With people being just as deliberate about what they’re putting on their bodies as in them, they’re taking a closer look at what is – and isn’t – in their favourite skincare and make-up products. In a bid to rid their bathroom shelves of unsavoury ingredients, they’re prioritising brands that are clean, green, and eco-keen.

Sustainability may be the buzzword among shoppers, but prohibitive costs are making environmentally-friendly options unobtainable for even the most eco-conscious consumers. With people increasingly keen to go green, brands have an opportunity to make sustainable lifestyles more accessible.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

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.