Consumers & Markets

A staggering 56% of consumers say beauty brands explain the science of aging unclearly or not at all; a meager 12% state it is explained 'very clearly.'
The Longevity Illusion: FIT’s 2026 Think Tank Exposes the Credibility Gap in Beauty Innovation
A call to action to restructure product development and communication pipelines around verified performance, educational clarity and experiential depth.
Featured
MOON: mascara in glass by Lumson and Ponzini
Sponsored
MOON: mascara in glass by Lumson and Ponzini
MOON is the first glass mascara created by Lumson in collaboration with Ponzini. This Made in Italy design elevates the formula, transforming the mascara into a luxury object. The bottle comes with three applicators for a tailored, premium performance
May 14th, 2026
SkinCeuticals, CeraVe and Garnier will participate in OpenAI's global advertising pilot, placing L'Oréal among the first beauty companies experimenting with AI-native advertising at the moment of consumer intent.
L'Oréal Goes All-In on AI: OpenAI Deal Extends From ChatGPT Commerce to Microbiome Discovery
Months after teaming with Nvidia to reinvent formulation science, L'Oréal is now embedding OpenAI across consumer discovery, advertising, content creation and biological research—signaling an industry-wide shift toward AI-native beauty.
Jun 17th, 2026
June 2026
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How to Get Your Makeup Brand Refreshed
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How to Get Your Makeup Brand Refreshed
Jun 22nd, 2026
A sampling of 5,000 Reddit posts and nearly 700K comments found that consumers are prioritizing unique scents/distinctive olfactory experiences. Often, this gives an advantage to indie brands, which are often freer to push the envelope with novel notes and combinations.
Beyond the Boom: Strategic Growth in the Era of Fragrance Normalization
May 1st, 2026
Lower-income consumers are more likely to prioritize products tailored to their skin type or concerns (40%), while higher-income shoppers lean more heavily on brand trust (43%).
Consumers Are Buying Less but Expecting More. Here's What That Means for Beauty.
Apr 28th, 2026
By 2034, older adults will outnumber children for the first time in U.S. history. Declining populations under 18 and rising life expectancy will drive this aging trend.
Beauty’s Demographic Destiny: Aging, Autonomy, and the 2040 Pivot
Apr 22nd, 2026
Latest
Hair thinning (77%) and hair loss/shedding (80%) are the top two negative hair changes women experience since perimenopause or menopause (up sharply from the 2021 study results, where hair thinning or shedding were negative effects hovered around 50% for menopausal women).
Beyond Quick Fixes: Women Embrace Science-Backed, Life-Stage Hair Care
Most women don’t currently use a hair longevity approach to their own hair, but there is strong interest.
Apr 9th, 2026
Urban Decay spent four years developing its Tube Job Tubing Mascara, which features an 89% serum-infused formula.
The Performance Pivot: Stains, Serums and the Science of Life-Proof Beauty
The makeup sector's 2026 outlook centers on advanced lip technologies, mature skin solutions, high-performance tubing mascaras and all-things hybrid.
Apr 9th, 2026
Debut is backing the launch with sample-ready concept formulations featuring EDL, giving industry players a tangible way to evaluate performance firsthand.
Debut Puts Samples First to Prove Its Post-Procedure Skin Care Vision
By registering for the on-demand session, participants can access these sample concepts—bridging the gap between innovation story and real-world application.
Apr 8th, 2026
MOON: mascara in glass by Lumson and Ponzini
Sponsored
MOON: mascara in glass by Lumson and Ponzini
MOON is the first glass mascara created by Lumson in collaboration with Ponzini. This Made in Italy design elevates the formula, transforming the mascara into a luxury object. The bottle comes with three applicators for a tailored, premium performance
May 14th, 2026
Today, many consumers recognize functional ingredients—niacinamide, ceramides, peptides—and have a working understanding of what they do. This shift has changed the rules of brand communication. It’s no longer enough to reference “advanced botanicals” or “proprietary complexes.” Consumers want specifics.
Building a Science-Forward Beauty Brand Is Harder Than Ever. Here’s What I've Learned.
The companies that will thrive in the coming decade are those that treat science not as a decorative flourish but as a foundational element of their identity.
Mar 30th, 2026
'The most valuable thing we can do with this capital is remove the operational friction, focus the best talent in the business on the work they are genuinely brilliant at which will unquestionably unlock innovation adding more value to our clients and our community—that is truly where the magic happens,' says Jane Walsh, CEO, SEEN Group (at center, pictured with the company's management team). 'No one tool or one capability in isolation, but in the compounding effect of a team that is operating at its fullest. Clients feel that. The community feels that. The quality of the work reflects it.'
Micro-Creators, Macro Growth: SEEN Group Scales Its Influence Engine
The centerpiece of this next phase is Community X SEEN (CXS), the group’s proprietary influencer platform dedicated to micro- and nano-creators.
Mar 25th, 2026
Prestige beauty outperformed the market, despite average price increases, buoyed by emotionally driven, want-based shoppers.
Beauty Holds the Line as Resilient US Consumers Keep Spending
“There is a growing divide between industries where consumers feel value aligns with pricing and those where elevated costs are dampening demand.”
Mar 20th, 2026
DUA, a skin care line created by Dua Lipa and Augustinus Bader Science, targets consumers on the upward arm of the K, particularly those who continue to invest in high-performance, science-led skin care as a form of long-term self-maintenance rather than discretionary luxury.
The K-shaped Skin Care Market Playbook
As inflation fatigue, selective splurging and value-conscious upgrading converge, American beauty shoppers are no longer trading strictly up or down.
Mar 9th, 2026
Consumers are trading up for science-backed efficacy, personalization and immersive experiences, or trading down for clarity, reliability and value.
Beauty in a K-Shaped Economy: Thriving Segments, Squeezed Middle and Strategic Opportunities for 2026
In this environment, success requires brands to master the barbell strategy: hero products at the top, smart efficient solutions at the base, while avoiding the soft middle where offerings blur and relevance fades.
Mar 9th, 2026
Capitalizing on skinification trends, hair care brands are increasingly positioning ingredients traditionally associated with skin care as key selling points and value-added benefits.
Scalp‑First: The New Longevity Play in Hair Care
A new approach that focuses on prevention, optimization and regeneration, rather than mere repair.
Feb 26th, 2026
These high-profile corporations join a massive wave of over 1,400 importers, including Costco, Goodyear, FedEx, and Sol de Janeiro, who are now challenging the duties to recover a portion of the estimated $175 billion in collected U.S. tariffs subject to potential refunds.
Tariff Repayment Tsunami: L'Oreal and Other Beauty Giants Sue for Billions
While the Supreme Court has cleared the path by ruling the duties unlawful, the actual recovery process for these billions of dollars must still be settled by a lower court.
Feb 25th, 2026
Fragrance is the smallest mass market segment, but it grew at the fastest rate, with both dollar sales and units up about 15%.
Beauty’s Resilience Comes With New Rules: 2025 Sales & Lessons for 2026 from Circana's Latest Data
Prestige unit sales increased at a flat rate, while average selling price was up by 1%.
Feb 10th, 2026