With aspirations to be ‘the Patagonia of the beauty industry’, Fluff is an ethical Australian cosmetics brand tapping Gen Zers. Its art deco-style refillable packaging, candid approach to beauty, and focus on keeping things simple shows how to engage mindful young consumers without the fluff.

People are looking for fresh and fun ways to incorporate small acts of climate-change activism into their daily lives and they’re increasingly expecting brands to support them in their eco ambitions. Plus, a zero-waste, plastic-free body wash brand, is doing just that.

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?

With mask mandates a thing of the past and the world returning to conventional working and socializing, women in America are getting back to their former make-up habits. But rather than simply wanting to look good, people are increasingly using cosmetics to spark joy and boost their confidence.