A brand called SQUISH is championing real beauty, with models of all different body shapes and a campaign featuring completely untouched images. As well as encouraging people to express their individuality, beauty brands can also play a role in the call for more inclusivity and female empowerment.

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.

The term 'real beauty' was originally used to empower women to embrace their natural looks. But as beauty is increasingly seen as a personal choice – rather than being for the benefit of others – women are accepting everything from breast implants to a full face of make-up as 'real'.

Cosmetic surgery is entering a new era as people seek to take greater ownership of their bodies. Fuelled by the openness of celebrities regarding their own treatments, they’re researching both invasive and non-invasive procedures that can augment their aesthetics to be social media-ready.