2023 trends: The fall of fauxthenticity and rise of proof-based beauty

By Jo Allen | Published: 8-Dec-2022

In 2023, consumers will have zero tolerance for overinflated price points and claims. Brands must prove their worth to be eligible for purchase

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What will beauty consumers expect from brands in 2023? Industry experts agree that one priority will be prized above all else: proof.

Over the coming year and beyond, brands will be expected to prove that their products are worth buying in every respect – from their price points to their claims – ultimately demonstrating beyond doubt that they treat their customers fairly.

“The cost of living crisis will see proof go to the top of a beauty consumer’s priorities and without that, they will not invest in your product, says WGSN’s Clare Varga. “Evidence your claims. If you don’t do anything else, focus on that,” she advises.

It comes after another year of intense scrutiny of beauty brands, and exposure of any that fall short of being fair or trustworthy – leaving consumers acutely alert to spin, inflated claims and excessive pricing.

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