Marris Adikwu is a culture writer and a keen observer of consumer behaviour. She also writes short stories and reads anything she can get her hands on.

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full.

While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing, extreme tourism, and different kinds of sensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences like listening bars and communal spas. It signals the emergence of the' Introvert Economy' of cosy, home-adjacent spaces and activities or seeking soothing and quasi-spiritual encounters through hobbies like birdwatching and forest bathing.

The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world – social media, VR, AR, and even image-based interactions must now resonate to the same degree, creating truly memorable moments and environments.

In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested in experiential qualities of things and consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Experience Hunters

Ayman Ashraf is a beauty writer and editor at Cologne Kingdom.

Thomas Villalpando is a writer and editor at iPet Guides, where he breaks down consumer trends and the evolving retail landscape.

United Kingdom

Beauty and wellbeing

Beauty

Premium Beauty News

Grazia

The Industry Beauty

Beauty Matter

The Business of Fashion

Who What Wear

Retail Touchpoints

Retail Insight Network

British Vogue

Global Cosmetics News

Interview with Ayman Ashraf conducted by the author

Cosmetics Design Europe

Cosmetics Design Asia

British Beauty Council

Professional Beauty

Byrdie

Marketing Charts

The Drum

Interview with Thomas Villalpando conducted by the author

Dazed

The Scottish Sun

Daily Record

Boots

From Sephora’s re-entry into the UK to L’Oréal’s focus on creating ‘beauty destinations’, a new era of retail has seemingly begun for Britain’s cosmetics landscape. What does this say about the needs and values of today’s shoppers? And how can brands meet their desires in brick-and-mortar spaces?