The sun-kissed look that tanning products now provide is far from the streaky mess that used to be associated with ‘faking it’. Self-tanning is on the rise – sales of oils, moisturisers and lotions increased 39% between 2015 and 2016 – but why are people opting to get their glow from a bottle?

The ultra-bronzed casts of TOWIE and Geordie Shore are fuelling a fondness for tanning among Britain’s young men. Over a quarter of male Gen Yers used self tanners in 2016, compared to only 16% in 2015, and young men are now more likely to visit a tanning salon than women.

How are people protecting themselves from urban pollution? What’s driving the backlash against the wellness movement? Why is ‘clean sleep’ now so coveted? Does the ‘natural’ look appeal to everybody? And what does it mean to be fit and healthy at ‘phwoarty’?

Japanese cosmetics giant Shiseido has bought start-up MatchCo, which provides people with a personalised foundation that matches their skin tone. This innovation supports the growing desire for personalised products, and demonstrates how tech can help beauty brands adapt.