Blogs

An enduring preoccupation with vanity has proven to be one of the strongest reasons behind the resilience of the beauty industry, despite the headwinds created by changing economic and political conditions. Undoubtedly, this industry has always been at the forefront of innovation and reinvention, and this year is no different with rapid digitisation and inspiring avant-garde experimentation leading the charge of their might. As beauty enthusiasts adapt to the changing environment, brands are fortifying their consumer-centric practices, embracing disruption to create new rules of engagement and building communities, allowing for playfulness, experimentation and DIY. Along with traditional segment categories, we have seen the emergence of new categories like bright colours for brown hair, gummies for hair and skin and all things beauty.