When you think of smart objects and connected gadgetry, what springs to mind? Most likely fridges and phones and other household practicalities. But if L’Oréal’s latest research project is successful, mascara will be the latest addition to the ever-evolving Internet Of Things.

L’Oréal's announcement of connected mascara and smart skin protection exemplifies how technology and beauty can co-exist. Now, French start-up Feeligold is hoping to jump on the bandwagon too, offering people the opportunity to banish wrinkles via their smartphones.

Hispanic women represent the fastest growing beauty market, and while previous generations relied on their mothers for make-up advice, girls are now exposed to a wealth of brands and tips online. With over 2.5 million subscribers, how’s Latina vlogger Nicole Guerriero influencing these beauty buyers?

With e-commerce accounting for just 6.2% of beauty sales, it’s clear that the industry is still ruled by the high street. Offering an alternative to in-store assistants, My Beauty Matches uses a data-led approach to generate personalised product advice. Can it convince people to buy beauty goods online?