From high-performing ingredients to cruelty-free formulas, there's a lot more to Bad Habit than bold colours and cheeky packgaing

Skincare brands aimed at gen Z and millennials feel ten-a-penny these days, with newbies including Glow Hub, Plenaire, Skin Proud and Star Face all launching within the last few years. It takes a lot to make a new brand stand out , but stand out is exactly what Bad Habit does. Created under the same umbrella brand as Morphe and Morphe Skin, Bad Habit is a collection of ten moisturisers, cleansers, face masks and mists, all costing less than £30 with 19-year-old blogger Emma Chamberlain (she has almost 13 million Instagram followers) as the creative director and global brand ambassador.