Need to Know
13 : 04 : 21

US – Cosmetics brand Youthforia is reclaiming the fun associated with applying make-up and appealing to a sense of hedonism emerging in the inter-Covid period.

It claims its plant-based products are ‘safe enough to sleep in’, reflecting the brand’s core values that cosmetics should be good for the skin, while removing any worries about taking make-up off after spending time with friends. Launching with a colour-changing blush oil, a range of hydrating lip glosses and magnetic make-up organisers, each of Youthforia’s products reflect its tagline: ‘Life’s messy, but your makeup isn’t’.

Catering for the sustainable mindsets of younger generations, the brand’s products are also bio-based, featuring at least 90% renewable ingredients and avoiding commonly used fossil fuels. Meanwhile, Youthforia’s design cues appeal to the Gen Viz aesthetics preferred by Generation Z consumers.

As younger demographics continue to shun the cult of busyness, such brands will appeal to consumers who are shifting their focus from enhancement to enjoyment.

US – Responsible travel app Aerial is expanding its carbon offsetting mission to cater for the non-fungible token (NFT) market, allowing consumers to be more mindful of their digital footprints.

Its new online NFT tool allows users to calculate and track the carbon levels associated with NFT collection. Consumers can paste any NFT collection address into the tool to receive an estimate of the collection’s carbon emissions, before contributing to one of the verified carbon removal projects listed on the Aerial website. This includes forest conservation projects verified by Climate Action Reserve and American Carbon Registry, and bio-oil company Charm Industrial.

While digital tracking remains a nascent area, the growing interest in NFT creation and trading presents a burgeoning opportunity in this space. As noted by Ebby Amir, co-founder of Aerial: ‘While carbon offsets are not a perfect solution, they do provide an immediate way to start tackling the environmental effects of the current NFT boom.’

To learn how Aerial is also simplifying carbon offsetting for the travel sector, read our interview with co-founder Andreas Homer.

As real-life social interactions restart following vaccine roll-outs in the US, research by YouGov finds that young Americans are feeling nervous about socialising again.

Half of 18–24-year-olds (50%) report feeling nervous about interacting with people socially. Meanwhile, among Millennial consumers – those in the 25–34 age group – 47% cite similar feelings. By contrast, most respondents aged 55 or older (65%) say they are not nervous about returning to social situations. Among women, 43% say they are nervous about the prospect of socialising again, while a lower percentage of men (34%) say the same.

After a year of social distancing, young people especially are likely to adopt a hybrid approach as they re-enter social situations, continuing to combine digital and physical interactions. This mindset is reflected in our recent interview with Marc Baghadjian, co-founder of Gen Z dating app Lolly, who notes that young people are set to be more selective about their social lives.