Going beyond outfit mood boards and matching ink pens, have you ever thought about colour-coding your skin care routine? Yes, that’s a thing.

Been brewing over a haul inspired by your favourite artist? Enter Sabrina Carpenter’s dressing room and rummage through some of her make up must-haves.

“I’m sure the formulas are great but what is it about KC that makes it so… unrelatable?” — A harsh but fair question I asked on my Instagram story after scrolling past the umpteenth collection drop.

Yes, it all boils down to sales and generating revenue but in this fast-paced digital age, it’s all about popularity. Here’s a deep-ish dive into the brands dominating your FYP and how they’re doing it.