The clean living, body positive and no-make-up movements exemplify how perceptions of beauty are shifting to focus on wellness, inclusivity, and empowerment. But with a history of selling more hope than health and a culture obsessed with image, can the beauty sector ever be good for our wellbeing?

With bottles of shower gel promising glamour for women and power for men, Radox has been called out for perpetuating gender stereotypes in the advertising of its products. As marketers remain slow to take up gender equality, people are turning to social media to expedite the process.

The premium candle market is heating up – growing by a third in just two years. Alongside mass-market favourites, a new pack of digital-first brands is blazing a new trail. Boy Smells’ scented candles speak to the Instagram age, subverting gender stereotypes and tapping into the wellness movement.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.