Not all beauty products are created equal – and for good reason. looks at why customisation is all the rage these days, and which brands are on the cutting edge
T’S SAFE TO say the coronavirus pandemic caused a seismic shift in consumer attitudes, with many embracing a “less is more” approach that focused spending on essentials rather than discretionary purchases. In one McKinsey survey, some 65% of consumers said they plan to purchase more long-lasting items than they did before the pandemic.
It appears this sentiment extends beyond spending to incorporate lifestyle choices, and in particular our beauty routines. “With the increase in excessive regimens, dermatologists are increasingly warning that people are doing too much to their skin,” says
Lucy Vincent, founder of conscious beauty brand
Sans [ceuticals]. “Instead, just a few well- calibrated products containing proven potent actives – formulated to avoid sensitising skin or irritating its crucial barrier function – can replace a whole cabinet full of products.”
In line with this new mindset, a range of start-ups and independent brands are ramping up their investment in bespoke beauty solutions by merging data, science and e- commerce. Not only are they reducing the number of recommended products, but also using hi-tech solutions such as AI and machine learning to create a completely personalised regimen that adjusts to individual needs over time.
The addition of clean credentials, sustainable packaging, and a commitment to diversity and inclusion only makes them more appealing to consumers. Read on for eight brands across skincare, haircare and make-up that are at the forefront of this exciting – and beautiful – new world.
Illustration / Alex Loong