Shifting global consumption and expectations

Online life has allowed people to share and explore global beauty cultures and rituals – at the same time, minority groups have increased their spending power, pushing the beauty industry to cater to their needs. The US Hispanic population 

. In Asia, rapid increases in consumption have made 

C-beauty trendsetting forces across the world

. For example, young Chinese people stuck indoors have also been 

and values – including mysticism and spirituality, leading to 

. And the pandemic has pushed a reappraisal of what constitutes beauty, with 

 of female Gen Yers and Zers planning to wear less make-up after lockdown restrictions are lifted. Other shifts include changing expectations surrounding ethical consumerism, which has also allowed new players, such as 

 using natural, local products, to enter the market.

A number of beauty brands and creators have been working to diversity beauty standards and dissolve some of the stigmas and stereotypes in beauty. 

, for example, is rooted in Latin American heritage and aims to represent the community’s diverse hair types. With gender norms fading and 

33% of under-30 men saying they’d consider wearing make-up

, brands such as Tribe have set out to open up beauty products to men, offering uncomplicated products to build a fuss-free routine. 

has also been enabling the natural look, by developing products that play up rather than tame natural features. This has allowed for many people to turn what was once a pressure in beauty into a source of inspiration. And 

, a make-up brand formed by ethnic minority women for ethnic minority women, celebrates melanin-rich skin.

second-largest cosmetics market in the world

 and is increasingly setting trends as C-beauty players take to the virtual world to influence others. With a projected market value of 

 – much of which will be coming from new players – the global beauty industry has room to innovate and adopt ideas from all corners of the world. With A-beauty pushing the sales of African beauty products, there’s huge potential for Africa to follow in Asia’s footsteps as a big player in the beauty world. And 

mean that there are untapped opportunities beyond the women-led space – indeed, the global men’s personal care market is expected to hit 

Amid strong demand for natural beauty ingredients, African beauty entrepreneurs are taking ownership of their individual countries’ local resources and beauty traditions. Consumers beyond the continent are turning to African businesses over multinationals profiting from the same ingredients.

A-beauty brands are leveraging local ingredients

Inspired by Senegal, made in New York – Ami Colé is a beauty brand that’s more than skin-deep. Created by ethnic minority women for ethnic minority women, the label creates cruelty-free complexion-caring formulas for an often-overlooked demographic, all while celebrating melanin-rich skin.

Ami Colé: make-up for melanin-rich skin

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Wyn Beauty meets needs of functional-first beauty buffs

Dove Men+Care has launched a new product to tap into skyrocketing interest from male consumers in whole-body deodorant. Research shows that men feel uncomfortable talking about their personal hygiene, and the release supports personal care with an understated and pragmatic offer.



Dove launches whole body deodorant as hygiene norms shift

Brands are using paparazzi shots as marketing tools, blurring the line between authentic endorsement and calculated promo. This trend taps into our fascination with celeb culture and fits into a wider blurring of reality, from AI shaking up truth to curated 'authenticity' on social media.

Paparazzi shots as marketing blur reality and fiction

Beauty brand Sally Hansen has unveiled its first-ever male-led partnership with basketball player Jared McCain. As expectations of masculinity continue to shift, brands can partner with male athletes and icons who can champion new and inclusive archetypes of masculinity.

Sally Hansen's beauty campaign champions male icon

British Beauty buyers are overwhelmed with choice – something compounded by the need to juggle self-care with high living costs. Beauty Pie hits the sweet spot for UK beauty enthusiasts by lining up peer-reviewed products at factory prices, creating a loyal and engaged online community.

How Beauty Pie makes expert beauty a low-cost luxury

Chinese personal care brand Hi!Papa has gained success by filling a vacuum in the market between all-in-one infant/baby products and teen/adult skincare and cosmetics. How did it tap into the broader kids’ skincare and cosmetics trend, and what can brands learn from this?

How Hi!Papa invites Chinese kids into playful skincare

While perfume has been around for nearly as long as humans, it is currently having a moment and outperforming sales of any other beauty products across the board. It seems like younger consumers can’t get enough of niche new fragrances and emerging scent brands. What’s behind perfume’s renaissance?

What’s behind perfume’s surge in popularity? 

Gen Z's widespread adoption of anti-ageing solutions suggests their willingness to embrace cosmetic procedures to pursue youthful appearances that align with their fast-paced lifestyles. Are these procedures becoming as commonplace as beauty rituals, and what implications does this hold?

Why are Indian Gen Zers embracing cosmetic procedures?

As demonstrated by the #Sephorakids movement online, Gen Alpha are using adult skincare products that risk damaging their skin. Evereden is a mum-and-baby care brand that offers children-friendly products, allowing children to experiment with skincare while sheltering them from potential harm.

Evereden offers kid-friendly skincare for Gen Alpha

Beauty products have become one of Indonesia's fastest-growing markets and businesses in the last few years. However, local brands used to have less access to expand their market. Sociolla emerged as an e-commerce platform bridging the gap between beauty brand enthusiasts and the brands themselves.

How Sociolla blends Indonesian quality into global beauty

Excelling at both product innovation and viral marketing, Topicals is a global beauty force to be reckoned with. Serving a diverse market of Gen Zers, the brand is lauded for its representation of those with ‘imperfect’ skin and its hyper-relevant cultural conversations around skin neutrality.

How Topicals highlights diverse beauty through viral UGC

Amid rising climate anxiety, consumers are calling for brands to be more eco-conscious, socially responsible, and evidence-based. This is leading beauty brands to innovate with climate-adaptive products, which offer skincare solutions that counter harsh weather and give consumers peace of mind.

Why beauty brands are making climate-adaptive products

Consumers are embracing fragrance-led journeys and scent-infused rituals, leading many to seek out brands that satisfy their aromatic appetites. With the power of scent driving emotional connections, Jo Malone is helping buyers infuse meaningful fragrance moments into their lives.

How Jo Malone became a coveted fragrance companion

Nature Spell’s Rosemary Oil for Hair Growth was dreamt up by two sisters from London who cared about clean beauty and wanted to share Indian hair oiling techniques with British customers. How did this small family business result in a TikTok sensation and a product that is a beauty bestseller?

How Nature Spell has brought Indian beauty to Britons

Dove has launched a campaign to address the trend of teen and tween girls adopting anti-aging measures prematurely. Beauty trends on social media have the opportunity to turn toxic quickly, and parents are looking for brands to help Gen Alphas develop healthy, age-appropriate skincare habits.

Dove tackles Gen Alpha skincare anxieties

Foreigners are turning to Chinese netizens on Xiaohongshu for makeover advice with the 听劝 trend. Chinese users act as mentors for global users, offering hyper-local knowledge and deepening the intercultural exchange that has been booming in the beauty industry, with local heritage taking precedence.

Chinese netizens are giving cross-cultural beauty advice

Parlon, a Filipino beauty and tech platform, makes self-care easy by hosting over 500 wellness service providers. By catering to Filipinos’ health and wellness priorities post-pandemic, it is a one-stop shop for beauty enthusiasts and helps independent salons with digital operations.

Why Parlon digitises the Filipino beauty salon experience

The international impact of Thai pop culture through movies, series, and other media has been an exciting breakthrough for Southeast Asia. Making waves on the internet now is Thai beauty, catching eyes and turning heads with a distinct makeup style and affordable cosmetics.

Thai beauty's secret to going global? Focusing on local shoppers

DTC razor brand Billie has launched a campaign celebrating 'unexpected reasons to shave' – looking to reframe shaving body hair as a choice rather than an obligation. As norms around women's body hair change, many are reevaluating the positives and negatives of their relationship with shaving.

Billie's 'reasons to shave' reframes shaving as a joy

In India's thriving luxury beauty sector, Bollywood biggie Deepika Padukone's skincare venture, 82°E, aims to seize attention. Despite facing pricing and communication challenges, star power and a focus on sustainability have boosted visibility, but the question remains – is it enough for success?

How 82°E associates Indian skincare with celebrity status

Grupo Boticário is addressing the challenges of limited dexterity with free accessories that transform its products to be more ergonomically suited for people with physical disabilities. Beauty brands globally are starting to design inclusively, but more work is still needed for true universality.

Grupo Boticário boosts access with cosmetic accessories

Gen Zers work out more than previous generations, and they’re also more invested in skincare. With #Gymskincareroutine receiving millions of views on TikTok and fitness influencers sharing their gym routines, how is this merger of skincare and fitness influencing Gen Zers’ self-care habits?

How are Gen Z fitness buffs upgrading their skincare?

Consumer skepticism has seen an array of celebrity beauty brands develop a less-than-favorable reputation. However, invested consideration from emerging players such as Rhode by Hailey Bieber has been shown to win over beauty buffs in an oversaturated market, carving out a blueprint for success.

How Rhode uses star power to win over young beauty buffs

Men are ready to express themselves through beauty – and Obayaty is here to provide the tools to just do that. The new-gen brand is pushing aside basic skincare products and is filling a gap in the market for practical-meets-playful make-up that gives those who identify as male a creative outlet.

Why Obayaty adds personal color to masculine beauty

Minimal make-up aesthetics have given way to no-make-up trends, characterised by consumers eschewing colour cosmetics to focus on skin and hair health. What’s fuelled this seismic skincare and beauty shift and how can brands communicate with a new, more informed consumer?

What’s driving the rise in minimal/zero make-up?

Amid China’s booming beauty market, there’s still a notable gap in mature beauty options. Brands face the task of appealing to the country’s thriving multi-billion dollar silver economy – the ageing who are digitally savvy, financially able, and discerning in their expenses.

‘Mom beauty’: the self-care boom among Chinese Gen Xers

Pharmacies have been one of France’s best-kept secrets for centuries, but now a spike in public awareness has turned the country into a sought-after tourist destination, ignited by social media and the viral hashtag #frenchpharmacies. What’s driving this interest in the country’s skincare industry?

What’s driving global fascination with French pharmacies?

A TikTok trend chronicling the behavior of ‘Sephora Kids’ is stoking conversation about the pressure felt by teens and preteens to adhere to conventional beauty standards. People are increasingly calling out beauty brands for their role in perpetuating negative body image.

#Sephorakids highlights unhealthy beauty standards

YSL has showcased its rewilding and ecofeminist efforts in Morocco. As consumers increasingly prioritize sustainability and value-driven choices, rewilding strategies help brands authentically engage in environmentally conscious initiatives that empower local communities and protect biodiversity.

YSL Beauty celebrates ten years of rewilding efforts

What happens when an established fragrance manufacturer teams up with one of Germany’s most popular social media influencers to launch a premium perfume brand? Selling out within hours of launching, Orodion demonstrates the impact of digital channels on the niche perfume category.

How Orodion is bringing premium scents to connoisseurs

Rapper A$AP Rocky is collaborating with his partner Rihanna’s beauty brand Fenty to promote lip balm for both men and women. As more male role models unapologetically play with gender expectations in beauty and fashion, perceptions of mainstream masculinity are broadening and evolving.

A$AP Rocky x Fenty hypes masculine cosmetics

Shiseido debuted a digital tool at CES 2024 that employs AR to provide users with precise, step-by-step skincare instructions. Not only is it offering personalised beauty coaching, but it is also busting myth-busting common beauty misconceptions to help people get the most out of their routines.

Shiseido introduces AR-enabled skincare routines

In a world addressing environmental challenges, sustainable packaging has now become an essential choice for both brands and consumers. From refillable compacts to mushroom-derived boxes, beauty brands are now shifting away from traditional plastic packaging in response to consumer demand.

The rise of sustainable beauty packaging

LG Household & Health Care has debuted Ugly Lovely, a new cosmetics brand that repurposes ‘ugly’ foods into eco-friendly skincare ingredients. It’s offering Korean customers a refreshing spin on what it means to be ingredient-conscious in an increasingly crowded clean beauty landscape.

Ugly Lovely combines K-beauty with combating food waste

Embracing inclusivity by featuring models of all backgrounds, Indonesian makeup brand Mad for Makeup proudly showcases its struggles in building a people-first brand. Its unique meta-marketing strategy appeals to Gen Z, who desire involvement in lasting impacts on the notion of beauty.

How Mad For Makeup actively engages a halal beauty community

The Body Shop has become the first global beauty brand offering 100% vegan product formulations certified by The Vegan Society. With confusion and inconsistency around ESG terminology, as well as scepticism around greenwashing, transparency and clear communication can appeal to values-led consumers.

The Body Shop goes fully vegan on products

Dupes have been dominating every industry at the moment. The allure of finding a ‘dupe’ lies in obtaining a lower-priced item and discovering an alternative that offers comparable quality and value. How can brands take advantage of the dupe culture rather than being threatened by it?

How dupes help shoppers save and express status

Thai business mogul Anne Jakrajutatip (informally Anne JKN) appeals to the relevance of beauty pageants in today’s world by reforming Miss Universe qualifications. Her business ventures are testaments to controversies and advocacies surrounding gender and beauty in a socially conscious world.

Why Anne JKN fuses pageant legacy and inclusive beauty

Selena Gomez’s Rare Beauty is expanding its offerings to include body care products. With wellness becoming a central part of how people consume products and culture brands, Rare Beauty's diversification helps to elevate the brand's reach and encourages holistic care across the product line.

Rare Beauty expands beyond make-up with body care range

Indian-based Ayurveda brands have been transcending beyond their traditional medical sphere and venturing into beauty and personal care. With a growing appetite for Ayurvedic beauty, Kama Ayurveda has been positioning itself as the luxury brand to go to both inside and outside India.

How Kama Ayurveda makes luxury beauty from Indian roots

Ever heard of ‘Turkey teeth’? The practice of going overseas to undergo dental treatment has been increasing in popularity, particularly for Britons reliant on the cash-strapped NHS. But what other factors are driving this trend? And what do people interested in pursuing it have to look out for?

Why are Britons turning to dental tourism?

Founded by ex-beauty editor Brianna Arps, Moodeaux is a Black-owned fragrance brand aiming to disrupt the industry. It has responded to demands for scents that also work as a skincare product, enhancing the wearer's mood through fragrance while bolstering self-care practices.

Why Moodeaux uses scent to create emotional connections

First Nations businesses are leading the Australian beauty industry, blending local ingredients and eco-values for conscious consumers. Driven by a rising consumer preference for ethically sourced and culturally rich beauty products, are Australian beauty enthusiasts ready to embrace this evolution?

Australians are turning to Indigenous beauty brands – here’s why

Chanel hosted its Métiers d'Art fashion show in Manchester's Northern Quarter, celebrating the city's rich arts and cultural history. The event signifies a shift towards hyper-local activations, which allow brands to connect with consumers and instil a sense of local pride.

Chanel fuses global and local in Manchester fashion show

The UK’s ‘tweakment’ industry is thriving thanks to a combination of social media, the continued reliance on video calls post-pandemic, and celebrity culture. But in the face of the cost of living crisis and a potential crackdown on who can deliver treatments, what is the future of this sector?

What is the future of the ‘tweakment’ boom?

L'Oreal and the Perfume Shop have joined forces to introduce the UK's first multi-brand fragrance refill station. With fragrances high in demand, the innovation seeks to build brand loyalty by offering cost savings for repeat buyers and prioritising sustainable shopping options.

L'Oréal x Perfume Shop courts sustainable scent shoppers

The confluence of social media, nostalgic sentiment, and fast-moving trend cycles has triggered a resurgence of treat-related beauty marketing. For brands looking to capitalize, how can they ensure their messaging engages with specific and emotive elements while retaining a modern identity?

Why are so many beauty trends food-inspired?

Shanghai’s Yufo Temple has partnered with domestic fragrance brand Boitown to release a perfume range line exclusively for the temple. Young Chinese are turning to tradition and spirituality for comfort and wellbeing, leading brands to incorporate these elements into their offerings.

Yufo Temple offers visitors exclusive 'blessed scents' 

In a market dominated by international beauty brands, Filipino names such as Happy Skin, Issy, and Sunnies Face have gained traction beyond their homegrown roots thanks to their understanding of how to cater to diverse skin shades. What can be learnt from the growing reach of these brands?

What's behind the rise of Filipino beauty brands?

Advent calendars have traditionally been big business in retail, but with discretionary spending under pressure, people are expecting bigger bang for their buck. As budgets become tighter, people are yearning for a sense of control over what they're getting for their money.

Advent calendar shoppers want more value for their money

An image of Diptyque candles, candle holders and glassware on a table

It isn’t easy to capture both the mass and niche market within the fragrance sector, but Diptyque has done so while upholding its luxury brand codes. A conceptual scent offering and innovation – combined with heritage – have made the brand a go-to choice for cross-generational scent enthusiasts.

How Diptyque caters to niche scent enthusiasts 

Gen X women make up a growing and influential demographic in the beauty industry. Boasting high spending power and busy lifestyles, what kinds of products are they interested in? And given the sector’s traditional focus on youth, what can brands do to meet demands for ‘pro-ageing’ representation?

What do Gen X women want from beauty brands?

Clinique’s ‘almost-lipstick’ Black Honey has resurged in popularity thanks to a TikTok user who spotted it in a noughties movie. This enduring success showcases the brand’s ability to transcend fleeting trends, emphasising the power of nostalgia and cross-generational beauty fan favourites.

How Clinique’s Black Honey taps into beauty nostalgia 

On the back of Dove's #KeepTheGrey movement, the brand has launched products that help people embrace their natural grey hair. Alongside this, 'The First Grey' video campaign shows how embracing graceful ageing is empowering and tries to disrupt the anxiety young women feel about getting older.

Dove's short film disrupts anxiety around ageing

Despite tough economic times, treat culture persists as consumers splurge on fragrances that feel individual and personal. Department store Liberty is debuting its own line of fragrances, LBTY, to capture this shift – highlighting the potential for brands to write a new chapter in the beauty space.

Why LBTY is going big on scent for luxury beauty lovers

Tooth gems and oral aesthetics are taking over the beauty world with the resurgence of Y2K beauty and fashion. The trend has been popularised by social media with apps like TikTok and Pinterest posting tutorials, designs and different patterns of tooth gems. How can brands tap into this resurgence?

What’s behind the Y2K resurgence of tooth gems?

Tapping into the circular economy, Rent-A-Wig makes human hair wig-wearing accessible to the masses. With a creative flare, these high-quality wigs are being made available in an affordable, eco-friendly way. What does its rental model mean for the future of the hair market in the UK and beyond?

How Rent-A-Wig inspires conscious hair connoisseurs

Q+A is a British brand that’s simplifying skincare through clear branding, affordable products, and gamified experiences. In a beauty landscape oversaturated with fleeting trends and sometimes contradictory advice, it’s showing how to engage and educate the next generation of beauty consumers.

Q+A: no-nonsense skincare for beauty enthusiasts

UK beauty brand Eyeam has made its debut with a skincare line that combines crystal healing with science-backed formulations. As people look to beauty rituals to self-soothe amid the mental health crisis, these behaviours are driving the demand for cosmetics that centre the mind-body connection.

Eyeam taps brain-skin connection for holistic beauty

For today's middle-class beauty consumer, discovery and curation hold equal weight when finding new brands. Space NK is one brand that has recognised this, cultivating a loyal customer base by highlighting standout products and offering an exceptional experience for in-the-know beauty enthusiasts.

Space NK: building on hype for in-the-know beauty buffs

CeraVe is set to open its first-ever UK pop-up from 19-22 October, launching a new Back to School-themed space in London's Covent Garden. The brand is generating greater engagement with consumers through immersive and exclusive experiences, as well as reliable skincare education.  

CeraVe pop-up caters to passionate skintellectuals

Dupe culture is on the rise, so cosmetic items that were limited to luxury shoppers are now widely available. How are high-end beauty brands using expert storytelling, immersive experiences, and unique ingredients to appeal to their customers by offering exclusive products at a higher level?

How ultra-luxury beauty is appealing to HNWIs

Beauty brands are selling out to global conglomerates, yet independently-owned German beauty powerhouse Dr. Hauschka refuses to sell. The skincare brand is drawing on its history, heritage, and authority to disrupt the beauty sector, using the greatest power of all – authenticity.

Dr. Hauschka: harnessing intergenerational appeal

The Black Hair market has been underrepresented for centuries as Black consumers have had to see, experience, and cater to their hair through ‘othered’ eyes. Ruka Hair addresses this by creating a new standard of innovation, experiential consumer strategy and reweaving the Afro hair conversation.

Ruka Hair: re-weaving the Afro hair conversation

Beauty

People are looking to other cultures for beauty standards and practices

Beauty standards have historically been slow to catch up with global demographics and shifting perceptions around identity. But as consumption patterns begin to encompass the exploration of different cultures and space is made for new voices to enter the beauty world, there are signs of moves away from Eurocentric beauty towards inclusive norms that more accurately reflect the global population.

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