Beauty+

Added bounce, more colour, longer eyelashes, better hold, longer life – the beauty industry always has promised its customers something extra. Now, thanks to 21st century science and technology, increased focus on consumer concerns, and knowing where nature can help, smart brands are promising more benefits, more extras, putting the plus at the heart of their promises of health and beauty. Welcome to the era of Beauty+.

By James Wallman, Jonna Dagliden and Julian Ellerby