Wherever you are in the world, daily life has become more turbulent.
From geopolitical upheaval to economic uncertainty, to the dizzying pace and presence of digital overload, cosmetics businesses will be keeping a watchful eye on macro trends.
But they must also tune in to the subtler signals, as this flux is fundamentally changing what people care about and what they purchase.
We are seeing evidence that beauty consumers in markets across the globe – despite their cultural differences and local rituals – are searching for ways to help them feel calmer, stronger, and more in control.
This behaviour is showing up in a remarkably consistent way from continent to continent and it has implications for what people prioritise in their purchasing.
Against this backdrop, the next frontier for the global cosmetics industry will not be defined by surface level correction but by emotional regulation.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.