Waste is a big problem during the holidays and Fussy is has come up with an innovative solution to make a difference. By upcycling unwanted Christmas trees into a pine-scented deodorant, it's appealing to those who want brands to address waste during the festive season.

Though deodorant is rarely known for novelty, start-up Akt London has captivated both buyers and industry professionals with its elevated approach to the everyday roll-on. As shoppers seek out more sustainable beauty options, Akt is helping people inject some green into their routine.

People are prioritizing beauty product ingredients over brand names, since the pandemic allowed for time to research what was really working in their lives – beauty, skincare, and make-up included. What can less-established brands do to account for these factors as they enter the marketplace?

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.