Perfect skin may feel like a distant reality for many, but Future Skin is making it more achievable. The brand’s futuristic diffuser-delivered skin masks cover blemishes and give the face a flawless finish, showing that merging tech and beauty offers covetable, science-backed innovation.

People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?

Many people will relate to the difficulty in achieving a perfect winged liner. Applying makeup can be challenging for everyone at times, but for those who are less able, it can be incredibly difficult. Tackling this, Guide Beauty is a range of ergonomic cosmetics that are easy for anyone to use.

With lockdown giving beauty fans more time to shop around online, they’re exploring the benefits of customizable products. Unable to buy their usual gear in-store or seek in-person advice, people are expanding their horizons – creating an opportunity for brands to feed their curiosity.