With notes of candy floss and sour cherry, Babe Power is the first fragrance from Missguided. And despite its non-designer roots, it's the UK’s fastest-selling perfume of 2017 – an affordable accessory for the young women swapping a signature scent for a wardrobe of fragrances.

Live-streaming is booming in China. Whether they're watching others perform, eat or go about their everyday lives, 200 million people have accounts on these platforms. And brands are now jumping onboard as they recognise the opportunities to engage with potential customers.

The fragrance and perfume industry is set to be worth $45.6 billion by 2018 – and a new start-up is after a slice of the action. By offering unisex, artisanal scents over the internet with a ‘try before you buy’ delivery option, Phlur is hoping to change how people shop for perfume for good.

From ultra-cute selfie apps to whitening underarm lotions, an obsession with aesthetic perfection in Asia is fuelling growth in the consmetics market. And with higher incomes and more open economic policies, Chinese beauty junkies are splashing the cash on premium products.