Looking Back: Beauty & Wellness
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With countries like Canada having this year legalised the recreational use of cannabis, 2018 has marked a milestone for the drug with regards to widespread acceptance. As we look to the year ahead we will see a growing number of brands tapping into women’s use of cannabis as a health product to treat the symptoms of menstruation and menopause.

Earlier this year we saw the producer and distributor of health and wellness cannabis products, 48North, launch its new platform Latitude, which celebrates the real-life stories of women using cannabis to improve their health and wellbeing.

Another way brands are helping to drive the conversation around cannabis forward is by recognising the fact that men and women metabolise and therefore react to cannabis very differently. Based in Canada, Fleurish Cannabis has conducted extensive research to ensure that its products are specifically suited to the promotion of women’s health and wellness needs. ‘We know women prefer to use cannabis in the evening with a friend or partner,’ says founder Renée Ellison. ‘They also prefer to use cannabis that’s more fruity or floral in flavour.’

Earlier this year, the outdoor apparel company launched a global campaign tapping into the growing conversation around promoting female futures. Entitled #SheMovesMountains, the initiative reiterated The North Face’s long-standing commitment to diversity in an area that rarely represents women.

The films and print campaign profile some of the women pushing the boundaries in outdoor sport, including The North Face’s female athletes Ashima Shiraishi and Margo Hayes, who are both professional rock climbers. It also features women who exemplify the idea of discovery and exploring, such as NASA scientist Tiera Guinn Fletcher.

As part of the initiative, the brand has also been working on a multiyear collaboration with Girl Scouts of the USA (GSUSA). The partnership aims to give young girls new role models and includes the launch of adventure badges designed to empower the next generation to become involved in outdoor activities.

With the success of bricks-and-mortar retail no longer determined by sales per square foot, the digital first beauty brand Glossier has created an inspirational space that enables customers to experience it’s brand values on a deeper, physical level.

The two-storey space in New York’s SoHo district was originally a shoppable showroom attached to its office, but Glossier and design agency Gachot Studios have transformed it into a brand experience and community space with ‘offline editors’ who encourage customers to use the store as a place to experiment with beauty. ‘It’s encouraging people not to shop the space but use the space,' says Christine Gachot, co-founder of Gachot Studios.

The flagship offers a sensory way to shop and socialise. Its interior taps into Glossier's Millennial pink branding, while its Wet Bar and Boy Brow Room allow visitors to test out products without restrictions. Building on the hype for Instagrammable retail spaces, it also features a selfie-ready 23ft-long red sofa that doubles as a communal relaxation space for shoppers.

Now that you know the best in the year for fashion, find out what is on the horizon for 2019. Download our Future Forecast 2019 report here.