Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People are reconsidering what possessions mean to them 

Ownership Reset

Gen Z (born 1997-2010)

Global

Beauty

Make-up

Skincare

Gen Zers are mainstreaming beauty dupes in a major way. With a growing selection of inexpensive alternatives to their favourite beauty products widely available, Gen Z are shifting the stigma around bargain products and building cultural credibility around saver mindsets. 