A fairytale story: Why premium beauty is having a crowning moment

By Becky Bargh 8-Jun-2022

Appetite for beauty has not been hampered by the rise in energy costs or inflation. But even more surprisingly, the premium category is positively peppy. Here, Cosmetics Business takes a closer look at the sector’s success

The rise of more expendable cash has contributed to a spending of higher quality products

Premium is proving to be beauty’s Prince from a Disney fairy tale. Even in the midst of one of the most volatile markets since World War II, with inflation at a 40-year high (at time of writing) and a £700-a-year increase in energy bills for UK customers, spending on cosmetics is up 13%, according to a survey by Barclaycard.

Gone are the days of the ten-step skin care routine adopted during the pandemic as consumers return to their measurably busier lives and opt for simpler beauty routines. This has given rise to more expendable...

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