According to WGSN, four types of consumer will be of interest to players in the beauty industry.

Impartialists
In a world saturated with information and misinformation, this profile advocates rigor and transparency. “This group values facts over fiction, and transparency over marketing rhetoric,” analyzes WGSN.
Impartialists want functional, scientifically validated products. They read clinical studies, check claims and analyze ingredients. They trust the experts, whether chemists or farmers. “No blind loyalty to brands, only information can convince them.” This clientele rejects the superfluous. They look for added value in what they buy.

Autonomists
“These individuals are tired of the beauty industry and reject its codes. They seek to create new voices and impose their own rules. They form collectives aligned with their values and their rebellious spirit.”
In concrete terms, they are activists, anti-conformists who use beauty as a means of expression. They denounce injustice, reject diktats and celebrate total creative freedom.
For them, beauty must be open, fair and accessible to all. Products must be affordable, sustainable and representative of all identities.
“They support committed brands. They like independent companies that design products to meet a need, according to age or budget.”

Gleamers
They’re …