In a world of hyper transparency, user-generated realism and big data, consumers are finding a new appreciation for the unknown, the unquantifiable and the fictitious.

Unreality, a new report by The Innovation Group, the futures unit at J. Walter Thompson, shows that millennial beauty consumers (and consumers in general) are rebelling against a knowing-everything culture by willfully embracing intangible mediums, magic and ‘post reality’ imagery.

Scientific claims, usually the watch word in beauty for proof of efficacy, are being replaced by the language of magic and the mystic properties of crystals by newer brands. Where well-being has been about diet, fitness and relaxation, new brands and platforms are focusing on spirituality, sound healing and new age properties.

The visual language of New Age practices and spirituality is also changing. Where once it was associated with crunchy, tie-dyed counter culture — new hip brands are repackaging crystals and ancient rituals with sleek packaging, and urban sensibility.

Imagery is also changing. Where user generated content, YouTube and Tumblr have propagated candid unfettered imagery, new creatives and influencers are moving beyond with digital fantasy landscapes and surreal images.

Meanwhile, fashion brands are employing digital avatar characters instead of models. Even Instagram, once the bastion of retro-stalgic filters, has been taken over by Snapchat-style face swapping, facial manipulation and cartoon layering. Throughout, there is a new openness and appreciation for the fantastical.