The problem of understanding how gravity fits together with other fundamental interactions of matter has been at the forefront of the- oretical research for many decades, leading to the rich framework of string theory and M-theory. In this framework, many fundamen- tal questions are being resolved, but many remain quite mysterious, suggesting that search for novel concepts may be well justified. I review the recent concept of multicritical gravity with Lifshitz-type anisotropic scaling, and its applications in areas ranging from par- ticle phenomenology beyond the standard model to non-relativistic
versions of the holographic AdS/CFT correspondence.