BeautyRevenueGrowthInfluencer

MarketingTrends

2025Report

ByHouseofMarketers

GlobalTikTokMarketingAgency

HouseOfM

Introduction:TheRiseofIn?uencerMarketinginBeautyIndustry04

DigitalMarketingTrends:DigitalIn?uencers,De-in?uencing,08

andLiveShopping

y,e:care,Makeup/Nails,Haircareand11

TableOfHouseofMarketerSuccessStudies:Treatwell,Artisse,Endoca17

ContentTikTok,theLeadingSocialMediaMarketingBeautyTrends21

,ad:sonalization,OrganicBeautyand22

ProductInnovations:TheQuietBeautyandAICrossover26

Conclusion28

2

“Asoneofthe?rstEMEATikTokemployees,I’ve

experiencedandharnessedthetransformativepowerofin?uencersinthebeautyindustry?rst-hand..

Marketingsuccessinthebeautysectorhingesonsocialproof,authenticityandgenuineaudienceconnections.

Leveragingtop-tierin?uencerswhocancompellingly

narrateandvisualizeyourbrand’sstoryinan

entertainingway,isnotonlythemosteffectivewaytocaptivatebeautyconsumers,getthemtopurchaseyourproductordownloadyourapp,butit’salsopowerfulforfosteringloyaltyandengagement.

Thekeyistolaunchcampaignsthatdomorethanjustattractattention—theymustentertainandinspire”

–InigoRivero,

Co-FounderandManagingDirector

ofHouseofMarketers

3

LearnmoreaboutHouseofMarketers

TheRiseofIn?uencerMarketinginBeautyIndustry

$24B

$21.1B

$16.4B

$1.7B

2016202220232024

Theglobalin?uencermarketingmarkethasexperienced

signi?cantgrowth,morethantriplinginsizesince2019.Currentprojectionsestimateanaverageannualgrowth

rateof21.2%from2022to2024,withthemarketexpectedtoreachU.S24billionbytheendof2024.

●Nearly2/3(65.8%)ofIn?uencer

MarketingHubsurveyrespondentsadmittohavingadedicatedbudgetfor

contentmarketing

●The84.8%surveyrespondentsbelievethatin?uencermarketingisan

effectiveformofmarketing.Beauty

brandsthatstrategicallyleverage

in?uencermarketinghaveseenaboostintheirrevenueandonlinesales.

●50.1%oftherespondersalsobelievethatTikTokdeliverthebestROIfor

short-formvideo

●Micro-in?uencerscontributedto7.7%oftheIn?uencerMediaImpactValue

(MIV?)inthebeautyindustry.

4

Source:Statista(2024).Globalin?uencermarketingvalue2016-2024,In?uencersMarketingHub(2024).TheStateofIn?uencerMarketing2024:BenchmarkReport,Statista(2024).Distributionofin?uencerMediaImpactValue(MIV)of

thebeautyindustryworldwide

Source:Statista(2024).TikTok:distributionofglobalaudiences2024,byageandgender

YoungAdultsDominate

TikTok'sAudience

25%

20%

15%

10%

5%

0%

18.9%19.3%

17.3%

ShareofactiveTikTokusers

14.6%

8.9%

6.9%

4.2%

3.7%

3.1%3.1%

18-2425-3435-4445-5455+

●Female●Male

TheyoungersegmentsareTikTok'smainaudience:

17.3%arefemalesaged18-24,and18.9%aremales.The25-34groupisalsosigni?cant,with14.6%femalesand19.3%males.Overall,theusernumbersdropasage

increases.

5

TikTokhastheHighestFollowersofBeautyIn?uencersWorldwide

2,000

1,557

1500

Numbersoffollowersin

thousands

1000

593

560

435

539

500

397

306

323323

419

316

300

202

151

123

0

UnitedStates

Brazil

France

UnitedCanada

Kingdom

Instagram

YouTubeTikTok

TikTokwastheleadingplatformforbeautyin?uencerfollowersinboththeUnitedStatesandtheUnitedKingdom.IntheUnitedStates,TikTokattractedover1.5millionbeautyin?uencerfollowers.

IntheUnitedKingdom,TikTokalsoledthemarketwith559,840beautyin?uencerfollowers.

Source:Statista(2024).Numberoffollowersofbeautyin?uencersinselectedcountriesworldwide

TikTokandTheGrowthofMaleGrooming

Globallytheaverageuserspends52minutesonTikTokeveryday.About90%oftheirworldwideusersaccessTikTokonadaily

basis.

TikTokcon?rmedthat1in4boughtsomebeautyproductsafterseeingabeautyTikTokvideo.

Globally,menareincreasinglyexpandingtheirgroomingroutines.

Thecelebrity-driven‘malepolish’trendhaspersistedinto2024,highlightedbyacollaborationbetweenPharrellWilliams’

HumanraceandTyler,theCreator’sGolfLeFleurbrandstolaunchanewlimitededitiongreennailpolish.

Notably,evenDwayne‘TheRock’JohnsonandLeBronJameshavelaunchedtheirownskincareandpersonalcarebrandsformen.

Source:SearchLogistics(2024)TIKTOKUSERSTATISTICS2024:EVERYTHINGYOUNEEDTOKNOW,TikTokforBusiness,CosmeticsBusiness(2024).CosmeticsBusinessrevealsthetop5malegroomingtrendsof2024innewreport

7

InterestinVirtualRealityContentfromIn?uencers

Interestinblendingtherealandvirtualworldisontherise.When

questionediftheywouldwatchvirtualrealitycontentfromsocialmedia

personalities,overhalfofconsumersgaveapositiveresponse

NO46%

YES54%

DigitalIn?uencersareShapingtheBeauty

Industry'sGrowth

Over1/3ofAmericanswhofollowbeautyin?uencerschecktheirreviewsorrecommendationsbefore

purchasinganewproduct.

Additionally,3/5ofUKconsumersconsiderthesocialmediapersonalitiestheyfollowtobeexpertsinthebeauty?elds.

Aprevailingtrendinthebeautyandpersonalcare(BPC)industryisthesigni?canceofpurchasingproducts

promotedthroughinclusiveadvertising,highlightstheimportanceofdiverseandinclusivecontentinbrands’socialmediaandin?uencermarketing.

Notably,59%ofBlackUSconsumersand58%of

HispanicUSconsumersfollowBPCin?uencerswiththeirspeci?cskintoneortypeforproduct

recommendationsonsocialmedia.

Source:Mintel(2024).HowIn?uencerMarketingWillShapetheFutureoftheBPCIndustry8

NewIn?uencerTrends:“De-in?uencing“

De-in?uencingisatrendwherein?uentialsocialmediapersonalitiesadvisetheirfollowersonwhatbeautyproductsnottobuyandwhichbrandstoavoid.

Thetrendgainedpopularitypartlyasameanstocalloutin?uencersandputanendtoany

dishonestordeceptivemarketingpractices.

Additionally,ConsumersCareAboutMakingMoreConsciousBuyingDecisions

90%ofGenXconsumerswouldbewillingtospend10%moreforsustainableproducts

“TikTokuserMegi,knownas@mothermegi,

postedaviralvideoannouncingherplanfora

"makeupbuyingban"in2024.Thevideohas

receivedmostlypositivereactions.”

-GoodfulonBuzzfeed

Source:In?uencerMarketingHub(2023).WhatisDein?uencingTrendandWhyIt’sImportant,Buzzfed(2024).ThisWomanIsKickingOverconsumptionToTheCurbIn2024ByCommittingToA"Makeup-BuyingBan"—Here’sWhyThousandsAreJoiningIn

9

BoostingBeautySalesToNewHeights:In?uencers'LiveShoppingExperience

ImpulseBuysbyPlatform

55%

55%

46%

22%

Instagram

AccordingtoanIpsosstudy,TikTokLIVEsigni?cantlyin?uencesshopping

behavior,with50%ofTikTokusers

makingpurchasesafterwatchingalivesession,includingbeautyproducts.

Additionally,thestudyfoundthat1/5usersengageswithTikTokLIVE,andamongthose,62%tuneindaily.

Thus,Beautyandpersonalcarehadthehighestgrossmerchandisevalue(GMV)amongallcategoriesonTikTokShop,

generating2.49billionU.S.dollarsandaccountingfor22.5%ofthetotalGMV.

OfTikTokusershavemadeimpulsebuys

45%

43%

TikTok

Twitter

Facebook

Otherapps

10

Source:FitSmallBusiness(2024).25TikTokShopStatisticstoKnowin2024

What'sTrending?Skincare!

By2025,theglobalskincaremarketisestimatedtobe189.3billionU.S.dollars.

Nowcomprising1/3ofthecategory,skincareisthelargestsub-segmentoftheentirepersonalcaremarket.Theaudienceisrapidlyexpanding,withTikTokleadsthegrowth.

33%ofAmericanswhosaidtheywouldgiveuptheirsmartphonesforlifetogetperfectskin.

Around1/3ofAmericanssaythattheirskin’s

conditiondirectlyaffectstheirmentalhealth.

Source:

Statista(2024).Globalskincaremarketsize2012-2025

,TikTokforBusiness:Skincare

''

CosmeticsBoom:In?uencersarethegame-changers

The'Cosmetics'segmentofthebeautyandpersonalcaremarketisforecastedtocontinuouslyincrease,estimatedtoreach128.89billionU.S.dollarsby2028.

AccordingtoastudycommissionedbyGroupon,

Americanwomenspendanaverageof313U.S.dollars

monthlyoncosmetics,totaling3,756U.S.dollarsannually.Incomparison,Americanmenspendanaverageof244U.S.dollarspermonth,amountingto2,928U.S.dollars

annually.

In?uencersarethegame-changersincosmetics

marketing,controllingover60%ofYouTube'sbeautycontent.Transforminghowcustomersengagewithcosmetics.

Lastly,beautypurchasejourneysthatincludeTikToksee24%higherspendingthanthosewithout

12

Source:Statista(2024).Revenueofthecosmeticsindustryworldwide2018-2028,ScottMax(2024).21BeautyIndustryStatisticsToKnow

NailsNeverFails

RevenueintheNailsmarketisexpectedtoshowanannualgrowthrateof8.39%overthenext?veyears,withaprojectedmarketvolumeof7.75

billionU.Sdollarsby2029.

LongNails(11,287,446views)andFrenchManicure(9,406,341views)areTrendinginInstagramandTikTokSocialMedia

Usageofnailpolish/nailcareproductsintheU.S.isprojectedtoincreaseto102.13millionin2024.

“InstagramandTikToksrevealsestimatedmorethan

42.189.681combineviewsandpostonnailtrendsuptoApril2024”

2024istheyearofpress-onnails,withGenZenthusiasticallyembracingthistrend.CelebritieslikeNickiMinajandMarsaiMartin,bothavidfalsenailwearers,haveembracedtheDIY

conceptandlaunchedtheirownpress-oncollections:"PinkFridayNails"inMarch2024and"MariByMarsai"in2022,

respectively.

Source:

Statista(2024).Nails-Worldwide

,

ScottMax(2024).13NailIndustryStatisticsToKnow

,

CosmeticsDesign(2024).TopNailTrendsif2024sofar

,

Statista(2024).Usageofnailpolish/nailcareproductsintheU.S.2011-2024

,

NYPost(2024).WhyGenZisdonewithnailsalons:‘2024istheyearofpress-on’

13

HaircareMarketGrowthFueledbyTikTokCommunity

●1in3respondentfromTikTokforBusinessreportsaythat,“TikTokisaplacewhereIfeelconnectedwithindividualswhohavehairlikemine.”

●56%respondentsaythey’veusedTikToktoresearchnewbrandsorproductsincludinghaircare.

●AccordingtoTikTok,thehaircarecommunityreaches31.5%ofTikTokfemaleaudienceandnearly20%ofmales.

●Theyareexpectedtobeaconsistentgrowthdriver.

14

Source:TikTokforBusiness:Haircare

FragranceasanExtensionofSelf-Expression

“GenZbuyperfumeonTikTokwithoutasniffofdoubt”

-TheTimes,2024

AccordingtoMintel,78%ofUKconsumersthinkingthatfragrancescanimprovetheirmentalwellbeing.

“CollectingfragranceshasbeenpopularonsocialmedialikeTikTok,”saysAutumneWest,nationalbeautydirectoratNordstrom.

Withthisfact,brandscanpromotethemood-boostingmeritsofperfumeintheirscentmarketing.

TheMintelsurveyalsofoundthatfragrancenowseenasatoolforescapismorasanextensionofself-expression.

Inaddition,39%ofUSfragranceuserswouldbuy

fragranceproductstheyhaven’tsmelledinpersonandif

#perfumetokhas2.3billionviews

theyknewthescentwaslong-lasting

Source:

Mintel(2023).MakeSenseofScents:FragranceTrends2024andBeyond

,

TheTimes(2024).GenZbuyperfumeonTikTokwithoutasniffofdoubt

,

Bloomberg(2024).GenZWantstoSmellRich.It’sDrivingLuxuryFragrance

Sales

15

CleanandOrganicBeautyisontheRise

ThemarketsizefororganicskincareproductsisprojectedtobeUSD8.5billionin2024,withexpectationstoreachUSD13.76

billionby2029,withagrowthrateof10.11%from2024to2029.

Thepandemichascontributedtotherapidgrowthoftheorganicskincaremarket.Heightenedhealthconcernsandariseinonlineshoppinghavepromptedmoreconsumerstogravitatetowards

brandsthatprominentlyfeaturetermslike"organic"or"natural"ontheirproductlabels.

Sustainabilityisatoppriorityformanyoftoday’s

consumers,includingbeautyproduct.17.6%saytheyseekoutbrandsthatareenvironmentallyfriendly,and15.8%

preferproductsthatuserecyclablepackaging.

AsofJune2024,thehashtag#cleanbeautyonTikTok

hasgenerated247,800posts.Thisindicatesasigni?cantlevelofengagementandinterestamongTikTokusersin

topicsrelatedtocleanbeauty.

Source:

MordorIntelligence(2024).OrganicSkinCareMarketSize&ShareAnalysis-GrowthTrends&Forecasts(2024-2029),

Explodingtopics(2024).TheUltimateListofBeautyIndustryStats(2024)

16

HouseofMarketersBeautyCampaignCaseStudy

Case#1:ScalingTreatwell’s

BeautyAppointmentBookingAppandAwareness

AboutTreatwell

TreatwellisthelargesthairandbeautybookingswebsiteinEurope.Treatwellisa24/7beautybookingsplatformthatputscustomersandsalonmanagersincontrol.

TheProblem

TreatwellsoughtassistanceinraisingawarenessandincreasinginstallationsoftheirbeautyappointmentappamongfemaleTikTokusers.

TheStrategies

?HoMfocusonidentifyingtrendsettingin?uencersforTreatwell'scampaignsuccessonTikTok.

?Selectingmicro-in?uencersknownforrecommendingthelatestandmostexcitingcityexperiences.

TheResults

PartnerwithHouseofMarketers!

Getintouch

21Kinstallswithin2-3months

52M+

views

40

VideosCreated

17

HouseofMarketersBeautyCampaignCaseStudy

Case#2:Bringing18,000+AppInstallsforaPersonalizedAI

ImageGenerationTechnology

AboutArtisse

ArtisseisaninnovativeAIimagegenerationcompany,which

specialisesinpersonalphotography.TheuniqueAIalgorithm

developedbyArtissenotonlytransformsyoursel?esinto

high-qualityimages,butitallowsyoutopersonalizeeverydetail.

PartnerwithHouseofMarketers!

Getintouch

TheProblem

TheResults

TheStrategies

?HoMcollaboratedwithover30TikTokin?uencers

(#TeamArtisse)specializinginfashion,beauty,travel,andlifestyle,focusedonshowcasingtheapp'sunique

personalizedphotographyfeatures.

?Thein?uencershighlightedhowArtisseAIsetsitselfapartfromcompetitors.

?HoMalsocreateastrategicpaidadvertisinginitiativeto

complementtheorganiccampaign,aimedatboostingappinstallsandoverallrevenue.

18K+appinstalls

Despitebeinganewindustry,asurgeofsimilarcompanieshadrecentlyenteredthemarket

$2.5CPI

becomingArtissecompetitors.

8M+videoviews

TostrengthentheirmarketArtissewanttoincreasingtheirappinstallbaseandgrowingtheirpaying

customerbase.

18

HouseofMarketersBeautyCampaignCaseStudy

TheResults

10on-brand

Instagramin?uencers.

9.50

Case#3:IncreasingtheEngagementRateof

HolisticWellnessBrand

AboutEndoca

%

Engagementrate

Endocastandsattheforefrontofhealthcarereimbursement

automation,empoweringmedicalbusinessof?cesandbilling

companiestoef?cientlygatherthehighestrevenueintheshortesttimeframeachievable.

Expandedmarketpresenceandbraawareness

TheProblem

EndocawanttolaunchatransformativeInstagramcampaign

aimedatenhancingtheirbrandpresenceandposition

PartnerwithHouseofMarketers!

Getintouch

themselvesasthego-tosolutionfornaturalwellness,targetingmothers,athletes,andyoungprofessionals.

TheStrategies

UtilizestaticpoststoestablishEndocaasatrustednaturalsolution,emphasizingrelaxation,post-workoutrecovery,andimprovedfocus.

Complementingtheseposts,authenticIGStoriesandReelsvideossharedpersonalexperiences,creatingdeepemotionalconnectionsandinspiringviewerstoexploreEndocafurther.

19

TrendinginBeauty!SkinStreaming

Skinstreaming,anewtrend,focusesonsimplifyingskincareroutinestojustthreeorfouressentialproducts.

“Morepeoplearebecomingskinminimalistsastheydon'thaveasmuchtimeathomefor10-steproutines,”explainsHannahZaborowski,executivetrainerand

advancedpracticeestheticianatFaceFoundrie.Shenotesthatthere’sarisingpopularityofmulti-bene?tproducts.

AliciaYoon,skincareexpertandfounderofPeach&Lily,emphasizesthatskin

streamingnotonlysavestimeandmoney.Italsohelpspreventover-exfoliatingorusingcon?ictingactiveingredientsthatcanbetooharshontheskinorreduceeachingredient'effectiveness.

Inbeautylandscape,currenttrendsinclude:

●

“HoneyBlondeHairColor”

●

“Pantone’scoloroftheyearfor2024:PeachFuzz”

●

“’80sPixieHaircut”

●

“'90sMakeup”

●

“Balletcore”

●

“Jelly?shHaircut”

●

“BlueEverything”(manicure,bluemascara,liners,andeyeshadows

Source:

InStyle(2024).The10BiggestBeautyTrendsfor2024

TikTokEngagementTrends:

ReviewsandBrandformance

TikTokiswherebeautytrendsstart.

Infact,74%ofTikTokusersbelievethatcontentontheplatformhasrevolutionizedtheirapproachtobeauty.

Basedonthesetrends,2024SMBBeautyPlaybookfromTikTokadvised:

Enhancediscoverywithreviewsandrecommendations

#getreadywithmeand#makeupreviewsdrive32%ofTikTokusersto

discovernewbeautybrandsandproducts

Optimizecampaignswithabrandformanceapproach

AdvertisersthatadoptabrandformanceapproachonTikToksee

improvedcampaignperformancecomparedtoisolated

single-objectivecampaigns

Prioritizeauthenticandengagingmessaging

EntertainingadsonTikTokincreasebrandloveby25%,purchase

intentby'5%,andlikelihoodtorecommendby'7%

'.

2.

3.

Source:TikTokforBusiness(2024).MakeyourbeautySMBglowonTikTokthisSpring

PersonalizationinBeautyIndustryContentCreation

Personalizationdirectlyin?uencesbuyingbehavioracross

thecustomerlifecycle

Likelihoodtopurchase,recommend,andrepurchasedependingonpersonalization,

%ofrespondents'

Accordingto74%ofcompanies,contentmarketinghasproveneffectiveinboostingleadgeneration.

36.1%ofbusinessesengagedwithcalculators,quizzes,andinteractivetoolstypeofcontentin2023,withthe?gurerisingto62.3%in2024.Meanwhile,audience

researchistheleadingfactorinthesuccessofcontentmarketingcampaigns.

58%ofbeautyshoppersshowingapreferenceforbrandsthatprovideonlinequizzestotailorbeautyproductstotheirspeci?cneeds.

In2024,thebeautyindustryisshiftingtowards

prioritizingproductef?cacyandfunctionalityoverextravagantmarketing.Currentconsumersvalue

productssupportedbyclinicalstudiesandscienti?cresearchratherthantrends.

NeuroGlow:representstheintersectionofneuroscienceandcosmeticinnovation,aimedatimprovingboth

externalappearanceandmentalwell-being.

Purchase:2

Consumersaremorelikelytoconsiderpurchasingfrom

brandsthatpersonalize

76%

Recommend:4

Consumersaremorelikelytoreferfriendsandfamilyto

companiesthatpersonalize

Repurchase:3

Consumersaremorelikelytomakerepeatpurchasesfromcompaniesthat

personalize

78%

78%

1Question:"Pleaseindicatehowmuchyouagreeordisagreewiththestatementsbelowwhenitcomestopersonalizedcommunicationsandproducts/servicesfrombrands/businesses"

2Purchase:"Iammorelikelytoconsiderbuyingfrombrands/businessesthatengagewithmeinapersonalizedandtailoredway."

3Repurchase:"Iammorelikelytorepurchasefrombrands/businessesthatofferpersonalizedcommunicationsandproducts/services

4Possibleanswers:"stronglydisagree","disagree";"somewhatdisagree","somewhatagree";

""

"stronglyagree."Numbersshownindicaterespondentsthatselected"somewhatagree";and"stronglyagree."

Source:ForbesAdvisor(2024).ContentMarketingStatisticsfor2024,Limely(2024).10BeautyTrendsYouNeedToKnow"";;

TheBestPerformingContentMarketingFormats

Video

31%

28%

24%

19%18%

17%

17%

14%

12%

11%

11%

11%

11%

10%

6%

3%

Short-formarticlesSuccessstories

Long-termblogpostsCasestudies

Webinars&onlineevents

Gatedcontent infographicsWhitepapersOf?ineevents

ProductguidesmanualResearchreports

DatavisualizationsPodcasts

PrintandmagazinesQuizzes

Other

45%

CleanProductsandInnovativeShoppingExperiencesasthedrivers

There’sagrowingconcernamongwomenaboutthe

chemicalsinbeautyproductsanditsimpactontheirhealthandtheenvironment.

AreportfromNostoindicatesthat68%ofconsumersseekproductslabeledas“clean,”and59%arein?uencedby

descriptionssuchas“naturalandorganic.”They(55%)arealsowillingtopaymoreforsustainableproducts.

Inaddition,researchfromMcKinseyrevealsthat71%of

consumersnowexpectapersonalizedshoppingexperience.

Furthermore,inthebeautysegment58%ofshoppersaremorelikelytobuyfromabusinessthatprovidesanonlinequiztorecommendspeci?cbeautyproducts.

Theyalsofoundthat45%ofrespondentsaremoreinclinedtopurchasefromabusinessthatoffersvirtualrealityorAIexperiencesallowingthemtotrytheproductsonline.

Source:ExplodingTopics(2024).6TopBeautyIndustryTrends(2024&2025)

Source:ExplodingTopics(2024).6TopBeautyIndustryTrends(2024&2025)

ConsumersTypicallyPreferOrganicPosts

In?uencersanduser-generatedcontenthasprovenitsvalueindrivingsales,especiallyfororganiccontent.

Forinstance,abeautyin?uencerreceivedskincareproductsfromSoftServices.Shelovedtheproductandcreatedanorganic

post.ThisledtoSoftServices'productsales3xovertheirestimates.

Asforthepurchasingchannels,57%ofsocialmediausershas

purchasedabeautyproductviasocialmediaplatform,mostlyonTikTok.

BeautyProductPurchasesbyPlatform

89%

TikTok

Instagram

Facebook

Twitter

66%

59%

56%

EconomicFactorsDrivesConsumersSpendingonBeautyProducts

Morebeautyconsumersexpecttoincreasetheironlinespendinginthecategories,andfewwillcutback

%ofUSonlinebeautybuyers,Nov2023

Inthenext12months,howdoyouexpectyourspendingonbeautyproductstochange?

Increasesigni?cantly

6.8%

21.6%

18.3%

Aboutthesame

52.0%

Decreasesomewhat

15.7%

Decreasesigni?cantly

Notsure

Instore

Note:n=1,448online,n=1,128in-store;marginoferroris+/-2.6and+/-2.9percentagepoints

Source:InsiderIntelligence|eMarketerSurvey,"USBeautyConsumer,"Dec2023

Increasesomewhat

9.7%

3.1%

3.6%

4.6%

Online

46.6%

14.4%

3.7%

“Consumerscontinuetospendonbeautyevenastheycutbackinotherareasbecauseit’sseenasanaffordableluxury.”-Emarketer

UltaBeautyreportedhigher-than-expectedQ32023sales,drivenbypremiumskincareand

fragrances,whilee.l.f.Beauty’srevenuessurged76%year-over-yearinits?scalQ22024.

AccordingtoUSBeautyConsumerreport,

Millennialsleadinonlinebeautyspending,

withnearlyaquarter(24.4%)ofthisgenerationinvesting1,000U.S.Dollarsormoreinthepastyear.

Additionally,morethanathird(36.0%)of

Millennialsanticipateasubstantialincreaseintheironlinebeautyexpendituresoverthenextyear,expectingtoatleastdoubletheircurrentspendinglevels.

Source:Emarketer(2024).5factorsdrivingthegrowthofbeautyandcosmeticssales

RecentProductInnovationTrends

TheQuietBeauty

“AccordingtoMintel,with53%ofU.S.consumersresearching

ingredientstobetterunderstandproducteffectiveness.Thus,the

futureforbeautyproductissettoblendscienti?crigorwithsensorial

elegance.”

Alongsidetheevolutionofskincare,thehorizonnowincludes

neurocosmetics.Theseproducts,alsoknownasneurocosmeceuticalsorpsychocosmetics,gobeyondtraditionalbeautyboundariesby

interactingwiththeneurosensoryaspectsoftheskin,affectingbothphysiologicalandpsychologicalwell-being.

Source:Cosmetics&Toiletries(2024).AFusionofScienceandInnovation

BeautyandArti?cialIntelligenceCrossover

Virtualmakeuptry-onsandskinanalysisappshaveadoptedAIalgorithms

Voice-activatedbeautyassistantsandAI-drivenchatbots,leveragingAItechnology,nowcanofferskincareadviceandproductrecommendationsthroughvoice-activateddevices,guidingusersstep-by-stepintheirskincareroutines.

AIalgorithmscanalsoanalyzeuserdata(skintype,concerns,environmentalfactors)tocreate

customizedformulations.

Source:Cosmetics&Toiletries(2024).AFusionofScienceandInnovation

Conclusion

Theglobalin?uencermarketingmarkethasseensubstantial

growth,withprojectionsindicatinganaverageannualgrowthrateof21.2%from2022to2024.Inaddition,beautybrandsthat

strategicallyutilizein?uencermarketinghaveexperiencedincreasedrevenueandonlinesales.

Digitalin?uencersareshapingthegrowthofthebeautyindustry,withtrendsli