“Brands dedicated to one specific area of the body, rather than trying to be a do-all cure (such as Legology, Stellar Decolletage and Sam McKnight for example) are on the rise. Simplified, lean product lines with a really clear concept that caters for people who know exactly what they are looking for. This extends to solution brands, brands that target specific issues that need addressing - foundations for melanin rich skin (EX1), or hair products for people with scalp issues (My Hair Doctor), or dedicated mask brands (Masque Bar). You might think of them as niche brands, but for the right person they're filling a crucial role in their beauty arsenal.”