The future of beauty never looked so good

The focus of cosmetics is evolving from being skin deep to self-expression and wellbeing. Consumers are using striking colors to express their personality, while looking to skin care to enhance their health.

Traditional instore experiences that once celebrated texture and scent is changing. Virtual D2C platforms that leverage AR, are allowing brands to move deeper into the home and help consumers become the architects of their own experience.

Customization is no longer enough. From concealer that analyses the weather, to products tailored to consumers’ microbiomes, personalization is helping to drive differentiation in the market and increase loyalty.

Fueled by digital adoption, the Asian beauty market has seen the rapid launch of new products, services and technologies, generating innovative new trends that slowly extend to the West.

Over the next 5 years, economies like China, India and Brazil will become increasingly important and beauty brands will need to capture this market.