This beauty trend lets consumers choose their mindset

By Jo Allen | Published: 12-Dec-2023

Brands are going beyond offering self-expression, to helping consumers deliberately create how they want to feel

You need to be a subscriber to read this article.
Click here to find out more.

This article was originally published in the Future Of Beauty Trend Report. Receive your copy here

We’ve seen ‘vanilla girl’, ‘strawberry girl’ and pretty much every flavour of aesthetic in between.

2023’s beauty trends have taken the breadth of beauty looks to the max, feeding into Gen Z’s desire to switch in and out of different aesthetics as frequently as they choose.

But another trend has been bubbling under the surface this year too, one that presents a shift away from using beauty products purely for self-expression to using beauty products to purposely change how we can feel.

In fragrance, brands such as Vyrao and Ascention Beauty are using crystals alongside scent to amplify their ability to evoke and promote specific positive emotions or moods.

And Moodeaux’s brand mission is to empower beauty fans to accessorise their mood with scents: ‘flaunt how you feel’ is Moodeaux’s mantra.

Its recent PunkStar fragrance aims to help the wearer ‘rebel against the status quo’.

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.

You may also like