Lipstick has a shady history. In ancient Greece it was worn by prostitutes and in ancient Rome it was the ultimate status symbol. But since the 1920s it’s adorned the lips of the masses. So how do women decide what shade to buy? It has more to do with what city you live in than beauty trends.

Beauty is in the eye of the Instagram follower. A new wave of social media-savvy start-ups are making their mark in the Australian market, and Poni Cosmetics is leading the way. How has the e-tailer used social know-how and an obsession with brows to stand out in this competitive space?

With 350 million photos uploaded to Facebook every day, people are creating and looking at more images of themselves today than at any other point in history. And as our lives become permanently on display through the growth of social media, it’s changing how we see ourselves.

Whether you’re the contouring queen or a minimalistic gal, a lot of women aren’t prepared to spend more than five minutes putting their face on in the morning. And there are more products than ever that offer time-saving shortcuts to help women feel beauty-rich, even when they're time-poor.