As lockdowns continue in China, beauty influencers and brands are using their platforms to combat the 'emo' sentiment that’s arisen among China’s youth. The movement encourages wellness practices in beauty routines and demonstrates how parasocial relationships play out with beauty brands.

Body-positivity movements are making strides in challenging unrealistic body ideals - for women, that is. But idealised imagery is having a negative impact on young men, too, meaning that being inclusive of men and the challenges they face within body positivity spaces is key.

Catering to self-expressive yet commitment-phobic Gen Zers, Inkbox’s temporary tattoos offer short-lived and customizable body art without risk of regret. For an impulsive generation keen on flexibility and keeping up with trends, can brands offer the fleeting fun that today’s young people are after?

Shifting notions of masculinity look set to transform the wellness and beauty market, with nail polish and concealer potentially joining shaving cream and deodorant in men's shopping baskets. But how can brands shape a more inclusive future for the sector rather than reinforcing old norms?