to Filipinos’ health and wellness priorities post-pandemic, it is a one-stop shop for beauty enthusiasts and helps independent salons with digital operations.

Why Parlon digitises the Filipino beauty salon experience

The international impact of Thai pop culture through movies, series, and other media has been an exciting breakthrough for Southeast Asia. Making waves on the internet now is Thai beauty, catching eyes and turning heads with a distinct makeup style and affordable cosmetics.

Thai beauty's secret to going global? Focusing on local shoppers

DTC razor brand Billie has launched a campaign celebrating 'unexpected reasons to shave' – looking to reframe shaving body hair as a choice rather than an obligation. As norms around women's body hair change, many are reevaluating the positives and negatives of their relationship with shaving.

Billie's 'reasons to shave' reframes shaving as a joy

In India's thriving luxury beauty sector, Bollywood biggie Deepika Padukone's skincare venture, 82°E, aims to seize attention. Despite facing pricing and communication challenges, star power and a focus on sustainability have boosted visibility, but the question remains – is it enough for success?

How 82°E associates Indian skincare with celebrity status

Grupo Boticário is addressing the challenges of limited dexterity with free accessories that transform its products to be more ergonomically suited for people with physical disabilities. Beauty brands globally are starting to design inclusively, but more work is still needed for true universality.

Grupo Boticário boosts access with cosmetic accessories

Gen Zers work out more than previous generations, and they’re also more invested in skincare. With #Gymskincareroutine receiving millions of views on TikTok and fitness influencers sharing their gym routines, how is this merger of skincare and fitness influencing Gen Zers’ self-care habits?

How are Gen Z fitness buffs upgrading their skincare?

Consumer skepticism has seen an array of celebrity beauty brands develop a less-than-favorable reputation. However, invested consideration from emerging players such as Rhode by Hailey Bieber has been shown to win over beauty buffs in an oversaturated market, carving out a blueprint for success.

How Rhode uses star power to win over young beauty buffs

Men are ready to express themselves through beauty – and Obayaty is here to provide the tools to just do that. The new-gen brand is pushing aside basic skincare products and is filling a gap in the market for practical-meets-playful make-up that gives those who identify as male a creative outlet.

Why Obayaty adds personal color to masculine beauty

Fans of Hailey Bieber’s skincare brand, Rhode, have been anticipating a new product launch after the model soft-launched a new phone case with a built-in lip balm holder on social media. This is an example of a brand that successfully operates across sectors to become a social signifier.

Rhode lip balm phone case becomes social signifier

New Zealand will ban toxic chemicals in cosmetics by 2026, citing both the chemicals' impacts on the environment and people’s health as the main drivers for the ban. With growing interest in cleaner beauty standards, customer expectations of ingredient transparency and understanding are increasing.

New Zealand backs ban on toxic cosmetic ingredients

Combining aromatherapy with reusable vessels, Rokuscent is helping Malaysians scent their homes without sacrificing their eco-conscious values. The brand highlights how people are elevating their living spaces and seeking a sense of comfort and wellness through home fragrances.

Rokuscent brings sustainability to home fragrances

82°E – a self-care brand created by Indian actress Deepika Padukone – has announced its foray into body care. As the boundaries between people’s health, wellness, and beauty routines continue to blur, the body care space offers untapped potential when it comes to courting wellness-savvy Indians.

82°E ritualises body care for wellness-minded Indians

Minimal make-up aesthetics have given way to no-make-up trends, characterised by consumers eschewing colour cosmetics to focus on skin and hair health. What’s fuelled this seismic skincare and beauty shift and how can brands communicate with a new, more informed consumer?

What’s driving the rise in minimal/zero make-up?

Amid China’s booming beauty market, there’s still a notable gap in mature beauty options. Brands face the task of appealing to the country’s thriving multi-billion dollar silver economy – the ageing who are digitally savvy, financially able, and discerning in their expenses.

‘Mom beauty’: the self-care boom among Chinese Gen Xers

O Boticário unveiled Extinto, a fragrance evoking the pre-pollution scent of Brazil's Guanabara Bay. With 18,000 litres of sewage dumped per second into the bay, Extinto aims to emotionally and viscerally connect people to environmental loss, urging responsible habits amid dismal recycling rates.

O Boticário captures the scent of pre-pollution Brazil

California Naturals has unveiled a campaign starring Owen Wilson as the brand’s ‘Chief Shampoo Officer’. As people become desensitized to celebrity-backed beauty brands, there’s an opportunity to put a fresh spin on star power as a strategy to enhance authenticity, not diminish it.

California Naturals harnesses Owen Wilson's icon status

Chanel is leading the efforts to enhance traceability across the beauty industry. As consumers increasingly demand transparent and genuine action when it comes to supply chain sustainability, brands that show leadership in transparency efforts will gain trust among eco-shoppers.

Chanel initiates beauty industry traceability efforts

Pharmacies have been one of France’s best-kept secrets for centuries, but now a spike in public awareness has turned the country into a sought-after tourist destination, ignited by social media and the viral hashtag #frenchpharmacies. What’s driving this interest in the country’s skincare industry?

What’s driving global fascination with French pharmacies?

A TikTok trend chronicling the behavior of ‘Sephora Kids’ is stoking conversation about the pressure felt by teens and preteens to adhere to conventional beauty standards. People are increasingly calling out beauty brands for their role in perpetuating negative body image.

#Sephorakids highlights unhealthy beauty standards

YSL has showcased its rewilding and ecofeminist efforts in Morocco. As consumers increasingly prioritize sustainability and value-driven choices, rewilding strategies help brands authentically engage in environmentally conscious initiatives that empower local communities and protect biodiversity.

YSL Beauty celebrates ten years of rewilding efforts

What happens when an established fragrance manufacturer teams up with one of Germany’s most popular social media influencers to launch a premium perfume brand? Selling out within hours of launching, Orodion demonstrates the impact of digital channels on the niche perfume category.

How Orodion is bringing premium scents to connoisseurs

Described by some as the antithesis of the 'clean girl', the mob wife aesthetic has gone viral with gaudy, 90s-inspired looks. As micro-trends come and go faster than ever before, people are rethinking what it means to have personal style in a time of flattened, algorithmic identities.

TikTok users are divided about the 'mob wife' aesthetic

Rapper A$AP Rocky is collaborating with his partner Rihanna’s beauty brand Fenty to promote lip balm for both men and women. As more male role models unapologetically play with gender expectations in beauty and fashion, perceptions of mainstream masculinity are broadening and evolving.

Beauty