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.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

In anticipation of the release ofInside Out 2, Disney has partnered with tween skincare brand Bubble. The movie-inspired collection features bright, bold colors inspired by different characters in the film and emphasizes the importance of healthy, age-appropriate skincare habits.

TikTok is placing age restrictions on some of its beauty filters to address concerns about how they impact the mental health of its teenage users. With young people feeling increased pressure to look perfect online, there’s a need for more open dialog to combat toxic beauty standards.

A TikTok trend chronicling the behavior of ‘Sephora Kids’ is stoking conversation about the pressure felt by teens and preteens to adhere to conventional beauty standards. People are increasingly calling out beauty brands for their role in perpetuating negative body image.

As part of its Self-Esteem Project, Dove is joining hands with kids’ YouTube channel Blippi to promote a healthy body image among preschoolers. Gen Alpha’s beauty anxieties are taking root even before the tween years, and brands have an opportunity to instill body-positive attitudes from day one.