Meanwhile, the Kuwait brand Prismologie, offers a unique range of natural mood-enhancing body care inspiring people to harness the benefits of colour therapy in everyday routines. Six vibrant hues each with a bespoke blend of gemstones, enriching fragrances and scientifically researched actives are put forward to reflect the effects of the colour on mood while benefiting our bodies and skin.

Ask yourself: How is your brand embodied across multiple senses?​ How can your brand go ‘next level’ here?

2. Into the Nuance

In an information-rich world and a state of increased self-awareness, we’re exploring, learning and communicating more about how we feel, think and function, and why.​ By viewing ourselves through a neuro-, hormonal, bio-, emotional and cultural lens, we’re trying to get to a more nuanced sense of what our experience of life is. In this search for self-understanding, there is a need for brands to empower people through expert opinion, information and personalization.

A good example here is  STRAAND the science-based Australian start-up that challenges the global haircare industry by offering skincare for the scalp. The haircare infused with prebiotic ingredients is designed to improve the scalp microbiome.

The Swedish skincare brand Allél goes even further down the customization route. According to the brand, the first step in a skincare routine isn’t a cleanser but a high-tech online test which gathers information about your genetic makeup. It analyses 16 variations in your DNA including collagen breakdown, irritation and pigmentation via questions based on genetics, as well as overall lifestyle. An algorithm then translates the data into a personalized skincare regime.

Finally, the CES® 2023 Innovation Award-winning L’Oréal Brow Magic, an electronic home brow make-up applicator, taps into a need for hyper–personalized beauty solutions. Brow Magic is designed to achieve perfect eyebrows at home without the need for multiple products, time, or more extreme techniques. Brow magic allows you to ‘print’ perfect eyebrows based on your natural eyebrows and facial features using augmented reality.

Ask yourself: How can your brand add value to this journey of self-exploration and growing understanding of what people need without bombarding them with even more information? 

3. Local Flourishing

Crisis after crisis, we’re becoming more aware of the flaws and weaknesses in our systems and the pressure that puts on people and planet. Having experienced the limitations of globalization, we’re realizing the need to become more self-sufficient.​ At the same time, we revalue heritage, localism and cultural complexities.

One brand that combines the latter three in a unique value proposition is Green Bar, known as Bahrain’s best-kept beauty secret. The brand offers a variety of face, body, and home items – all locally designed and produced – and influenced by the traditional healing practices of the Arabs. By rediscovering the use of long-forgotten ingredients, the company hopes to improve the way people relate to the environment and raise awareness of the medicinal potential of the local plants.