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3 Key Beauty Consumer Trends for 2023 & Beyond

Mintel names the 3 global consumer trends set to impact the beauty and personal care industries for the next 5 years.

Mintel, which recently predicted a steep rise in social commerce, has now unveiled three key global consumer trends set to impact the beauty industry—and personal care industry—in 2023 and beyond. (And take a look at Trendalytics’ beauty trend predictions, if you haven’t yet.)

These trends will impact the beauty industry for the next five years Mintel says. They are about consumer behavior, product innovation, and marketing tactics—and they’re outlined in Mintel’s 2023 Global Beauty & Personal Care Trends Report.

Each will have an impact on the beauty business, predicts Mintel’s Sarah Jindal, senior director, Beauty, Personal Care and Household Research Americas,

Here’s a quick summary—read more about each below.

Mintel’s 3 Key Global Beauty Consumer Trends

    1. Beauty Rx—The medicalization of beauty is leading to more demand for proof behind claims, creating value through ingredient-led products and driving the market for synthetic natural ingredients.
    1. Evolved Self-Care—Beauty is intended to be uplifting and can contribute to a post-pandemic sense of self-care that includes sexual wellness, the hormone journey and wellness for every life stage.
  1. New Rules of Engagement—Brands should embrace disruption in the category to create new rules for engagement and building communities, allowing for more playfulness, experimentation and DIY.

Here are the upcoming trends in more detail below.

#1: ‘Beauty Rx’ Means Tech will Advance

Mintel’s report states, “As the hunger for more efficient and potent products and treatments grows, consumers will look further to find proof that their money is being well-spent.”

It continues: “Potential developments from beauty brands could come from the emergence of genetic sequencing and advances in diagnostics and wearable devices. Expect to see major opportunities stemming from hormones, health risk and diagnosis, 3D printing, personalized vitamins and supplements, and gene editing.”

In addition, we may see synthetic biology technologies mature, offering ways for almost anything to be manufactured sustainably.

“The beauty industry must learn to use this technology to develop new products and processes, improve existing ones and reduce costs to remain competitive in the future,” the report states.

#2: Evolved Self-Care—Connecting Sleep to Beauty, & More 

Mintel’s report states, “While the amount of time consumers have to spend on wellness routines is contracting, when faced with stress and upheaval, they will look for ways to uplift themselves, and beauty is the perfect category to support that.”

But no matter the approach brands and retailers take, it’s critical to ensure that all consumers feel seen and spoken to, the report advises.

Looking ahead, the report continues, “the importance of community will continue to grow post-pandemic as people look to reconnect and feel a part of the collective. No longer will a singular approach to wellness be acceptable.”

Beauty brands may want to take note, and focus on the concept of “community self-care,” which Mintel says will gain popularity as people recognize the importance of helping one another as a way to help everyone live better and feel better.

The report continues, “In the future, expect to see global beauty companies focus on holistic habits and products that support everything from sleep to blood circulation and their connection to beauty.”

#3: New Rules of Engagement for Next Gen Experiences

Mintel’s report states, “Experimentation drives engagement and technology will usher in the next generation of experience, whether in the store or the home.”

It continues, “As online and offline formats continue to merge, technology will allow for the replication of experiences across channels with simple approaches, from RFID to digital avatars and the metaverse.”

On a final note, looking ahead, the report mentions the development of VR technology, hardware, and content—and says these “will become convenient and practical enough for consumers to use every day.”

Mintel adds, “This will enable brands to use these technologies strategically to create ‘phygital’—physical and digital—experiences that will dominate the way consumers discover, shop and connect with brands.”

More Insights—Gen Z Wants Inclusivity

Today’s consumers—especially Gen Z—are seeking inclusive and attainable portrayals of beauty, according to Mintel’s beauty analyst Claire Hennigan. Forty-three percent of beauty consumers say it makes them happy to see different types of beauty in advertisements.

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