Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

The inability to get a weekly or monthly fringe trim may seem insignificant, but with people wanting to maintain their sense of self during coronavirus lockdowns, some are experimenting with their appearance as a form of creative catharsis.

Compared to past generations of teens, Gen Z’s aesthetic ideals are distinctly low-key, with the pursuit of an inside-out glow meaning that cosmetics purchases tend to revolve around intelligent skincare routines. So, how does make-up fit into this minimalist approach to beauty?

The prospect of a global recession due to COVID-19 is leading many people to curtail their spending – but there's still an appetite for small indulgences. Instead of making big-ticket purchases, shoppers are treating themselves to cheap thrills, a phenomenon known as ‘the lipstick effect.’