Beauty in Two Worlds: K-shaped Strategies to Capture Both Premium and Value Consumers

“The beauty industry naturally mirrors a K‑shaped economy, with premium brands benefiting from affluent consumers trading up, while mass and value brands compete aggressively on price,” says Scott Lingren, CEO, ICONS Beauty Group. ICONS Beauty GroupThe beauty industry is entering 2026 in a distinctly K-shaped economy: premium and mass segments are thriving, while mid-tier offerings face mounting pressure. Consumers are trading up for science-backed efficacy, personalization, and experience, or trading down for clarity, reliability, and value. Across tiers, transparency, multifunctionality, and demonstrable performance are non-negotiable.

To understand the implications, we spoke with experts in brand building, marketing, manufacturing, packaging, ingredients and R&D. Their insights reveal how success now requires brands to master the barbell—hero products at the top, smart, efficient solutions at the base—while avoiding the soft middle where offerings blur. The following report explores how this dynamic is shaping skincare, hair, oral and personal care, ingredients, packaging, and manufacturing strategies for 2026.

Beauty in a K-Shaped Economy: Winning at Both Premium and Value

“As beauty and personal care move into 2026, the industry is operating within a distinctly K-shaped economy—one where premium and mass segments continue to grow in parallel, while mid-tier offerings face increasing pressure,” says Michelle Chavez, chief commercial officer at Accupac. Accupac“As beauty and personal care move into 2026, the industry is operating within a distinctly K-shaped economy—one where premium and mass segments continue to grow in parallel, while mid-tier offerings face increasing pressure,” says Michelle Chavez, chief commercial officer at Accupac. “Consumers are trading up for performance and credibility, or trading down for clarity and value, leaving less room for products that sit ambiguously in between. This divergence is reshaping how brands approach product development, portfolio architecture, pricing, and manufacturing strategy, elevating the importance of precision and flexibility across categories.”

“The beauty industry naturally mirrors a K‑shaped economy, with premium brands benefiting from affluent consumers trading up, while mass and value brands compete aggressively on price,” says Scott Lingren, CEO, ICONS Beauty Group. “Higher‑income consumers continue to spend on prestige skin care, wellness and personalization, while lower‑income households prioritize affordability and durability. This divided economy rewards companies that can operate successfully across multiple price tiers.”

“Affluent consumers remain willing to pay for beauty, but expectations have risen,” says Moira Stein, Berlin Packaging insights and strategy. “They are becoming more discerning and intentional with their spending, so premiumization must be anchored in tangible value rather than price alone. Product development should emphasize multifunctionality (e.g., color cosmetics with skin care benefits), science-backed efficacy, medical endorsements (as demonstrated by the growing popularity of dermocosmetics), and high-quality or clean ingredients.”

“Affluent consumers remain willing to pay for beauty, but expectations have risen,” says Moira Stein, Berlin Packaging insights and strategy. “They are becoming more discerning and intentional with their spending, so premiumization must be anchored in tangible value rather than price alone."Berlin PackagingStein adds, “Today’s consumers—especially younger generations—want experiences not just products. A GlobalData survey found that people are 'willing to pay more for products that satisfy them on a more experiential level^a.' Demand for unique experiences, combined with the rise of social media and popularity of sharing experiences on Instagram and TikTok, is transforming the beauty industry. Digital brand engagement has become essential for beauty brands. According to McKinsey, 64% of global Gen-Z consumers say social media is one of their top sources of beauty inspiration^b.”

Lingren notes, “For consumers who are impacted by higher fundamental costs that create lower levels of affordability, beauty products are often regarded as functional necessities tied to self‑confidence, employability, and social participation.”

As a result, he says, “Affordable beauty enables individuals to present professionally without significant financial strain. Maintaining access to quality, value‑priced products helps mitigate some of the social effects of economic inequality.”

Across income tiers, value perception is shifting.

Stein explains, “Dupe culture is becoming normalized and widespread, with aspirational consumers seeking products that mimic their higher-priced counterparts. According to McKinsey, 63% of global consumers do not believe that premium beauty products perform better than mass products. The rise (and continued success) of “dupe culture” reflects this sentiment. Unique forms and buzz-worthy design can help increase social media awareness, which is a driving force behind dupe culture.”

Barbell Beauty: Why 2026 Rewards Brands That Deliver Hero Performance and Everyday Value

“[B]eauty isn’t splitting cleanly by income,” says Nick Ignazzi, area sales and operations director, Provital. “It’s splitting by confidence."Provital“[B]eauty isn’t splitting cleanly by income,” says Nick Ignazzi, area sales and operations director, Provital. “It’s splitting by confidence. There’s an asset-confident consumer, people who feel okay because their investments, home equity, job trajectory, or simply their sense of momentum is intact. And there’s a paycheck-tight consumer, people who feel every price increase immediately and must actively manage daily trade-offs. Those groups don’t map perfectly to tax brackets, and plenty of people bounce between them depending on the month.”

Ignazzi continues, “Beauty makes this dynamic unusually visible because it’s one of the few categories where consumers can splurge and economize inside the same routine, and sometimes in the same basket. That’s why Ulta is such a useful signal. In its latest reported quarter, Ulta, which serves a broad mass-to-prestige customer base, delivered comparable sales up 6.3%, driven by a higher average ticket (+3.8%) and more transactions (+2.4%). That doesn’t read like a niche “only the wealthy” story. It reads like broad participation, paired with selective premiumization.”

The market, then, is not so much K-shaped as it is barbell-shaped.

“On one end is proof and experience—products people will pay up for because they feel earned through demonstrable results, sensorial pleasure, personalization or brand,” says Ignazzi. “On the other end is utility and math: products that win on cost-per-use, multitasking, bigger formats and no-nonsense performance.”

But, he warns, “The danger zone is the soft middle, where products are neither meaningfully better nor meaningfully cheaper. That’s where brands quietly become interchangeable.”

Ignazzi argues, “This is also why ‘trading down’ is the wrong headline. Many consumers aren’t trading down—they’re trading sideways. They protect a few emotional or results-driven hero purchases and then value-engineer everything around them through dupes, bundles, simplified routines and smarter replenishment. In other words, the same person can buy a prestige fragrance and a value cleanser in the same trip and feel smart about both.”

What will brand building look like in 2026?

Ignazzi urges brands to “create explicit upgrade and downgrade paths, good/better/best that truly feels different. Defend hero products with real moats: substantiation, delivery systems, sensorial signatures, speed-to-results. Use packaging as a pricing instrument: value should look honestly efficient and generous, and premium packaging must earn its footprint by improving the experience or performance.”

He concludes, “In a polarized market, the goal isn’t to be everything to everyone. It’s to be clearly worth it to the people you’re built for.”

Category Realities in a K-Shaped Economy

Fragrance’s K-Shaped Boom: Mass Thrives, Luxury Indulges

“Fragrance is the category that most clearly reflects a K-shaped dynamic,” says Larissa Jensen, Circana’s senior vice president and global beauty industry adviser. “Throughout 2025, we’ve seen strong performance at both ends of the spectrum: mass fragrance posted double-digit growth, while prestige and luxury fragrance outpaced overall prestige growth. The drivers have remained consistent—on the mass side, luxury-inspired brands and scents continue to excite consumers, while in prestige and luxury, higher-concentration formats are fueling growth as shoppers increasingly value the benefits of indulgence.”

Performance Rules in a K-Shaped Market: Science-Backed Premium and Smart, Accessible Skin Care

“Social media and generative AI have dramatically lowered barriers to expertise, enabling consumers to interrogate claims, compare products, and demand transparency in ways that were not possible even a decade ago,” says Alec Batis, CEO/co-founder of Sweet Chemistry. “Together, these forces are reshaping the beauty industry at a foundational level.”Sweet Chemistry“In skin care, premium growth is fueled by clinically inspired formulations, biotech-derived actives, microbiome-supportive ingredients, and advanced delivery systems that justify higher price points through visible, measurable results,” says Chavez. “At the same time, mass skincare continues to gain momentum through streamlined routines, multifunctional products, and hero ingredients that deliver proven benefits. Brands that succeed are those able to translate efficacy across price tiers while maintaining trust and consistency.”

Lingren adds, “Trends historically reserved for luxury— dermatological science, more advanced environmentally friendly designs and formulations—are increasingly trickling down into mass brands. Industry leaders are helping to increase the pace of broad availability.”

“Social media and generative AI have dramatically lowered barriers to expertise, enabling consumers to interrogate claims, compare products, and demand transparency in ways that were not possible even a decade ago,” says Alec Batis, CEO/co-founder of Sweet Chemistry. “Together, these forces are reshaping the beauty industry at a foundational level.”

He notes, “What distinguishes the K-shaped economy is not simply a divergence in income, but a convergence in expectations. Across price tiers, today’s beauty consumer is more discerning, more informed, and less tolerant of superficial differentiation. Value is no longer synonymous with price; it is defined by performance, credibility and intention.”

Batis explains, “At the top of the K, affluent consumers are willing to spend—but only when a brand delivers a truly modern value proposition. This has raised the bar for product development, placing renewed emphasis on formulation integrity, clinically relevant ingredient levels, and manufacturing choices that prioritize efficacy over novelty. Packaging is expected to signal quality and restraint while also addressing sustainability and functional design. Brands such as Sweet Chemistry, Victoria Beckham Beauty, and Chris McMillan Haircare reflect this shift, succeeding not through excess or spectacle, but through clarity of purpose and demonstrable results.”

He adds, “In this context, premium beauty is becoming quieter and more disciplined. Technology and science have replaced glamour as markers of status, and marketing is evolving from persuasion to education. Trust, once eroded by years of overpromising, is now the most valuable brand asset.”

Meanwhile, says Batis, “At the lower end of the K, constrained spending power has not diminished expectations—it has sharpened them. Entry-level consumers are demanding products that work, even if they cannot afford to splurge. This has fueled the rise of brands such as Bubble, Remedy, Kitsch and Odele, which focus on democratizing expertise through efficient formulations, focused portfolios and honest communication. Ingredient transparency, thoughtful sourcing and simplified routines allow these brands to deliver credible performance at accessible price points without relying on inflated marketing narratives.”

Batis concludes, “Ultimately, the K-shaped economy is forcing the beauty industry to grow up. Success now depends less on aspiration and more on accountability—on building brands that can substantiate their claims, respect consumer intelligence, and deliver real value at every rung of the economic ladder.”

In this environment, strong efficacy can be a differentiating factor.

“In a K-shaped economy, both high- and low-income consumers seek performance as proof of value, even if their budgets and motivations differ,” says Joshua Britton, Ph.D., founder and CEO, Debut. “Across income levels, performance delivers tangible benefit.”Debut“In a K-shaped economy, both high- and low-income consumers seek performance as proof of value, even if their budgets and motivations differ,” says Joshua Britton, Ph.D., founder and CEO, Debut. “Across income levels, performance delivers tangible benefit.”

He adds, “For high-income consumers, performance is a differentiator linked to efficacy and science-backed results that other products can’t deliver, and it is reinforced by elevated aesthetics, refined textures, and access to exclusive clinical validation. Brands that deliver breakthrough innovation, novel ingredients, robust testing, dermatologist-blinded studies, and compelling data, paired with superior sensoriality, earn the trust of affluent consumers and sustain premium pricing. By contrast, mid- and low-income consumers seek value in fewer, smarter purchases at lower price points, where performance justifies the purchase. Brands that succeed in this tier simplify the science without diluting credibility. They lead with demonstrable efficacy rather than aesthetics.”

Britton notes, “Biotechnology delivers on both fronts. Advances in active ingredients that work synergistically at lower concentrations enable entirely new formulations, rather than relying on high percentages of single ingredients such as 20% vitamin C or 10% niacinamide. In addition to offering differentiated performance, biotech beauty also extends the efficacy—and in some cases replaces—costly in-office treatments such as skin tightening, firming and rejuvenation. This reflects a broader shift in beauty spending, with consumers across the board prioritizing results and affordability over how or where products and services are delivered.”

Britton concludes, “Economic downturns, while challenging, can also present opportunity, a “reset” in the beauty ecosystem. Academic research, including MIT Sloan Management Review’s “When Launching a Product During a Recession Pays Off^c” (April 2025), shows that brands launching products during macroeconomic downturns often achieve higher sales and longer market lifespans because there is less competitive noise. Factoring in the typical two-year innovation cycle, products in development now will reach shelves in 2027 and beyond, by which time the divergence of the K-shaped economy will likely have narrowed, with science-backed brands breaking exciting new ground.”

Hair Care in a K-Shaped Market: Scalp Wellness at the Top, Simplified Performance at Scale

“Hair care reflects a similar dynamic [to skin care],” says Chavez. “On the premium end, consumers are investing in scalp health, bond repair, and personalized regimens, treating hair as an extension of overall wellness. In mass segments, growth is driven by simplified repair, frizz control, and everyday performance—products that offer noticeable improvement at accessible prices. This places increased emphasis on formulation efficiency and sensorial experience.”

From Oral Healthspan to Everyday Essentials: How a K-Shaped Economy Is Splitting Oral and Personal Care

“Oral care and personal care are also experiencing accelerated bifurcation [seen in other sectors]” says Chavez. “Premium oral care is evolving toward ‘oral healthspan,’ with enamel-restoring technologies, biotech-derived minerals, and wellness-forward positioning that reframes daily care as long-term maintenance and prevention. Meanwhile, mass consumers continue to prioritize cavity protection, sensitivity relief, and clean-label basics they trust.”

Chavez adds, “In personal care, prestige is defined by skin barrier support, microbiome balance, and adaptive formats, while mass growth comes from multifunctional cleansers, deodorants, and body treatments that deliver reliability and value.”

Ingredients in a K-Shaped Beauty Economy: Why Versatility, Performance and Cost Discipline Are Now Strategic Imperatives

“Teams are often trying to serve two very different market realities at the same time: one driven by premium expectations, and another shaped by value and accessibility,” says  Roni Rot, CEO, Jojoba Desert. “This tension shows up very clearly in how products are formulated and how ingredient decisions are made.”Jojoba Desert“Teams are often trying to serve two very different market realities at the same time: one driven by premium expectations, and another shaped by value and accessibility,” says  Roni Rot, CEO, Jojoba Desert. “This tension shows up very clearly in how products are formulated and how ingredient decisions are made.”

Rot adds, “In premium segments, brands are becoming more deliberate. There are fewer launches, but each one carries higher expectations. Ingredients are expected to deliver measurable performance, refined sensoriality, and credible sustainability within leaner formulations. Innovation here is defined by performance efficiency rather than novelty.”

The executive notes, “Value-driven brands face a different challenge. Under margin pressure and supply uncertainty, ingredient decisions prioritize reliability, formulation efficiency, and scalability. Ingredients that can perform multiple roles, simplify formulas, and support consistent production are critical to maintaining quality while controlling costs.”

Formulation strategies are evolving to emphasize multi-benefit performance, and materials that deliver reliable results across both high-end and value-driven products.

“This polarization is reshaping portfolio strategy,” says Rot. “Rather than developing entirely separate solutions for premium and mass markets, brands and suppliers are increasingly focused on adaptable ingredient platforms. A single material may need to support different textures, performance levels, or positioning strategies across price tiers and geographies.”

He adds, “Sustainability remains part of the conversation, though it is being reframed. In premium brands, it often reinforces brand values and differentiation. In value-oriented products, it is more closely tied to efficiency, waste reduction, and smarter use of resources. In both cases, sustainability is expected to deliver practical results.”

Rot concludes, “As the market continues to polarize, broad marketing claims are losing relevance. Clear explanations, ingredient transparency, and proven performance matter more than ever. Ultimately, the K-shaped economy is accelerating a structural shift in beauty. Ingredients are becoming strategic assets that shape portfolio flexibility, cost structures, sustainability performance, and brand credibility.”

“Brands now need solutions that deliver superior performance while remaining cost-effective and versatile enough to serve two very different consumer segments: those seeking premium, science-backed products and those prioritizing affordability and practicality,” says Michael A. Lull, director of marketing, personal care NA, Ashland.Ashland“Brands now need solutions that deliver superior performance while remaining cost-effective and versatile enough to serve two very different consumer segments: those seeking premium, science-backed products and those prioritizing affordability and practicality,” says Michael A. Lull, director of marketing, personal care NA, Ashland.

He adds, “Ingredient suppliers can play a pivotal role by focusing on multifunctional innovations that simplify formulations and reduce costs without compromising efficacy or quality. Developing ingredients that offer multiple benefits such as conditioning, rheology modification, and sensory enhancement in a single molecule enables brands to streamline their portfolios and lower manufacturing complexity. Hybrid or performance elevating technologies such as polymers that provide both styling and rheology modification, or materials that provide enhanced benefits while reducing or replacing multiple materials in formulations enable brands to create differentiated products while minimizing the need for additional additives.”

Lull argues, “Cost efficiency is equally critical. Highly efficacious ingredients that perform at low dosages allow brands to maintain superior results while controlling costs. Scalable manufacturing solutions, further reduce operational expenses and support sustainability goals. These efficiencies are essential for mass market products, where price sensitivity is high, but they also appeal to premium brands seeking eco-conscious production.”

In a bifurcated market, versatility is essential. Winning suppliers will pair high-efficacy, science-backed ingredients with sustainability for premium consumers, while offering cost-efficient, multifunctional solutions that preserve performance and sensorial appeal for value-focused shoppers.

Lull explains, “Technology and sustainability will underpin these strategies. Digital formulation tools and predictive modeling can accelerate product development and reduce waste, while circular solutions like ingredients sourced from upcycled feedstocks or renewable resources offer a compelling story for both ends of the market. These approaches allow suppliers to deliver innovation that is not only high performing but also aligned with evolving consumer expectations around environmental responsibility.”

Finally, he says, “[I]ingredient suppliers must act as strategic enablers in this new economic landscape. By delivering multifunctional, high-performance solutions that optimize cost and complexity, suppliers empower brands to thrive in a market defined by divergence and differentiation meeting aspirations at the top while ensuring accessibility at the base. The ability to balance innovation with affordability will determine which players succeed in building resilient, futureproof portfolios.”

Packaging in a K-Shaped Beauty Economy: How Design, Sustainability and Shareability Win at Both Ends of the Market

“The widening wealth gap is reshaping the beauty landscape, creating a polarized market where price-conscious and premium seeking consumers coexist,” says Stein. “While many U.S. consumers are spending less on beauty care, many high-income shoppers continue to splurge. Effective packaging strategies can help beauty care brands appeal to consumers at both ends of the economic spectrum.”Nomad_Soul at Adobe Stock“The widening wealth gap is reshaping the beauty landscape, creating a polarized market where price-conscious and premium seeking consumers coexist,” says Stein. “While many U.S. consumers are spending less on beauty care, many high-income shoppers continue to splurge. Effective packaging strategies can help beauty care brands appeal to consumers at both ends of the economic spectrum.”

Stein adds, “Packaging plays a critical role in signaling a premium positioning. Bespoke pack designs that are difficult to replicate can protect against commoditization and dupes. Luxe materials and finishes—such as metallic accents, soft-touch coatings and direct decoration—reinforce premium positioning, while minimalist design cues communicate efficacy, transparency, and clean ingredients.”

She concludes, “Because image is essential on social media, brands must cultivate strong packaging aesthetic appeal that is not only memorable but shareable. Unique bottle shapes and Insta-worthy brand design can help brands create buzz across online platforms. Secondary packaging also offers opportunities for engagement, as unboxing videos are becoming increasingly prevalent on social media.”

“Across all categories, packaging strategy has become a critical lever,” says Chavez. “Premium brands are using refill systems, elevated materials, and design-led formats to signal longevity and responsibility. Mass brands are prioritizing lightweight, efficient packaging—thinner walls, fewer components, and mono-material structures—to reduce cost, freight, and environmental impact while meeting sustainability expectations. Early collaboration between formulation, packaging, and manufacturing teams is essential to ensure these strategies are scalable and cost-effective.”

“The beauty industry is changing fast, and the K-shaped economy is making the split impossible to ignore,” says Amy Pan, CEO of Epopack. “Consumers are spending more selectively, choosing products based on what matters most: whether that’s quality, values, or price. That divide is shaping how brands develop products, and it’s especially visible in the way they approach packaging.”

She continues, “From a packaging manufacturer’s perspective, sustainability sits at the center of both ends of the market, even if it looks different for each. Premium brands think long term. Packaging isn’t just a container, it’s part of the experience, influencing how a product looks, feels, and lives with the consumer. Sustainable materials are expected, but so is refinement. The question has shifted from ‘Is this responsible?’ to ‘Does this reflect who we are as a brand?’”

Pan adds, “Value-driven brands are equally focused on sustainability, but in a more practical way. Consumers want responsible choices that don’t compromise accessibility or price. This drives demand for simpler, recyclable packaging, PCR materials, and efficient, scalable designs. Here, sustainability is about making smart choices that work in the real world.”

Lingren notes, “While sustainable packaging isn’t new, it’s now more important than ever with tightening packaging regulations in most markets. And at ICONS America, we continue to explore, develop and design new sustainable products, as consumer demands continue to shift towards more sustainable choices. This is reflected in our growing selection of mono-material, PCR and ocean plastic material, recyclable and refillable products.”

“Across the board, one thing is clear: consumers want transparency,” says Pan. “They want to know what packaging is made from, how to recycle it, and whether sustainability claims are meaningful. Brands are responding by being more deliberate with packaging decisions and involving manufacturing partners earlier in the process.

She concludes, “In a K-shaped economy, there’s no single path forward. But sustainability is the common foundation, helping brands stay true to their values, connect with consumers, and navigate a split market with confidence.”

Agility Wins in a Polarized Beauty Market: Why Flexible, Sustainable Manufacturing Is the New Competitive Edge

In 2026, beauty brands will thrive by partnering with agile, sustainability-focused manufacturers capable of supporting multiple price tiers, flexible batch sizes, rapid innovation, and localized, eco-conscious sourcing without compromising quality or compliance.gumpapa at Adobe Stock“Manufacturing agility underpins success in a K-shaped market,” says Chavez. “Brands increasingly require partners that can support multiple price architectures, flexible batch sizes and rapid innovation without compromising quality or compliance … In 2026, success will favor brands that compete with clarity across an increasingly polarized beauty landscape.”

Sustainability also remains a key consideration in the manufacturing space.

“One elemental trend that is shared across both economic tiers is a desire for products with greater sustainability,” says Lingren. “The industry leaders continue to invest in using post-consumer and recyclable materials and are also investing in more localized sourcing to reduce their carbon footprint.”

The executive adds, “Companies like ICONS America benefit from greater supply chain agility, with our production in the United States at our headquarter manufacturing facility in North Carolina and the majority of raw materials sourced from the United States, and our Taiwan Branch, which provides clients with a wide range of primary packaging and the best in global sourcing solutions.”

Size Matters: Travel Size, Large Formats & Refillables

Travel- and personal-sized formulations and packaging are increasingly essential, making high-performance, sustainable beauty more accessible, convenient and affordable, while encouraging sampling, experimentation and impulse purchases.dark_blade at Adobe Stock“Scaled formulations and packaging innovation—such as travel- and personal-sized products—make advanced beauty accessible at lower price points,” says Lingren. “At ICONS America, we are seeing demand for travel-friendly beauty booming, whether it's try-before-you-buy sampling or travel-friendly touch-ups, consumers expect the same performance, sustainability and aesthetic appeal as full-size packaging.”

He continues, “In response, we have a growing range of travel-size packaging options in all products categories including petite and portable tubes, jars, bottles, tottles, wands and sticks. And our 35 mmD and 40 mmD in-Mold Label tubes prove that smaller doesn’t mean less effective. With fill capacities from 30-160ml (1oz-5.5oz), they offer the perfect balance between full-size and travel-ready convenience.”

“As cost consciousness increases, right-sizing strategies are becoming essential,” says Stein. “Mini and trial sizes lower barriers to entry, encourage experimentation, and reduce perceived risk, while also supporting travel and impulse purchase occasions. Conversely, value-oriented consumers are drawn to larger formats that offer a better price-per-unit. Refillable and lightweight packaging systems deliver both economic and sustainability benefits, improving margins while appealing to environmentally conscious shoppers. According to Euromonitor [report unavailable publicly], “beauty pouch sales rose 5.5% in 2024, with room for further development.”

FOOTNOTE

^ahttps://www.globaldata.com/store/report/premiumization-and-indulgence-consumer-trend-analysis/

^bwww.mckinsey.com/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/state%20of%20beauty/2025/the-state-of-fashion-beauty-june-2025-f.pdf

^chttps://sloanreview.mit.edu/article/when-launching-a-product-during-a-recession-pays-off/