A study into Russian gender stereotypes has found that gender traits are developed by social normalising in kindergarten. In the global debate around the impact of nature versus nurture on how gender develops, the research reveals the massive influence teachers have at an early age.

Billie, the subscription service for women’s razors, has already made its egalitarian attitude known by combating the ‘pink tax’ on female beauty products. With Project Body Hair, it’s showing genuinely hirsute women shaving themselves smooth in an attempt to overhaul entrenched beauty ideals.

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 standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.