In the United States, the skincare industry is experiencing a remarkable period of growth and transformation. Despite economic challenges, environmental concerns, and political unrest, consumers are displaying remarkable resilience and a commitment to change. The first quarter of 2023 witnessed a remarkable 15% increase in sales of Prestige beauty products, outpacing the mass market (Source: Circana). In their latest report titled “Transformative Beauty: Skincare & Wellness Inspiration from the US,” Cosmetics Inspiration & Creation, led by founder Leïla Rochet, explores how American consumers are embracing transformation and the pursuit of perfection in the face of adversity.
What is “Transformative Beauty”?
“Transformative Beauty” is a concept born out of the sweeping changes in the United States, encompassing social, political, economic, and environmental shifts. These macro changes are significantly altering how people engage with beauty. Technology is playing a pivotal role in reshaping the beauty industry. Transformative Beauty emphasizes the need for brands to adopt innovation with a focus on progress and change. Consumers are now striving for ambitious wellness goals, self-determined levels of perfection, and adaptable skincare routines. It’s not just about aesthetics; it’s a deeply emotional aspiration.
Key Takeaways from the Report
Performance remains the top priority for consumers in the skincare industry. Derma-brands are dominating online searches, and platforms like SkinTok are buzzing with discussions. These consumer expectations, when aligned with desires for longevity and the emergence of new technologies, are giving rise to what is termed “Amplified Skin.” This encompasses biohacking, AI-optimized solutions, and precision products, which are opening up new, exciting narratives in the skincare sector.
On the other end of the spectrum, “Flex Care” is gaining prominence. This approach is grounded in the evolving lifestyles of consumers, influenced by factors such as increased travel, higher temperatures, extended outdoor activities, and remote work. In response, brands are adapting by prioritizing climate-adaptable formulas, products that provide cooling sensations, and those with portable formats.
In addition, the influence of celebrities, like Hailey Bieber, on Gen Z skincare trends is hard to ignore. Trends such as “Just Dew It” trace back to viral social media posts and are deeply intertwined with the wellness culture. This trend is all about reimagining wellness in skincare, introducing innovative techniques and textures to enhance daily moisturizing routines.
Impact of Normalizing Aesthetic Procedures
Gen Z has successfully removed the stigma associated with aesthetic procedures, largely thanks to platforms like TikTok. This social media channel has become a hub for individuals to openly share their transformation journeys, leading to a culture of creativity and the introduction of new terminology, such as “tweakments.” These terms have now found their place in clinical settings. Skincare brands can draw inspiration from Gen Z’s candid and open approach.
In terms of innovation, there is a significant opportunity to develop new product categories that replace, replicate, or extend the effects of treatments. For example, there is a notable surge in at-home acid peels, and the market for aftercare is projected to experience substantial growth as more people opt for cosmetic procedures.
The Rise of AI in Skincare
The influence of artificial intelligence (AI) is undeniable and is set to have a profound impact on the skincare industry. AI is swiftly shifting from powering skin-health quizzes to highly personalized biohacking tools, such as Skin Dossier’s Precision Skin Health Advisor. These tools aggregate a wide range of data, including blood and urine samples and geolocation, to provide highly accurate recommendations for products, supplements, and medspa treatments. AI is also driving detailed ingredient analysis, enabling laboratories to optimize formulations for maximum potency and personalization. As consumers become more familiar with AI, their expectations of its capabilities will continue to rise. Brands must keep pace with these changes, as AI holds vast potential to shape a more interconnected beauty space.
