In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it's inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss-proof.

EOS lip balm has become a cult hit, selling over 1,000 units per week at Selfridges in 2013 and being named the fourth most influential brand in the world for female Gen Yers. But how has a seemingly dull product spawned one of the most coveted and identifiable brands for women around the globe?

In her 2015 book Bowl + Spoon, food and wellness writer Sara Forte put the joy of one-pot eating centre-stage. And thanks to both foodie culture and design appreciation going mainstream, the crockery that food is eaten on is now becoming almost as important as the food itself.

From waffles and ice cream to bagels and burgers, multi-coloured grub has become a culinary phenomenon, responsible for hours-long queues at stores and a deluge of social media posts. But what exactly is the appeal of rainbow food? And could participating in this fad be bad for brands?