Shiseido’s skincare subscription service offers busy Japanese women highly personalised skincare routines through a dedicated app that analyses their skin conditions. As people expect more personalisation from their beauty routines, brands are turning to tech to meet these changing needs.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

Eurocentric ideals have long left Afro-Latinx Americans feeling underserved by the beauty industry. But as the natural hair movement picks up steam, people are reclaiming the style they were born with and Botánika Beauty is providing the products to smooth and sculpt a healthy, curly mane.

"The Fenty Effect" has put pressure on established beauty brands to better cater to minority consumers – but true inclusivity means going beyond shade ranges. Recognizing that different types of skin require different types of care, UOMA Beauty’s products address diverse needs.