The definition of beauty as being skin-deep was so absurd that not even those who propounded it could believe in it. A luminous body is the direct corollary of a healthy mind and a fulfilled life. As women realised that beauty was too pervasive to be concerned solely with the overrated veneer that we call skin, they came to embrace the concept of feeling—not just looking—good. Make-up was no longer their best friend and going au natural became a bold style statement. A whole range of personal care products, from pore cleansing lotion to cuticle softener, flooded the market and the independent modern woman took to them like fish to water. Fragrances had always been the ultimate indulgence, but now everything from shower gel to foot cream was infused with relaxing aromas. More empowered than before, women indulged themselves, and there was no shortage of products and services to turn to when they needed pampering.

But even that wasn’t enough, for women love to go all the way. Next came the health and fitness revolution, spawning dietary supplements, super vitamins and cellulite-fighting preparations. ‘Herbal’ was the much-flashed keyword on all product labels as overall well-being and holistic health dominated the mind of the masses. Men refused to be left behind, spending a good sum on healthcare, fitness equipment and muscle-building tonics. Beauty was no longer a feminine fetish; it acquired a new meaning and a broader perspective—and about time too.

Keeping abreast with changes in the social psyche, companies have constantly innovated to offer men and women aspirational products that would up their wellbeing quotient. There is something for everyone in the market now—anti-ageing cream for those worried about their fine lines, body pillows for new moms, herbal oils to combat hair loss, and yes, the good old-fashioned powder-blush for that special evening. Could it get more personalised than this? You name it, you got it.