Natural cosmetics are enjoying increasingly positive attention as minerals become a major selling point for beauty brands. In 2015, Toronto-based Leaves of Trees launched with an all-natural beauty range of its own. What can other brands learn by taking a leaf out of its book?

Does dirt clean your skin better? A selection of personal care products marketed under the brand name Mother Dirt, including shampoo, cleanser and a mist, contain a challenging ingredient – live-bacteria. Is this a pivotal shift in the cosmetics and personal care market?

One in ten women can’t go a day without using an exfoliating product. Frank is a coffee body scrub born in Australia, with natural credentials and a ‘cheeky personality’ that encourages its fans to post semi-naked selfies. But can it become a hit with Gen Y women worldwide?

Beauty brands are adapting to a new consumer psyche of technology, ethics and wellness while crafting a deeper narrative about what beauty might mean for 21st century consumption where doing good, looking good and feeling good all play a role.