SHAKE IT UP

The fu­ture of beauty looks bright, thanks to a new breed of dis­rup­tive, in­no­va­tive and in­clu­sive brands step­ping out­side the beauty box. By Remy Rip­pon.

VOGUE Australia - - CONTENTS -

The new breed of dis­rup­tive, in­no­va­tive and in­clu­sive brands step­ping out­side the beauty box.

Type ‘new sea­son beauty’ into the Google search bar and chances are you’ll be met with some­thing you like. Some­thing that feels like you. Be­cause whether it’s a splash of glit­ter, bold holo­graphic lips, feath­ery brows, a frizzed-out mane or de­lib­er­ately bare skin, beauty has piv­oted into un­charted ter­ri­tory with­out a road map or a care in the world. While it may be one of the most over­worked words in the fash­ion and beauty in­dus­try to­day, ‘dis­rup­tion’ also hap­pens to be the most fit­ting for the mood sweep­ing the beauty in­dus­try right now. Think fierce founders, in­no­va­tive for­mu­las, cre­ative think­ing and, yes, even Ri­hanna. Wel­come to beauty in 2018.

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