Honesty is the number one quality for people when deciding whether to buy into a brand – and brands are responding by presenting an image of greater transparency. One of the reasons crowdfunding platforms have flourished is because they take people on a journey from start to finish, while buying locally sourced produce is becoming increasingly important for consumers. But as brands have cottoned on to this desire for greater transparency, some have fuelled distrust by manufacturing appealing supply chain stories, rather than provide honest facts. As a result, people are more cynical than ever.

According to influencer marketing firm Klear, the number of Instagram posts tagged with #ad doubled between 2016 and 2017. It's a sign that brands are investing more in influencer-led strategies, recognising how an endorsement from a social media star can make them seem more relatable.

Make-up vloggers have established themselves in the beauty industry as trustworthy sources of information on the right products and techniques to achieve specific looks. Col-Lab taps into the power of these influencers, working with eight of them to develop a line of high-quality cosmetics.

While many social media influencers cut their teeth on Snapchat – Kylie Jenner reached 10 million fans in 2016 – Snapchat’s lack of data on followers and views makes it tough for influencers to make money. As a result, many are leaving the platform, taking their followers with them.