The lines between beauty, health, and wellness are blurring. Beauty brands are breaking boundaries, with make-up becoming skincare and skincare evolving into make-up.

Personalisation is key. Consumers crave products tailored just for them, presenting a lucrative opportunity for forward-thinking brands. The beauty sector, once focused on combating aging, now emphasises health, wellness, and longevity.

Beauty aspirations are increasingly linked to life stages, which could extend to 120 years or more, as scientific studies suggest. Nielsen data shows a shift: online searches for “anti-aging” dropped by 8%, while those for “mature women” grew by 11% in the past year.

This shift reflects a broader societal trend: the perception of beauty and beauty products is evolving. People seek empowerment over perfection.

However, the beauty market remains far from inclusive. Only 4% of women over 60 feel represented by beauty brands, despite accounting for over 20% of market spend.

While brands like Drunk Elephant resonate with Gen Z and younger audiences through their focus on healthy, sustainable products, there’s a growing opportunity to reach underserved demographics with the same values.

The goal has always been to look good forever. Now, consumers want to feel good forever.

Dive into our deck to see how brands are connecting the dots between consumer, culture, and brand to drive growth.

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