Designer and luxury brands are pushing the boundaries in today’s beauty world, using rebellious language to name and frame their products. From Tom Ford’s ‘F*cking Fabulous’ perfume and Giorgio Armani’s Ecstasy Shine lipstick to Pat McGrath’s ‘Eye Ecstasy’ and Jeffree Star, we’re witnessing a move to brands being rebellious and provocative to earn them attention amongst media, influencers and consumers.