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What defines beauty today? And who gets to decide? The beauty industry is being overhauled by emerging business models, new customer behaviours and demands, updated standards and ideals and a pushback against tired norms. These innovators are on the frontlines, determining what beauty will look and be to a new generation of customers. Through their brands, products, outlooks, investments and visions, they’re answering questions in real-time about what beauty will be next.