With international fashion brands making competition on the Australian high street even more intense, a new generation of home-grown brands are building fiercely loyal style tribes both online and off. But can these emerging fashion cults fend off global competition?

Vaseline has been identified as the best UK healthcare brand when it comes to telling a good story. Closely followed by E45, and cold-relief product Vicks, how has this old-school petroleum jelly brand captured the hearts and imaginations of the British public?

Just a month after releasing its own range of beauty products, beauty site Into The Gloss has secured $8.4 million in financing to expand. But can an online magazine leverage its expertise in women’s daily routines to beat the industry giants at their own game?

Science has long been used by cosmetics brands to assert themselves as authorities on beauty and well-being. But consumers are shrewder than ever. Mother Dirt is different; it's the brainchild of a scientist. But can beauty buffs get to grips with cosmetics containing live bacteria?