Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

According to new research, cosmetics contribute more to Middle Eastern women's sense of attractiveness and self-confidence than ever, but not in the ways typical of Western beauty trends. As such, beauty brands need to opt for a localist approach in order to connect with this group.

Amid strong demand for natural beauty ingredients, African beauty entrepreneurs are taking ownership of their individual countries’ local resources and beauty traditions. Consumers beyond the continent are turning to African businesses over multinationals profiting from the same ingredients.

LYS Beauty is filling the clean beauty equity gap, catering to Black women and diversifying the clean beauty sector by making it more accessible and representative. How can beauty brands ensure that their products welcome diverse communities and meet shifting consumer expectations?

As more Americans support local businesses, indie beauty brands are thriving in the post-pandemic era. What can beauty’s big players learn from their smaller, independent competitors? And how can large multinational beauty brands remain relevant to locally-minded consumers?