INTRODUCTION
The world of beauty is undergoing a big transformation: inclusivity and sustainability are the most used words to describe the new make-up products you can find on the market. The consumers are looking for a new way of taking care of themselves, using a holistic approach. The most important consumers are Gen Z and Perennials: the first has the creativity to use make-up in many different ways. The second has great purchasing power and knows very well what fits their skin.
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