Beauty’s Quiet Luxury Transition
Trending in fashion, quiet luxury is now big in beauty, with a focus on wellbeing, timeless colour, quality ingredients and materials and stealth wealth defining the ultra-elite’s purchases. We identify the commercial drivers for this savvy cohort, who are selective and educated and have high standards for efficacy as well as environmental values.
The Optics of Quiet Luxury Beauty
Haute Healthful Ageing
Mindful Minimalism
The Modern Elite
HBO series Succession’s character Shiv Roy’s boardroom luxe style and American actress Gwyneth Paltrow’s “old money” courtroom attire are quiet luxury benchmarks in a landscape dominated by logos. But what does this look like in beauty? Clean, effortless skincare, timeless make-up colours and wellness-forward exploits fit the bill.
HBO series Succession’s character Shiv Roy’s boardroom luxe style and American actress Gwyneth Paltrow’s “old money” courtroom attire are quiet luxury benchmarks in a landscape dominated by logos. But what does this look like in beauty? Clean, effortless skincare, timeless make-up colours and wellness-forward exploits fit the bill.
Summary
The Optics of Quiet Luxury Beauty | HBO series Succession’s character Shiv Roy’s boardroom luxe style and American actress Gwyneth Paltrow’s “old money” courtroom attire are quiet luxury benchmarks in a landscape dominated by logos. But what does this look like in beauty? Clean, effortless skincare, timeless make-up colours and wellness-forward exploits fit the bill. |
Haute Healthful Ageing | Our 10 Luxury Trends to Watch highlighted how clinically minded longevity therapies and hyper-personalised preventative medicine are the new health must-haves for the global elite. Beauty’s take follows a similar biohacking approach to ageing, with high-performance topicals and ingestibles, devices and treatments. |
Mindful Minimalism | Shrewd brands are reformulating existing hero products and scaling back their portfolios as part of a wider sustainability-rooted movement towards conscious minimalism, providing quality and value to discerning consumers. Beauty propositions founded on fewer hard-working ingredients in functional product edits and single products align with quiet and considered luxury. |
The Modern Elite | Global beauty brands are challenging the status quo with a fresh vision of what luxury can and should look like. Cultural collaborations and alignment are key to contemporary brand identities, while innovative development strategies result in unique products, and sustainability takes new forms. |
Beauty’s Quiet Luxury Transition
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
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