Gen Z’s feeds are constantly overflowing with beauty fads; sun-kissed “Scandi girl” looks, cottagecore “berry girl” lip combos, and the more recent silver-hued “ice princess” glam are just a few trends that have come and go in the past year. From adopting viral K-beauty inspired skincare to “blonzing” cheek products, young shoppers are always on the lookout for something innovative in beauty. So, if brands want to be a part of the next big (and potentially lasting) trend, they need to do more than rely on legacy names. Brands need to create products, collabs, and social media content that align...