What Are Beauty Consumers Seeking?

Published 28 September 2023

Global data company Kantar has harnessed its proprietary digital experience analytics and artificial intelligence (AI) to identify emerging beauty and personal care trends. Having reviewed 90 billion searches across more than 100 countries over a period of five years, it collated its findings, revealing opportunities for brands to cater for consumers’ emotional, physical, social and spiritual needs.

  • Physical Realm: The post-Covid health and wellness movement has led to a heightened focus on skincare, as consumers strive for complexions exuding health and vitality. Increasingly knowledgeable about high-performing ingredients, they seek science-driven, tech-accelerated solutions. Kantar says brands like Paula’s Choice (US), which formulates bodycare products with hero skincare ingredients – such as vitamin C and niacinamide – are resonating.

  • Social Realm: Consumers pursue more intentional, meaningful investment and expect products to align with their values. From sustainability and clean ingredients to inclusivity and social impact, brands that embrace nature and revive traditional ancient practices are well received, with strong potential for growth. The most successful also demonstrate their ability to conserve ecosystems while giving back to society.

  • Spiritual Realm: Highlighted in The 'Now Age’ Beauty Boom, consumers are keen for sensory stimulation, with the allure of deep space and its wonders inspiring brands in terms of aesthetics, spiritual connection and functional products. Those that lean into healing practices and ancient wellness techniques have a positive impact. Combined therapeutic treatments showcase the future of health-focused wellbeing and beauty services while products like crystal facial rollers gain popularity.

  • Emotional Realm: Kantar’s data reveals an increased focus on personal care that can provide relief and reject outdated norms: for example, products that support women with monthly hormonal fluctuations or cater for each week of their menstrual cycle. Personalised solutions and holistic skincare also resonate, aided by AI-led customised products.