validator transformed now that people have started to become more selfaware this generation of beauty buyers are evolved experimental conscious and are trendseeking while leaning towards either sciencebacked or natural ingredients some of the trends that are expected to continue in the makeup segment are blush liquid lipstick lip tints eyebrow palettes setting spray and lip plumper which will drive hyper growth apart from core categories such as bullet lipstick foundation and primersbeauty needs from head to toe are part of the beauty regime driving higher consumption of new categories such as body wash body mist body scrubs scalp care and bum care among others layering is becoming increasingly popular as a bevvy of consumers are buying the same fragrance brand of body wash perfume face creams moisturisers etc we are also witnessing an influx of gender agnostic offerings from various brands as gender fluidity is considered while engineering productsas more and more men indulge in selfcare as a regime and adopt skin care and hair care routines we are witnessing an uptick in demand in mens grooming with 135 growth in january and february this year brands such as beardo bombay shaving company forest essentials and the man company are receiving much love from our male shoppersas consumers look inwards we are also seeing the skinnification of makeup meaning that skincare ingredients are becoming a big part of makeup long hours of wear usually come with a risk of affecting your skin hence adding natural ingredients help it stay healthy while your makeup stays intact 7 what kind of differences have you noticed between the purchase patterns of the millennials and genz the genz cohorts are evidently high on experimentation open to exploring newer formats of beauty including makeup such as highlighters blush brows and sciencebased skin care they have also shown an increasing desire for personalisation to arrive at makeup and skincare that is tailormade for them in specific as opposed to a one size fits all approach the genz consumers additionally look for brands that align with their beliefs while making sure the brands are within their rhyme and reason they have an increased affinity towards conscious clean and crueltyfree brands that are made up of natural ingredients due to the dearth of information and sources available on the beauty and personal care category the genz also expects a very high level of expertise when shopping online or offline being digitally native they also are early adopters of social commerce and enjoy shopping as a community the millennials however seem to allude towards brand loyalty and use products which are high on performance while depending on ratings and reviews as validation they also enjoy the nomakeup look where most vanity kits consist of sunscreen foundation lip and cheek tints for a nofuss yet flushed look8 on your platform what are the most purchased products and brands has the postpandemic world altered your platforms performance compared to the past most purchased products on the platform include lipsticks foundations