For years, how beauty products are marketed has defined what many consumers deem ideal or inspirational and, more often than not, beauty products and trends are imagined on thin, white, cisgendered people. Yet as a new decade approaches, what constitutes beauty is changing. It is no longer standardised.

The Government Equalities Office tentatively estimates that there are approximately 200,000-500,000 trans people in the UK but when it comes to beauty, trans people have not been truly visible, for example in global advertisements or on brand Instagram feeds – until now.

I interviewed five transgender women, to hear first hand their experiences shopping beauty - and how it helped shape their transition.