Compared to past generations of teens, Gen Z’s aesthetic ideals are distinctly low-key, with the pursuit of an inside-out glow meaning that cosmetics purchases tend to revolve around intelligent skincare routines. So, how does make-up fit into this minimalist approach to beauty?

Messaging around sun safety tends to focus on fairer skin tones and most formulations don’t cater to the needs of darker skin. Black Girl Sunscreen is working to promote sun protection for Black people with a white-cast-free, moisturizing product that positions suncare as self-care.

From Birchbox to Play! By Sephora, there’s no shortage of subscription boxes tailored to people’s specific skincare and makeup needs - but women of color are often left out of the conversation. Glory Skin aims to fill this gap, with a mission to ‘democratize healthy skin’ through targeted products.

J-beauty giant Kao has joined other beauty players in pledging to remove words such as ‘whitening’ and ‘lightening’ from its products. As Japan’s younger generation pushes back against traditional norms, beauty brands are under pressure to make their offerings more inclusive.