For years, beauty brands have framed age negatively and encouraged people to tackle natural progression with ‘anti-aging’ skincare products. However, as many Gen Yers settle into their 30s, they’re challenging this narrative, giving rise to ranges like Tula’s ageless skincare category.

A bias against darker skin pervades Indian society, impacting the way individuals are perceived by others and their potential for success, all the while harming physical and mental health. So, how can brands that have long been complicit in colourism combat this form of discrimination?

System Akvile is app-based skincare aiming to build long-term habits that disrupt traditional forms of acne treatment – and audience approaches to them. By helping people understand their skin, the app targets user drop-off points and instead nudges them into a sustained approach.

Selena Gomez's beauty line veers away from traditional celebrity releases, focusing instead on how beauty ideals affect mental health. The positively-named products are accompanied by messages of acceptance, encouraging fans to embrace the complexity of being human.