Breaking down an industry that typically capitalizes on insecurity is Tula, a skincare brand that's tackling negative self-talk in its ad campaign. With skin woes negatively impacting people's self-perceptions, the brand aims to challenge this through kindness and self-love.

Sephora is stocking products created by influencer Patrick Starrr, whose ONE/SIZE brand caters to underrepresented groups in the beauty space, including male consumers. This move by the retailer acknowledges the growing demand for gender-inclusive cosmetics.

As beauty consumers become more aware of what they want to put in and on their bodies, they’re paying closer attention to the language used by beauty brands. Inclusivity is becoming increasingly important in the world of beauty and people are demanding realism and honesty – including when it comes to marketing products towards ageing.

Skincare is increasingly going natural, with even baby and toddler brands following suit. But simply using organic ingredients or labelling something vegan is not enough to win over some parents. How are wider trends within cosmetics affecting the ways they care for their children’s skin?