Beauty & Wellness

The cosmetics industry is undergoing a major shift in focus, moving beyond superficial beauty to prioritize self-expression and wellbeing. Consumers are embracing bold, striking colours to express their personalities and are turning to skincare products to enhance their overall health. The traditional in-store beauty experience, which once emphasised texture and scent, is changing rapidly. The rise of virtual Direct-to-Consumer (D2C) platforms that utilize Augmented Reality (AR) is enabling brands to deepen their connection with consumers and empower them to design their own beauty experiences in the comfort of their homes.

Customization is no longer sufficient to meet the evolving needs of consumers. Brands are leveraging personalization to differentiate themselves in the market and increase customer loyalty, by offering products that are tailored to individual needs and preferences. For example, products that analyse the weather or are customised to the consumer's microbiome are gaining popularity.

With the rise of digital adoption, the Asian beauty market is seeing a surge in new products, services, and technologies that are generating innovative new trends that are slowly spreading to the West. Moreover, consumers are placing greater emphasis on self-care and wellbeing, and they are seeking personalised beauty experiences that offer "me time." In this context, social media influencers are emerging as a trusted source of information for beauty and wellness enthusiasts who are seeking expert guidance on product selection and usage.