Beauty is not what it used to be. It’s become far more than a confidence booster or something to have fun with. Today, it’s wrapped up in identity, health, wellness and self-care; a reflection of the ever-expanding definition of femininity and its counterparts, which are finally being seen through a less trivial lens. Self-care has become a badge of honour and beauty rituals no longer dismissed as purely superficial. For brands and consumers alike, it’s become a tool for experimenting with technology or asserting an environmental, all-natural-everything stance. We’re all now wearing our hearts on our skin and body – or, more precisely, on the products we put into or on it.

The category is now more popular than ever, growing at a global rate of five per cent in 2017 and estimated to be worth more than USD$400 billion globally. Much of this traction can be attributed to social media channels such as YouTube and Instagram, which have fostered a widespread community of beauty fanatics keen to show off their latest looks and favourite products. Reddit and Amazon have become the new go-to for product reviews, impacting consumer purchases more than any branded marketing speak.