Published 14 November 2017

Author
Disha Daswaney

Thea Green, British entrepreneur and founder of cult nail empire Nails Inc. has launched a colour cosmetics line that takes inspiration from Instagram – banking on the social-media platform’s catalytic turnover of beauty and product trends. 

Inc.redible: Insta Beauty

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Beauty: Gen Z-Based Brand Engagement

Beauty: Gen Z-Based Brand Engagement

Beauty: Gen Z-Based Brand Engagement

Beauty: Gen Z-Based Brand Engagement

Beauty: Gen Z-Based Brand Engagement

Gen Zers’ preoccupations – a passion for the post-perfectionism movement, more empathetic e-forums, ‘cool’ frugality, and avatar-assisted shopping – are revolutionising beauty retail and marketing. We distil five trends brands are leveraging to tap into Gen Z’s growing spending power (

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