Asia's selfie obsession – especially amongst women – is more prominent than ever. In response, there's been an explosion of beautifying apps that automatically detect facial features, and enhance them according to Eastern beauty ideals.

Often described as having flawless, porcelain-like skin, Japanese women have long been the poster models for luminous Asian complexions. Tapping into this perception among US women, Tatcha is a geisha-inspired skincare line. But can it change American attitudes to skincare?

More often than not, if a brand steps out of line, there's usually an army of online protesters ready to call them out. #IAmPerfect was the response to an ad campaign titled 'The Perfect Body' featuring a line-up of tall, slim and toned Victoria's Secret models.

First there was 'hot or not', then the 'thigh gap' trend, and now social media sites are buzzing with the 'finger-trap test' to determine whether someone is beautiful or ugly. If your finger doesn’t touch your lips when pressed against your nose, you’re deemed pretty.