Beauty once celebrated excess. Today, the ultimate luxury is discernment.
As a Creative working across beauty, fashion and sports, I've spent more than a decade inside brands including NET-A-PORTER, Selfridges, Space NK, Charlotte Tilbury and Depop. More recently, I launched Looped In®—a weekly cultural intelligence briefing for founders, brand leaders and creatives navigating where culture meets commerce.
Tracking consumer behaviour for a living reveals one undeniable shift: we're moving from accumulation to intention.
In an industry that generates an estimated 120 billion units of packaging annually, consumers are becoming increasingly selective. Products need to earn their place. Better still, they should be worth refilling.
My shelf reflects that philosophy: fewer products, higher performance, no excess.
ZO Skin Health Gentle Cleanser
The foundation. Effective, uncomplicated and barrier-respecting. The product I never second-guess.
ZO Skin Health Exfoliating Polish
Instant refinement. The skincare equivalent of impeccable tailoring—everything looks sharper afterwards.
ZO Skin Health Daily Power Defense
If I could keep only one treatment product, it would be this. Prevention has become far more valuable than correction.
ZO Skin Health Sheer Fluid Broad-Spectrum Sunscreen SPF 50
My daily constant. Lightweight, invisible and elegant enough to wear every day without compromise.
ZO Skin Health Sunscreen + Powder Broad-Spectrum SPF 45 Refill
Designed for real life. Effortless top-ups, intelligent packaging and a refill format that reflects where beauty is heading.
ZO Skin Health Growth Factor Serum
Investment skincare at its best. Quietly transformative, with results that build over time.
ZO Skin Health Growth Factor Eye Serum
My frequent-flyer essential. Cooling, refreshing and particularly welcome after early flights and late nights.
Medik8 Total Moisture Daily Facial Cream (Refillable)
An excellent moisturiser and an even better example of modern beauty. Refillable, effective and beautifully uncomplicated.
The Takeaway
The biggest beauty trend isn't a breakthrough ingredient or a viral launch.
It's intention.
Buying less. Choosing better. Finishing what you start.
That's not just the future of beauty, it's the future of luxury.
Laura Romanin is a Creative, sustainability advocate and founder of Looped In®, a weekly cultural intelligence briefing exploring the shifts shaping the future of luxury, wellness and consumer culture. Since launching, Looped In® has attracted a growing community of more than 5,500 founders, investors, executives and creatives seeking to stay ahead of emerging consumer and cultural trends.
With a career spanning fashion, beauty, retail and sport, Romanin tracks the evolving dynamics of value, taste and consumer behaviour, translating cultural change into strategic insight for the brands, founders and investors building what's next.
