Beauty and identity are intrinsically linked, meaning that people make numerous considerations to ensure the grooming and cosmetics goods they buy are right for them. Canvas8 polled 2,500 Britons and spoke to eight people to identify the factors that determine their path to purchase.

Beauty guru Julie Schott’s Starface pimple patches are leading the charge in the skin acceptance movement. Designed to cover up and heal spots, yet remain visible, these cute yellow stars are lighting up social media and tapping Gen Z’s desire to resist ‘perfect’ skin ideals.

While micro- and even nano-influencers have long held the attention of luxury shoppers, the saturated mediascape of 2020 has people turning their attention back to mega personalities. A desire for escapism and authority means engagement with stars and macro-influencers is on the up.

From augmented lips to skin-smoothing filters, online editing has grown subtler and more pervasive. And despite some people embracing a more natural beauty look, research shows that young women in the UK are feeling pressure to live up to the beauty standards on their social feeds.