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Premiumization was one of the 10 megatrends shaping consumer habits over the last year. In the beauty and personal care space, this is materializing through greater consumer interest in beauty tech, which is an umbrella term for the digital tools and devices that improve beauty-related experiences and routines, covering anything from hair straighteners to AI enabled cosmetic try-ons. These devices will allow for more sophisticated personalization for beauty consumers as they continue to seek salon results at home. Here, we look at usage patterns, light therapy, at-home results and more.
Beauty Tech Usage of Niche Devices has Increased
Since the COVID-19 pandemic, consumers have placed increasing importance on self-care, driven by conversations around the importance of holistic health and greater willingness to invest in products that benefit mental and physical well-being.
An uptick in usage has been true among niche devices that were outside the most used devices like hair stylers and hair removal devices, heated eyelash curlers and microdermabrasion devices.
F-1. Growth in beauty device usage (2022-2023)
Light Therapy Innovations Gain Traction
Initially only available for estheticians, UV masks and handheld devices have grown in popularity because consumers want to recreate their effects at home.
Social media trends like “get ready with me” and influencers' discussions of the types of products/treatments they are using are making non-users more aware of the benefits of UV and light therapy.
As a result, more products have launched, leading to more accessible versions and higher mainstream usage (F-1).
There is a correlation between the number of consumers looking to salon treatments and those using UV masks and handheld devices; the most likely to adopt potentially costly beauty tech are those who have tried similar products and benefited from the results.
As consumers understand the devices used in treatments better with use, they are more likely to try and replicate the effects at home between treatments.
And, as consumers look to save money, they may prolong the time between expensive salon treatments (F-2)—if they are able to maintain some of the benefits at home by using products (like the UV devices) at home for a lower cost per use.
F-2. At-home skin care treatments (at home, versus salons)
The Promise of Salon Results at Home
Multifunctionality and benefits for hair health have become key factors in consumers purchasing decisions, since consumers are more conscious about maintaining the natural quality of their hair.
The pandemic also forced consumers who preferred to have salon treatments to reconsider at-home alternatives—accelerating brands’ development into beauty tech.
First and foremost, consumers prioritize efficacy. While science and innovation are the common denominators when looking at popular launches, consumer interest is garnered through the perceived effectiveness products have.
In many cases, efficacy is measured by the results compared to professional treatments. Beauty tech products often boast the ability to provide more specialized results compared to standard products, whether that be enabling consumers to personalize their routines or products, or recreating salon professional effects at home (F-3).
The Dyson AirWrap has changed the game for consumers looking to achieve salon-like results from home.AdobeStock by руслан малыш
While hair care at first may not seem like an obvious area for Dyson, the Coanda technology underpinning the Dyson Airwrap was developed from knowledge gained through the company's existing portfolio of vacuum cleaners, fans and purifiers. Dyson’s reputation encouraged consumers to consider this new product, despite the high price tag relative to similar alternatives.F-3. Usage of hair styling products globally
The promise of salon results at home, multifunctionality through different attachments, and the benefits for the health of hair long term, have solidified the popularity of this type of hair styler. Since the Dyson introduction, competitors like Shark and BaByliss have launched similar products, providing alternative options for consumers with a more strict budget.
Diagnostics to Form the Next Frontier of At-Home Beauty
Over the next five years consumers will continue to prioritize wellness and health as a core value within beauty and personal care. As we see the global economic situation stabilize, consumers will maintain their focus on premiumization and self-care, spending more on long-term solutions (F-4). As the beauty consumers keep building their knowledge of skin and hair care, they continue to look to the “next best thing.” As it becomes more common to use beauty tech at home, devices will move towards ever more personalized solutions. Tech aiming for personalization is only starting to enter the consumer space.
F-4. Willingness to pay more for personalized products based on detailed skin/hair diagnosis
The Lesielle System is the first device that allows consumers to produce fresh skin care products on demand.Leisielle
Devices allowing more sophisticated personalization will become more commonplace, with consumers continuing to look to technology for results. The level of personalization, ownership and interaction enabled by tech will become a must have for many consumers, who want tangible results for their investment.
At Euromonitor, we are seeing consistent growth in the number of beauty consumers willing to spend on beauty and personal care, growing 29% globally from 2020 to 2023 (Euromonitor International, economies and consumers data, personal care expenditure in constant terms). Over the next few years, we expect to see consumers looking for new ways to satisfy their need for indulgence and efficacy. Beauty devices popularity has gained particular traction through consumers' willingness to invest, and as new products enter the markets there will be continued growth in the beauty technology space.